ECO-BRANDING PADA PRODUK KOSMETIK LOKAL INDONESIA

  • Kurnia Budhy Scorita Universitas Islam As-Syafi'iyah
  • Aisyah Pia Asrunputri Universitas Islam As-Syafi’iyah

Abstract

Local Indonesian cosmetic products are currently starting to dominate in their own country, there are many choices of cosmetic / skincare products in Indonesia, only those that carry the concept of eco branding are still small, even though currently young people in Indonesia have a very high interest in environmental concepts, and this used by some cosmetic manufacturers by promoting environmentally friendly cosmetic products. Of course the eco-branding concept applied aims to increase trust and interest in buying products. This is certainly an interesting theme to study. This research method uses a qualitative research approach with descriptive analysis of literature reviews in national journals systematically from eco-branding theory using the Publish or Perish application and VOS Viewer. The results of the study show that eight Indonesian local cosmetics have fulfilled aspects of the eco-branding theory.
Keywords: Eco Branding, Cosmetic Products, Environmentally Friendly

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Published
2023-01-20
How to Cite
SCORITA, Kurnia Budhy; ASRUNPUTRI, Aisyah Pia. ECO-BRANDING PADA PRODUK KOSMETIK LOKAL INDONESIA. JURNAL ADMINISTRASI KANTOR, [S.l.], v. 10, n. 2, p. 194-203, jan. 2023. ISSN 2527-9769. Available at: <https://ejournal-binainsani.ac.id/index.php/JAK/article/view/1994>. Date accessed: 03 feb. 2023. doi: https://doi.org/10.51211/jak.v10i2.1994.