Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2021)

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Oriflame Company’s Personal Selling and Green Marketing Strategy on Consumer Purchase Interest: A Literature Review

Authors
Andy Juniarso1, Andri Ardhiyansyah2, *, Dwi Putri Maharani3
1Accounting Study Program, Faculty of Business and Humanities, Nusa Putra University, Indonesia
2Management Study Program, Faculty of Business and Humanities, Nusa Putra University, Indonesia
3Management Study Program, Faculty of Business and Humanities, Nusa Putra University, Indonesia
*Corresponding author. Email: andri.ardhiyansyah@nusaputra.ac.id
Corresponding Author
Andri Ardhiyansyah
Available Online 10 February 2022.
DOI
10.2991/aebmr.k.220204.032How to use a DOI?
Keywords
Marketing; Personal Selling; Green Marketing; Oriflame
Abstract

Oriflame is a cosmetics firm that markets itself as a Swedish beauty brand (Beauty by Sweden). It was started in 1967 in Sweden by Bengt Hellsten and two brothers, Robert and Jonas Af Jochnick, and operates through a direct sales model in 60 countries. Oriflame manufactures toiletries, cosmetics, skincare (skincare), perfume (fragrance), and children’s care products under the firm name PT Orindo Alam Ayu, which is registered with APLI (Indonesian Direct Selling Association). The goal of this research was to find out how the Oriflame company’s personal selling and green marketing techniques affect consumer purchasing behavior. A literature review was conducted utilizing the Google Scholar database and the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) technique. The findings indicate that the seller’s personal selling technique has a direct effect on the buyer-seller relationship. Communication is necessary to persuade consumers to purchase Oriflame goods. The outcome is a sales transaction, and the green marketing strategy is composed of four (four) subvariables: green product, green pricing, green location, and green promotion.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
10 February 2022
ISBN
10.2991/aebmr.k.220204.032
ISSN
2352-5428
DOI
10.2991/aebmr.k.220204.032How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Andy Juniarso
AU  - Andri Ardhiyansyah
AU  - Dwi Putri Maharani
PY  - 2022
DA  - 2022/02/10
TI  - Oriflame Company’s Personal Selling and Green Marketing Strategy on Consumer Purchase Interest: A Literature Review
BT  - Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2021)
PB  - Atlantis Press
SP  - 297
EP  - 304
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220204.032
DO  - 10.2991/aebmr.k.220204.032
ID  - Juniarso2022
ER  -