GREEN MARKETING MIX STRATEGY IN THE AGROINDUSTRY OF SALAK SEED COFFEE (KOPLAK FOOD) IN AJUNG DISTRICT, JEMBER REGENCY

GREEN MARKETING MIX STRATEGY IN THE AGROINDUSTRY OF SALAK SEED COFFEE (KOPLAK FOOD) IN AJUNG DISTRICT, JEMBER REGENCY

Authors

  • sella rizki universitas jember
  • Sri Kantun Universitas Jember
  • Tiara Tiara Universitas Jember

DOI:

https://doi.org/10.22437/jiseb.v26i01.20010

Keywords:

Green Marketing Mix; Green Product; Green Price; Green Place; Green Promotion

Abstract

The purpose of this research is to describe the implementation of the green marketing mix strategy in the Koplak Food Agroindustry. This research is a descriptive qualitative research. The author conducted interviews, observations and documentation to collect data. The data analysis technique used is the data analysis technique of Miles and Huberman. The result of this research is the application of green marketing mix on green product indicators indicated by organic products and during the manufacturing process while maintaining cleanliness. The application of Green price can be shown by setting a relatively more expensive price, but the price is in accordance with the quality of the product. The application of a green place can be seen that the production house is always kept clean. The application of green promotion is that the promotion is carried out in a transparent and educative manner through exhibitions and promotional media owned. Koplak Food's agroindustry has not included a logo on environmental friendliness on the packaging, namely eco label and eco brand. So the recommendation that can be given is to immediately register for ISO 14001 certification in order to be able to provide an environmentally friendly logo on the packaging.

Downloads

Download data is not yet available.

References

Augustinah, F., & Widayati. (2019). Pemanfaatan Media Sosial Sebagai Promosi Makanan Ringan Kripik Singkong di Kabupaten Sampang. Jurnal Dialektika. 4 (2): 1–20.

Khoirudin, M., & Yulianto, E. (2016). Penerapan Green Marketing Pada Upaya Membentuk brand image dalam menciptakan Corporate Image Go Green (Studi Pada PT . Cabot Indonesia, Jakarta). Jurnal Administrasi Bisnis. 33 (1): 69–78.

Kurnia, A., & Sudarti. (2021). Efek Rumah Kaca Oleh Kendaraan Bermotor. Jurnal Pendidikan Fisika Dan Sains. 4 (2): 1–9.

Mahendra, D. F., & Nugraha, A. K. N. A. (2021). Green Marketing dan CSR terhadap Keputusan Pembelian dengan Pengetahuan Konsumen Sebagai Variabel Moderasi. Jurnal Penelitian Dan Pengembangan Sains Dan Humaniora. 5 (1): 28–38.

Nurhadi. (2019). Manajemen Strategi Pemasaran Bauran (Marketing Mix) Perspektif Ekonomi Syariah. Jurnal Ekonomi Dan Bisnis Islam. 6 (2): 142–157.

Putri, A. A. C., & Kuntadi, E. B. (2019). Pemasaran Agroindustri Kopi Biji Salak di Kabupaten Jember. 221–231.

Retnosary, R. (2016). Penerapan Strategi Penjualan Produk Organik Dalam Upaya Meningkatkan Daya Beli Konsumen (Studi Kasus PT. Hero Supermarket Cikampek). Jurnal Buana Ilmu. 1 (1): 30-44

Savitri, M. H., Suhariyono, & Kusumawati, A. (2016). Keputuasan Pembelian Dan Kepuasan Konsumen (Survei pada Konsumen Tupperware di Distributor Resmi PT Adicitra Prima Kencana Malang). Jurnal Administrasi Bisnis. 40 (2): 7–16.

Sucipta, I. N., Suriasih, K., & Kenacana, P. K. D. (2017). Pengemasan pangan (Kajian Pengemasan yang Aman, Nyaman, Efektif dan Efisien. Bali: Udayana University Press.

Waskito, J., & Pos, T. (2014). Model Meningkatkan Niat Pembelian Konsumen pada Produk Ramah Lingkungan. Sancall, 32–39.

Widodo, A., Yusiana, R., & Stevanie, C. (2015). Pengaruh Green Marketing Terhadap Nilai Yang Dipersepsikan Dalam Keputusan Pembelian Pada Ades (Studi Kasus Pada Mahasiswa/I Fakultas Komunikasi Dan Bisnis Telkom University). Jurnal Ecodemica. 3 (2): 529–538.

Downloads

Published

2023-11-25

How to Cite

rizki, sella, Kantun, S., & Tiara, T. (2023). GREEN MARKETING MIX STRATEGY IN THE AGROINDUSTRY OF SALAK SEED COFFEE (KOPLAK FOOD) IN AJUNG DISTRICT, JEMBER REGENCY: GREEN MARKETING MIX STRATEGY IN THE AGROINDUSTRY OF SALAK SEED COFFEE (KOPLAK FOOD) IN AJUNG DISTRICT, JEMBER REGENCY. Jurnal Ilmiah Sosio-Ekonomika Bisnis, 26(01), 40-46. https://doi.org/10.22437/jiseb.v26i01.20010