Effect Of Green Marketing And Country Of Origin On Interest In Re -Buying Innisfree Products At Sun Plaza Medan
Effect of Green Marketing and Country of Origin on Interest in Re-Buying Innisfree Products at Sun Plaza Medan
Introduction
In the modern era of consumerism, companies are constantly seeking ways to differentiate themselves from their competitors and build a loyal customer base. One strategy that has gained significant attention in recent years is Green Marketing, which focuses on the environmental aspects of a product or service. Another crucial factor that influences consumer purchasing decisions is the Country of Origin, which refers to the country where a product is manufactured or originates from. This study aims to analyze the effect of Green Marketing and Country of Origin on the interest of consumers in re-buying Innisfree products at Sun Plaza Medan.
Background
Innisfree is a popular Korean cosmetics brand known for its natural and environmentally friendly products. The company has been successful in creating a positive image among consumers who care about the environment. However, the question remains whether this positive image translates into increased interest in re-buying Innisfree products. This study seeks to answer this question by examining the effect of Green Marketing and Country of Origin on the interest of consumers in re-buying Innisfree products at Sun Plaza Medan.
Methodology
This study employed a quantitative approach, using a questionnaire to collect data from 97 respondents who had purchased Innisfree products at least twice. The data was analyzed using multiple linear regression methods to determine the effect of Green Marketing and Country of Origin on the interest of consumers in re-buying Innisfree products.
Green Marketing Analysis
Green marketing is a strategy used by companies to pay attention to environmental aspects in the products and services they offer. In the context of Innisfree, this brand is known for its natural and environmentally friendly cosmetic products. By applying the principle of green marketing, Innisfree not only reaches consumers who care about the environment, but can also build a positive image in the eyes of consumers.
Consumers in the modern era are increasingly aware of the importance of sustainability and the impact of the products they use. When they know that Innisfree made efforts to protect the environment, such as using environmentally friendly packaging and supporting sustainability practices, they are more likely to re-buy these products. This positive influence has become increasingly relevant among young people who have a high concern for environmental issues.
The Role of Country of Origin
Country of Origin is a very influential factor in consumer purchasing decisions. In this case, Innisfree products originated from South Korea, a country known as innovation and high quality in the beauty industry. Consumers often believe that products originating from certain countries, especially those that have a good reputation in the beauty sector, have better quality.
Consumers may believe more to re-buy Innisfree products because they associate them with high quality and the latest trends in beauty originating from Korea. Trust in the country of origin of the product also increases brand loyalty and encourages interest in re-purchase. Thus, the combination of Green Marketing and Country of Origin creates a synergy that supports the interest in re-purchase among Innisfree consumers.
Results
The results of this study showed that both Green Marketing and Country of Origin had a significant influence on the interest of consumers in re-buying Innisfree products at Sun Plaza Medan. Partial testing revealed that these two variables contribute positively and significantly to the intention of repurchase.
Conclusion
From this study, it can be concluded that the Green Marketing and Country of Origin have a significant influence on the interest in re-buying Innisfree products at Sun Plaza Medan. Application of marketing strategies that focus on environmental aspects and product excellence originating from countries with good reputation providing added value for consumers. Therefore, for companies such as Innisfree, it is important to continue to develop green marketing strategies and strengthen the image of the country of origin to maintain and increase the interest in re-purchase among customers.
Recommendations
Based on the findings of this study, the following recommendations are made:
- Continuation of Green Marketing Strategies: Innisfree should continue to develop and implement green marketing strategies that focus on environmental aspects and product excellence.
- Strengthening Country of Origin Image: Innisfree should strengthen the image of the country of origin by highlighting the high quality and innovation of Korean beauty products.
- Targeting Young Consumers: Innisfree should target young consumers who have a high concern for environmental issues and are more likely to be influenced by green marketing strategies.
- Monitoring and Evaluation: Innisfree should continuously monitor and evaluate the effectiveness of its marketing strategies and make adjustments as needed.
Limitations
This study has several limitations that should be noted:
- Sample Size: The sample size of this study was relatively small, which may limit the generalizability of the findings.
- Sampling Method: The sampling method used in this study was purposive sampling, which may not be representative of the entire population of Innisfree consumers.
- Data Collection: The data was collected through a questionnaire, which may be subject to biases and limitations.
Future Research Directions
Future research should aim to:
- Examine the Effect of Green Marketing on Consumer Behavior: Further research should examine the effect of green marketing on consumer behavior and purchasing decisions.
- Investigate the Role of Country of Origin in Consumer Purchasing Decisions: Future research should investigate the role of country of origin in consumer purchasing decisions and its impact on brand loyalty.
- Develop a More Comprehensive Model of Consumer Behavior: A more comprehensive model of consumer behavior should be developed to incorporate the effects of green marketing and country of origin on consumer purchasing decisions.
Frequently Asked Questions (FAQs) about the Effect of Green Marketing and Country of Origin on Interest in Re-Buying Innisfree Products at Sun Plaza Medan
Q: What is Green Marketing?
A: Green marketing is a strategy used by companies to pay attention to environmental aspects in the products and services they offer. In the context of Innisfree, this brand is known for its natural and environmentally friendly cosmetic products.
Q: How does Green Marketing affect consumer behavior?
A: Green marketing can increase consumer interest in re-buying products, especially among young people who have a high concern for environmental issues. When consumers know that a company is making efforts to protect the environment, they are more likely to re-buy the products.
Q: What is Country of Origin?
A: Country of Origin refers to the country where a product is manufactured or originates from. In the case of Innisfree, the products originate from South Korea, a country known for its innovation and high quality in the beauty industry.
Q: How does Country of Origin affect consumer purchasing decisions?
A: Consumers often believe that products originating from certain countries, especially those that have a good reputation in the beauty sector, have better quality. This can increase brand loyalty and encourage interest in re-purchase.
Q: What is the significance of the study on the effect of Green Marketing and Country of Origin on interest in re-buying Innisfree products?
A: The study highlights the importance of Green Marketing and Country of Origin in influencing consumer purchasing decisions. It provides insights into how companies can use these strategies to build a loyal customer base and increase interest in re-buying products.
Q: What are the limitations of the study?
A: The study has several limitations, including a relatively small sample size and a purposive sampling method. The data was also collected through a questionnaire, which may be subject to biases and limitations.
Q: What are the recommendations for Innisfree based on the study's findings?
A: The study recommends that Innisfree continue to develop and implement green marketing strategies that focus on environmental aspects and product excellence. It also suggests strengthening the image of the country of origin by highlighting the high quality and innovation of Korean beauty products.
Q: What are the future research directions based on the study's findings?
A: Future research should aim to examine the effect of green marketing on consumer behavior and purchasing decisions, investigate the role of country of origin in consumer purchasing decisions, and develop a more comprehensive model of consumer behavior.
Q: How can consumers make informed purchasing decisions based on the study's findings?
A: Consumers can make informed purchasing decisions by considering the environmental aspects of a product and the country of origin. They can also look for companies that prioritize sustainability and product excellence.
Q: What are the implications of the study's findings for the beauty industry?
A: The study's findings have implications for the beauty industry, highlighting the importance of green marketing and country of origin in influencing consumer purchasing decisions. Companies in the industry should consider incorporating these strategies into their marketing efforts to build a loyal customer base and increase interest in re-buying products.
Q: How can companies in the beauty industry apply the study's findings to their marketing strategies?
A: Companies in the beauty industry can apply the study's findings by developing and implementing green marketing strategies that focus on environmental aspects and product excellence. They can also strengthen the image of the country of origin by highlighting the high quality and innovation of their products.