ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulSTUDI NETNOGRAFI: MENGUNGKAP STRATEGI GREEN MARKETING KOSMETIK SCARLETT |
| Nama: AUDY PUTRI MILANY |
| Tahun: 2025 |
| Abstrak Audy Putri Milany1, Ira Nuriya Santi2, Elimawaty Rombe3, Moh. Ali Murad4 Abstract: In today’s world, both national and international companies are increasingly producing environmentally friendly products and services as part of their Corporate Social Responsibility (CSR) efforts, which positively impact the environment and society. Scarlett Cosmetics is one such company. This study aims to explore the green marketing strategies implemented by Scarlett Cosmetics. A virtual ethnographic approach was employed, utilizing online observation techniques with a "lurking" method on relevant platforms. The study found that Scarlett’s green marketing strategy includes: 1) the use of glass bottles to promote eco-friendly products, 2) environmental awareness campaigns through the #SayangiDiriSayangiBumi program, and 3) a commitment to sustainability. The findings suggest that Scarlett’s green marketing strategy not only enhances its brand image but also fosters increased customer satisfaction and loyalty. Keywords: Netnografi, Green Marketing, Cosmetics |