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Perumusan Strategi Pemasaran Hijau Kerajinan Rotan untuk Meningkatkan Kepuasan dan Loyalitas Konsumen

JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian · Vol. 8 No. 5 (2023) · hlm. 362–373

DOI
10.37149/jia.v8i5.825
ISSN
2527-273X
Terbit
2023-10-15
Penerbit
Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Bahasa
eng
Lisensi
creativecommons.org/licenses/by-sa/4.0

Abstrak

The application of the green marketing concept is needed for green product manufacturers to compete and emphasize their competitive advantages effectively. Green marketing offers many benefits to producers, including improved profitability, productivity, and company image. As producers of green products, rattan craft Small and Medium Enterprises should implement green marketing to get more benefits. Nevertheless, rattan craft small and medium-sized enterprises (SMEs) still need to adopt this practice. The lack of ability to effectively convey an environmentally friendly image has led to a decline in consumer satisfaction and loyalty. Therefore, this study aims to formulate a green marketing strategy to enhance consumer satisfaction and loyalty towards rattan handicrafts. The research is located in Banjarbaru City, South Kalimantan Province. Data was collected through in-depth interviews and questionnaires. A green marketing strategy was formulated using the 7P green marketing mix consisting of product, price, place, promotion, people, process and physical evidence and analyzed using Strengths, Weaknesses, Opportunities and Threats (SWOT). The prioritization of green marketing strategy is determined using the Analytical Hierarchy Process (AHP) method. The result indicated that among strengths and opportunities, it is made from materials that are safe for the environment and can be developed into various products are the two most important factors. In contrast, among weaknesses and threats, products are less varied, and the existence of substitute goods such as plastic and bamboo are the weaknesses and threats that are most concern. The alternative green marketing mix strategy formulated consists of maximizing the use of e-commerce, expanding cooperation and networking with stakeholders, increasing innovation and product variants, green advertising in digital media, guaranteeing green products through green label certification, and increasing discounts and bonuses for purchasing a certain amount. The research results also showed that the primary priority strategy is increasing innovation and product variants, while less priority is adding discounts and bonuses for purchasing specific quantities.

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  • Universitas Nahdlatul Ulama Kalimantan Selatan
  • Lambung Mangkurat University
  • Organisasi berbeda
  • Organisasi sama
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Rekan penulisOrganisasiArtikel bersama
Hartoni HartoniLambung Mangkurat University1
Karimal Arum ShafrianiLambung Mangkurat University1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://ejournal.agribisnis.uho.ac.id/index.php/JIA/oai, pertama di-harvest 4 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en-US">Perumusan Strategi Pemasaran Hijau Kerajinan Rotan untuk Meningkatkan  Kepuasan dan Loyalitas Konsumen</dc:title>
	<dc:creator>Ditahardiyani, Prima</dc:creator>
	<dc:creator>Hartoni, Hartoni</dc:creator>
	<dc:creator>Aulia, Redhana</dc:creator>
	<dc:subject xml:lang="en-US">analytical hierarchy process</dc:subject>
	<dc:subject xml:lang="en-US">green marketing mix</dc:subject>
	<dc:subject xml:lang="en-US">SWOT analysis</dc:subject>
	<dc:description xml:lang="en-US">The application of the green marketing concept is needed for green product manufacturers to compete and emphasize their competitive advantages effectively. Green marketing offers many benefits to producers, including improved profitability, productivity, and company image. As producers of green products, rattan craft Small and Medium Enterprises should implement green marketing to get more benefits. Nevertheless, rattan craft small and medium-sized enterprises (SMEs) still need to adopt this practice. The lack of ability to effectively convey an environmentally friendly image has led to a decline in consumer satisfaction and loyalty. Therefore, this study aims to formulate a green marketing strategy to enhance consumer satisfaction and loyalty towards rattan handicrafts. The research is located in Banjarbaru City, South Kalimantan Province. Data was collected through in-depth interviews and questionnaires. A green marketing strategy was formulated using the 7P green marketing mix consisting of product, price, place, promotion, people, process and physical evidence and analyzed using Strengths, Weaknesses, Opportunities and Threats (SWOT). The prioritization of green marketing strategy is determined using the Analytical Hierarchy Process (AHP) method. The result indicated that among strengths and opportunities, it is made from materials that are safe for the environment and can be developed into various products are the two most important factors. In contrast, among weaknesses and threats, products are less varied, and the existence of substitute goods such as plastic and bamboo are the weaknesses and threats that are most concern. The alternative green marketing mix strategy formulated consists of maximizing the use of e-commerce, expanding cooperation and networking with stakeholders, increasing innovation and product variants, green advertising in digital media, guaranteeing green products through green label certification, and increasing discounts and bonuses for purchasing a certain amount. The research results also showed that the primary priority strategy is increasing innovation and product variants, while less priority is adding discounts and bonuses for purchasing specific quantities.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2023-10-15</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/825</dc:identifier>
	<dc:identifier>10.37149/jia.v8i5.825</dc:identifier>
	<dc:source xml:lang="en-US">JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian; Vol. 8 No. 5 (2023); 362 - 373</dc:source>
	<dc:source>2527-273X</dc:source>
	<dc:source>10.37149/jia.v8i5</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/825/114</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2023 Prima Ditahardiyani, Hartoni, Redhana Aulia</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
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