<![CDATA[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]]>
Copyrights © 2026
