The Influence of Green Marketing Strategy, Green Brand Image, and Brand Equity on Sustainable Competitive Advantage of Somethinc Skincare Products
DOI:
https://doi.org/10.59890/ijsas.v4i9.56Keywords:
Green Marketing Strategy, Green Brand Image, Brand Equity, Sustainable Competitive Advantage, Somethinc SkincareAbstract
This study examines the influence of Green Marketing Strategy, Green Brand Image, and Brand Equity on the Sustainable Competitive Advantage of Somethinc skincare products. Data were collected from 130 Somethinc consumers who had purchased products through e-commerce, selected using purposive sampling based on specific criteria. Online questionnaire data were analyzed using PLS-SEM with SmartPLS. The results show that Green Marketing Strategy has a positive but insignificant effect on Sustainable Competitive Advantage, while Green Brand Image and Brand Equity have positive and significant effects. Brand Equity has the strongest influence, followed by Green Brand Image. These findings indicate that strengthening Green Brand Image and Brand Equity can enhance Sustainable Competitive Advantage, while Green Marketing Strategy requires further optimization.
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