OPTIMIZING SOCIAL MEDIA-BASED GREEN MARKETING STRATEGIES TO ENHANCE CUSTOMER ENGAGEMENT: A CASE STUDY OF SARIAYU MARTHA TILAAR
Published:
2026-02-28Downloads
Abstract
This study will investigate the application of green marketing strategies via social media to improve the engagement of the customers of the Generation Z by taking Sariayu Martha Tilaar as a case study. Over the last few years the rapid adoption of digitalization in the Indonesian beauty industry has rendered the involvement in the social media a deciding factor in the competitiveness of the brands, especially among younger customers who place a strong value on authenticity, sustainability, and the speed of digital engagement. Although Sariayu has a high institutional credibility, a long history, and adherence to natural and ethical beauty, the brand has very poor results in digital performance. The theoretical model combines the Theory of Reasoned Action and the Stimulus-Organism-Response model and assumes that the Attitude Towards Engagement and Subjective Norms represent the variables. The quantitative approach is adopted with the help of the PLS-SEM and primary data would be gathered with 217 Gen Z and Millennial respondents. Such a methodological approach provides an opportunity to assess direct and indirect connections and determine whether social media marketing, online marketing, brand ambassadors, and brand community affect attitudes and subjective norms and whether these organism variables in turn prompt the engagement behavior. The empirical results demonstrate that there is Engagement Paradox. Even though the general model has a significant propensity to predict customer engagement, the psychological processes assumed to mediate the interrelationship do not take place. The engagement attitude and subjective norms do show a weak explanatory power and neither shows a significant effect in predicting engagement behavior. Some of the digital stimuli do not have a significant impact on the mediating variables as well. Interestingly, the brand community variable has a negative influence on the attitudes, which indicates the potential content fatigue or the sense of a lack of genuineness in the ongoing community-building efforts of Sariayu.
Keywords:
Customer Engagement Generation Z Green Marketing Social Media PLS SEM SWOT Analysis TOWS FrameworkReferences
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Amalia, D. (2022). [Title of study, if available].
Asadifard, A., Rahman, M. S., Aziz, N. A., & Hashim, N. H. (2015). Theory of Planned Behavior in Online Shopping.
Avoskin. (2024). Sustainability and Digital Brand Strategy Report.
Bhumi. (2024). Digital Engagement and CRM Optimization Overview.
Binus Business School. (2021, October). Strategic management analysis: Martha Tilaar Group. BINUS University.https://bbs.binus.ac.id/management/2021/10/strategic-management-analysis-martha-tilaar-group/
Bororing, S., & Dwianto, A. S. (n.d.). Pengaruh Social Media Marketing Terhadap Customer Engagement Pada Skincare Merek Somethinc Survey Pada Followers Instagram Somethinc (Vol. 5, Issue 1). https://journal.paramadina.ac.id/46
Chaffey, D. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson Education.
Churchill, G. A., & Iacobucci, D. (2019). Marketing Research: Methodological Foundations (12th ed.). Cengage Learning.
Consumer Loyalty in the Beauty Industry. Jurnal Komunikasi Pemasaran, 8(1), 45–55.
Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, 3, 96–107.
Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64–87. https://doi.org/10.1525/cmr.2011.54.1.64
Deloitte. (2024). Digital maturity in consumer goods: Southeast Asia report.
Evita, J., & Diana Amalia. (2024). Strategi Pengelolaan Konten pada Akun Instagram @syca.official dalam Membangun Customer Engagement. Da’watuna: Journal of Communication and Islamic Broadcasting, 4(5), 1873–1881. https://doi.org/10.47467/dawatuna.v4i5.3730
Fadhila, A. M., Sukoco, I., Safa’atul Barkah, C., Jamil, N., & Novel, A. (2024). KAJIAN LITERATUR PERAN BRAND COMMUNITY DALAM EFEKTIVITAS PEMASARAN KOSMETIK LOKAL X MELALUI STRATEGI AMPLIFIED ELECTRONIC WORD OF MOUTH (Vol. 6, Issue 2).
Faradillah, K. O., Barakah, S., Achmawati, J., & Sukoco, |iwan. (n.d.). DIGITAL ERA BUSINESS COMMUNICATION: HOW SKINCARE BRAND AMBASSADORS BOOST CUSTOMER ENGAGEMENT. https://e-journal.upr.ac.id/index.php/jmso
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Francis, T., & Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company.
Hafidh, M., & Muthohar, M. (2023). Brand Experience and Service Quality in Influencing Customer Engagement in Wardah Cosmetics Brand (Vol. 02, Issue 04). https://journal.uii.ac.id/selma/index
Hair, J. F., Wolfinbarger, M. F., Money, A. H., Samouel, P., & Page, M. J. (2023). Essentials of Business Research Methods (4th ed.). Routledge.
Hamid, R. A., Sami, W., & Sidek, M. M. (2017). Discriminant Validity Assessment: Use of Fornell & Larcker Criterion versus HTMT Criterion. Journal of Physics: Conference Series, 890(1), 012163.
Hootsuite. (2024). Digital 2024: Indonesia Report.
Indonesia Cosmetic Association. (2023). Laporan tahunan Asosiasi Kosmetika Indonesia 2023. Perhimpunan Perkosmi Indonesia.
InfoBrand. (2019). Indonesia Digital Popular Brand Award 2019 – Sariayu. https://bio.infobrand.id
Institut Teknologi Bandung. (n.d.). Perpustakaan Digital ITB – Digital Library. Retrieved from
iPrice Group. (2025). Indonesia E-commerce Map – Beauty Category Rankings.
Istiqomah, L., & Dwi Astuti, ah. (2023). Influence of Customer Brand Experience, Attitude Toward Social Media, Information-Based Trust on Customer Engagement Behavior (Case Study on Emina Cosmetic Product Users in Semarang). In Jurnal of Business Studies) (Vol. 9, Issue 2). https://jurnal.polines.ac.id/index.php/jobs
Kantar Indonesia. (2023). Indonesia beauty trends 2023 report. Kantar Group. https://www.kantar.com
Kim, M. J., & Hall, C. M. (2021). Can sustainable consumer behaviour be learned? A longitudinal study of young consumers’ sustainability learning. Journal of Cleaner Production, 278, 123974.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed.). Pearson.
Kumar, V., Choi, J., & Greene, M. (2023). Engaging customers in the digital era: The role of social media and technology. Journal of the Academy of Marketing Science, 51(2), 243–262.
Kusumah, N. D., & Novani, S. (2024). PLS-SEM analysis: interpreting R-square in social and management research. IRJEMS 3(6), 317-326.
Lantos, G. P. (2015). Consumer Behavior in Action: Real-Life Applications for Marketing Managers. Routledge.
Lee, K., Bonn, M. A., & Cho, M. (2020). Consumer motives for purchasing organic coffee: The moderating effects of ethical concern and price sensitivity. Sustainability, 12(18), 7500.
Lee, N. R., & Kotler, P. (2011). Social Marketing: Influencing Behaviors for Good (4th ed.). Sage.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.
Lestari, R., & Utami, L. (2023). Digital advertising effectiveness in Indonesia’s beauty industry. Journal of Marketing Science, 15(2), 123–140.
Lim, X. J., Radzol, A. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19–36.
McKinsey & Company. (2023). Next-generation digital marketing capabilities in consumer goods.
McKinsey & Company. (2024). Understanding the Gen Z beauty consumer in Southeast Asia.
PT Martina Berto Tbk. (2019). Annual Report.
PT Martina Berto Tbk. (2024). Annual General Meeting of Shareholders Report.
Putra, A. (2022). Partial least squares structural equation modeling (PLS-SEM) in the AI era: Innovative methodological guide and framework for business research. [Preprint].
Rahayu, A. Y. (2020). Factors Influencing Customer Engagement and Its Impact on Loyalty Behavior in Social Commerce. Undergraduate Thesis, Universitas Islam Indonesia.
Sari, D. P., & Yulianto, E. (2021). Green Marketing Strategy and Its Effect on Purchase Intention among Millennials. Jurnal Manajemen dan Kewirausahaan, 23(2), 142–150.
Sensatia Botanicals. (2023). Retail Experience and Digital Integration Report.
Setiawan, B., & Wijaya, T. (2020). Influence of Social Media Marketing on Brand Awareness and
SocialInsider. (2025). Instagram engagement rate benchmark 2025.
Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson.
Statista. (2024). Beauty and personal care market size in Indonesia.
Statista. (2025). Indonesia online shopping report 2025.
Statistics Solutions. (2023). Factor Loading in SEM: Understanding and Interpretation. Retrieved from https://www.statisticssolutions.com
Syah, R., Lina Auliana, & Rivani. (2024). PENGARUH CONTENT MARKETING TERHADAP CUSTOMER ENGAGEMENT PADA INSTAGRAM @DEARMEBEAUTY (PT GARLAND CANTIK INDONESIA). JURNAL LENTERA BISNIS, 13(2), 1095–1105. https://doi.org/10.34127/jrlab.v13i2.1132
Vidiarta, M. A. (2022). Optimizing Marketing Strategy to Increase Purchase Intention of Scarlett
Wardah. (2024). Marketing Integration Case Study: Hijab Expert Campaign.
Wasita, T. (2021). Analisis Peran Online Brand Community dan Brand Experience terhadap Customer Engagement pada Followers Akun Instagram Beauty Platform di Indonesia. In Jurnal Pendidikan Manajemen Bisnis (Vol. 21, Issue 1).
We Are Social & Kepios. (2024). Digital 2024: Indonesia. https://datareportal.com/reports/digital-2024-indonesia
Whitening Products: A Case Study of PT Opto Lumbung Sejahtera (Master’s thesis, Institut Teknologi Bandung). Retrieved from https://digilib.itb.ac.id/gdl/read/282710
Widyastuti, S., & Susanti, E. (2023). Social Media and Eco-Branding: A Study of Local Beauty Brands Competing in the Green Market. International Journal of Marketing Studies, 15(1), 12–23.
Widyastuti, S., & Susanti, E. (2023). Social Media and Eco-Branding: A Study of Local Beauty Brands Competing in the Green Market. International Journal of Marketing Studies, 15(1), 12–23.
Zhang, L., & Li, H. (2020). Green advertising and brand purchase intention: The mediating role of brand trust and brand attitude. Sustainability, 12(20), 8602.
License
Copyright (c) 2026 Sekar Soraya Maheswari, Atik Aprianingsih
This work is licensed under a Creative Commons Attribution 4.0 International License.
