Tania Monica Potu* 

Fakultas Ekonomi dan Bisnis, Universitas Pelita Harapan, Surabaya

DOI: https://doi.org/10.19184/bisma.v19i1.53701

ABSTRACT 

This research inspects how social media marketing efforts (SMME)—specifically entertainment, interaction, and customization—along with electronic Word of Mouth (eWOM), influencing Green Perceived Quality (GPQ), also how GPQ affects Willingness to Pay Premium Price (WPP). The object of this study is the Instagram account @thebodyshopindo, known for its sustainability-focused content. Utilizing a survey, this study sampled 180 respondents—The Body Shop customers in Surabaya—via non-probability sampling. SPSS v22 was utilized to do the data analysis, including tests for validity, reliability, classical assumptions, and regression analysis. Results show that entertainment and customization significantly affect GPQ, and GPQ has a weak but significant effect on WPP. This highlights the importance of engaging and personalized content in shaping consumer perception of green product value, especially among digitally literate youth. Practically, the findings suggest that brands must enhance content quality and authenticity to convert green awareness into premium purchase willingness.

Keywords: Customization, Electronic Word of Mouth, Entertainment, Green Perceived Quality, Instagram, Interaction, The Body Shop, Willingness to Pay Price Premium.