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Rinto Alexandro
Universitas Palangka Raya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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GREEN MARKETING, CITRA MEREK, DAN PERAN MEDIA SOSIAL DALAM PEMBELIAN PRODUK EIGER PALANGKA RAYA : STUDI ANALISIS KUALITATIF: Green Marketing, Brand Image, And The Role Of Social Media In Purchase Of Eiger Palangka Raya Products: A Qualitative Analysis Study Dea Sintani; Rinto Alexandro; Dewi Rakhmawati
Ganec Swara Vol. 20 No. 2 (2026): Juni 2026
Publisher : Yayasan Al-Amin Qalbu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59896/gara.v20i2.719

Abstract

This study aims to gain a deep understanding of the implementation of Green Marketing, brand image formation, and the role of social media in influencing consumer purchasing decisions for Eiger products in Palangka Raya City. The background to this research is the increasing competition in the outdoor equipment industry along with the growing trend of a "back to nature" lifestyle, as well as changes in consumer behavior, which are increasingly concerned about environmental issues and actively utilizing social media as a source of information. This study uses a qualitative approach with descriptive methods, which aims to describe the phenomenon in depth without testing hypotheses. Data were obtained through interviews with management, employees, and consumers, thus providing a comprehensive picture of the conditions on the ground. The results show that the implementation of Green Marketing has been effectively implemented through the use of environmentally friendly materials and reduced plastic use in operations. This strategy has been proven to provide added value and increase product appeal in the eyes of consumers. Eiger's brand image has also been positively formed as a quality and environmentally conscious brand, contributing to increased consumer trust and loyalty. Furthermore, social media platforms such as Instagram, TikTok, and Facebook play a significant role in disseminating information, shaping perceptions, and serving as primary references before consumers make purchases
Co-Authors Abd Rahaman Azahari Abd Rahaman Azahari Abdul Djalil Abdul Rahman Azahari Abustan Adi Jaya Agus Rahmadinor Agustin, Yul Agustina, Widya Ahmad Hidayat Ahmad Hidayat Akhmad Frenky Okada Akhmad Yusdi Fahrizal Aldi Maulana Alia Friskila Ambia Rio Suwanda Amelia, Verra Rizki Amita Sari Amita Sari Andri Andri Anggreini Talenta Anre Tampubolon Anthoni Anthoni Antonio Jonay Jovani Sancho Anyualatha Haridison Ardy Wiranata Aris Saputra Arynovebryana Br. Manihuruk Astri Susana Astuti Astuti Ayu Asfira Azahari, Abd Rahaman Baboe, Kuwing Bella Nova Dhira Bella Septriana Berkat Pisi Boby Candra Andrianova Brostin Debora Sinaga Buji, Grace Evelina Chrystin Enjellia Purba Clarina Lorensia Daniel, Susan Datri Widati Davit Purwodesrantau Dea Natalia Banjarnahor Dea Sintani Dechrist Event Dedy Dwi Ervansyah Dehen Erang Dehen Erang Dehen Erang Dermawati Sihite Dhina Sri Widyaningsih Dian Meliani Kusuma Dewi Eddy Lion Eddy Lion Eka Nur Taufik Eko Riadi Eko Riadi Eko Riady Eko Riady Ela Norliana Elfranidia Violetta Eli Karliani Elisabet Pardosi Elvisia Elvisia Endah Ayu Lestari Eriawaty Eriawaty Eriawaty Eriawaty Eriawaty Eriawaty, Eriawaty Erni Dwi Puji Setyowati Erni Dwi Puji Setyowati, Erni Dwi Puji Evriandy Evriandy Fauzan Danurcahya Ramadan Febri Erik Yudi Kha Febry, Febry Femmy Femmy Fendi Hariatama Fendy Hariatam Fendy Hariatama Fendy Hariatama H. Fithra Ramadian Gari Purwanto Grace Evelina Buji Grace Evelina Buji Grace Evelina Buji Grace Evelina Buji Gunarjo Suryanto Budi Gusdeni Gusdeni Hariatama, Fendy Hendrowanto Nibel Hendrowanto Nibel Hendrowanto Nibel Hendrowanto Nibel Henny Anggraini Hernawati Hernawati Hidayati Hidayati Hidayati Hidayati Hidayati Holga Holga I Kadek Mai Ariana Ida Ayu Putu Sri Widnyani Indah Aldama Indah Cici Lestari J Inga Torang Inun Sulastri jairi Jairi Jairi Jairi, Jairi Jany Tri Raharjo Jefri Lianto Jeni Makaruehni Jesika Widiasari Sitepu Jonlika Jonlika Josepin Agustina Siahaan Juliarti Lbn. Gaol Junaris Situmorang Junita Romasta Sormin Jusmiyanti Jusmiyanti Kasep Agrapta Kharisma Nugraha Putra Kharisma Nugraha Putra Kharisma Nugraha Putra Kiki Anggraini Khoirati Laba Lastaida Pane Lampe, Yetwirani Lenlioni, Liling Lili Sumiati Liling Lenlioni Liling Lenlioni Liling Lenlioni Lina Teza Lola Cassiophea Lusia Widiastuti M. Rudi Irwansyah M. Sahlani Budi Maria Haryulin Astuti Marike, Marike Maulana, Muhammad Wandi Mega Agustini Mega Agustini Melda Butar-Butar Meli Wulandari Mentari, Theresia Merisa Oktaria Merisa Oktaria Merisa Oktaria Muder, I Ketut Muhammad Nur Ismail Muhammad Wandi Maulana Muhammad Zidan Hasan Nadia Nor Eka Wulandari Nani Setiawati Nani Setiawati Natalina Asi Natalina Asi, Natalina Nia Amelia Putri Nia Damatik Nibel, Hendrowanto Nofriza Ismerella Simarmata Nonsihai Nonsihai Nonsihai Nonsihai Nonsihai Nonsihai Nonsihai, Nonsihai Norliana, Ela Nur Istiqomah Nur Muhammad Nur Muhammad Nurmawati, Yanti Nurul Hazmi Nurwijayanti Okta Vianti Oktaria, Merisa Oktaviani , Monica Oktobery, Revnussa Oliver Situmorang Orbit Thomas Orbit Thomas Orbit Thomas Pandi Irawandi Pane, Laba Lastaida Perkasa, Petrisly Pernandes, Pernandes Pija Ramadhani Piramida Yunitha Puput Iswandyah Raysharie Puput Iswandyah Raysharie Purnama Sari Puspita, Dwi Della Puteri Neriasi Putra, Kharisma Nugraha Putri E M Nainggolan Putri, Windy Utami Rachmad Persada Rahmah Rahmah Rahman Rahman . 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Butarbutar Rika Trisnawati Riska Riska Rofika Sri Wulandari Rofika Sri Wulandari Rohaetin, Sri Rolly Adinovi Roossea Septiyani Ruli Meiliawati Salampak Dohong Samuel Pranata Yoga Sandria Samosir Sangalang, Ronald Hadibowo Santoso, Yonatan Ari Sartika, Yunisa Sayu Hartini Seli Sepiyanti Selvi Selvi Selvi Selvi Selvia Sinurat Seno Saputra Septiana Septiana Seri Wahyuni Seroja Puji Setyanto, Zola Ari Shepri Manggala Simpun Simpun Singgih Pranowo Siti Syuha Situmorang, Nurwetty Miduk Arta Sogi Hermanto Sogi Hermanto Sri Astuti Sri Astuti Sri Rohaetin Sri Rohaetin Sri Rohaetin Sri Rohaetin Sri Sapitri Sri Winarsih Store Suita Manurung Sukarno, Zulfikar Adilla Sundari Sundari Sundari Sundari Sundari Sundari Supri Supri Suryani, Yunyanti Susan Daniel Susan Daniel Susan Daniel Susan Daniel Susan Daniel Susanti, Risa Susi Sukarningsi Susi Sukarningsi Susi Sukarningsi Susi Sukarningsi Susmita Irene Tahasak Tantan Gunawan Tanti Girsang Theresia Mentari Titi Nuramalia Tiurma Sari Dewi Flora Sinaga Tonich Tonich Tonich Uda Tonich Uda Tonich Uda Trissan, Whendy Tuah, Tuah Uci Lestari Uda, Tonich Utami Putri, Windy Verra Rizki Amelia Victoria Ratu Ester Vontas Alfenny Nahan Wahidin Wahidin Warsidah Sepriasih Whendy Trissan Wibowo Widayanti Widayanti Widodo, Petrus Widyaningsih, Dhina Sri Winda Lestiani Windy Utami Putri Windy Utami Putri Windy Utami Putri Wulandari, Meli Yahe, Yahe Yanti Nurmawati Yenasadieni Yenasadieni Yenasadieni, Yenasadieni Yenni Octavia Yeriana Yeriana Yesser Priono Yetiwirani Lampe Yonatan Ari Santoso Yunus Labora Yunyanti Suryani Yunyanti Suryanti Yurdi, Yurdi Zafrullah Damanik Zakia Aprilianti Zola Ari Setyanto Zola Ari Setyanto