THE INFLUENCE OF GREEN DIGITAL MARKETING, BRAND AWARENESS AND CELEBRITY ENDORSEMENT ON CONSUMER LOYALTY FOR WARDAH COSMETIC PRODUCTS

Jane Valentina Halim; Ivone Febianti

doi:10.24071/icebmr.v3i1.125

Authors

Jane Valentina Halim Sanata Dharma University Author
Ivone Febianti Sanata Dharma University Author

DOI:

https://doi.org/10.24071/icebmr.v3i1.125

Keywords:

Green Digital Marketing, Brand Awareness, Celebrity Endorsement, Customer Loyalty

Abstract

The research aims to investigate the impact of Green Digital Marketing, Brand Awareness, and Celebrity Endorsement on the loyalty of Wardah cosmetic product consumers. In an era of continuous digital development, the use of marketing technology has become increasingly important for companies to promote products while considering environmental impact. The cosmetics industry, heavily influenced by this trend, Wardah as a local Indonesian cosmetic brand, needs to understand how digital marketing can influence brand awareness and consumer commitment to Wardah products. This study employs a survey method to collect data and analyze it using statistical methods. The results show that Green Digital Marketing, Brand Awareness, and Celebrity Endorsement have a significant impact on the loyalty of Wardah cosmetic product consumers. By understanding the influence of these factors, companies can develop effective marketing strategies to increase consumer loyalty and remain relevant in a constantly changing market.

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