GREEN PRODUCT: EFFORTS TO MAINTAIN  ENVIRONMENTAL SUSTAINABILITY AND MSME PRODUCT DEVELOPMENT THROUGH GREEN MARKETING IN PENJARINGAN DISTRICT, NORTH JAKARTA

Meiliyah ARIANI; Melan Susanty PURNAMASARI; Zulhawati ZULHAWATI; Kurnia Sari DEWI; Sarida MINARNI

doi:10.33068/iccd.v5i1.561

Meiliyah ARIANI University of Prof. Dr. Moestopo (Beragama)
Melan Susanty PURNAMASARI University of Prof. Dr. Moestopo (Beragama)
Zulhawati ZULHAWATI University of Prof. Dr. Moestopo (Beragama)
Kurnia Sari DEWI University of Prof. Dr. Moestopo (Beragama)
Sarida MINARNI University of Prof. Dr. Moestopo (Beragama)

DOI: https://doi.org/10.33068/iccd.v5i1.561

Keywords: Green Product, Sustainable Packaging, Green Marketing, Digital Marketing Trend, MSMEs Empowerment

Abstract

Environmentally friendly business activities can be carried out by implementing environmentally friendly products (green products). Modern society tends to choose environmentally friendly products in its consumption activities. So that green products experience rapid development and gain the trust of consumers. Because of the rapid development of green products, business actors if they do not want to lose in their business competition, this condition must be used to start innovating products by making environmentally friendly products (green products), including business units classified as MSMEs.

MSME players want to market products online, but based on surveys and discussions with community groups and owners of several MSMEs, they are constrained by product packaging that is less attractive so they are unable to compete on online selling platforms. Proper packaging can improve the marketing process, because it not only attracts consumers but also has a good impact on the environment by reducing plastic packaging waste which is the latest trend of marketing. By paying attention to the main problems of partners and environmental issues, the application of green products, namely green marketing to MSMEs, is an alternative solution to overcome these problems. This community service activity has contributed in terms of knowledge about green marketing, to improve the marketing process. From this community service program, SMEs in Penjaringan District, North Jakarta, can compete on online selling platforms with attractive and environmentally friendly packaging. So that problems can be resolved through the use of sustainable packaging, green marketing, and digital marketing trends

Downloads

Download data is not yet available.

References

D. Risana, “Pelatihan Keterampilan Mendesain Kemasan Dan Branding Dalam Penjualan Produk (Beras Setra Ramos) Di Wilayah Ciawi Kabupaten…,” Aptekmas J. Pengabdi. pada Masy., vol. 4, pp. 101–106, 2021.

N. M. Suki, N. M. Suki, and N. S. Azman, “Impacts of Corporate Social Responsibility on the Links Between Green Marketing Awareness and Consumer Purchase Intentions,” Procedia Econ. Financ., vol. 37, no. 16, pp. 262–268, 2016, doi: 10.1016/s2212-5671(16)30123-x.

Z. Hasan and N. A. Ali, “The Impact of Green Marketing Strategy on the Firm’s Performance in Malaysia,” Procedia - Soc. Behav. Sci., vol. 172, pp. 463–470, 2015, doi: 10.1016/j.sbspro.2015.01.382.

N. Adien Kumala, L. Dyah Purwita, and W. Sww, “Optimalisasi Produk Camilan Dengan Manajemen Produk Dan Pemasaran Melalui Media Sosial,”J. Pengabdi. Masy. APTEKMAS, vol. 5, no. 1, pp. 1–6, 2022.

M. Nadjmuddin et al., “PENDAMPINGAN PEMBUATAN KEMASAN DAN IKLAN KULINER Abstrak,” APTEKMAS, vol. 5, pp. 153– 161, 2022.

T. M. Tamtelahitu et al., “PELATIHAN TEKNIK DESAIN LOGO KEMASAN , PENGEMASAN

,” APTEKMAS, vol. 4, pp. 6–13, 2021.

Azizah, L. (2021). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Keberlangsungan Usaha (Studi Kasus: Nasi Bebek Mba Dewi). http://repository.stei.ac.id/6544/

Baqiroh, N. F. (2019, Februari 21). Timbulan Sampah Nasional Capai 64 juta ton per Tahun. Retrieved from Bisnis.com: https://ekonomi.bisnis.com/read/20190221/99/891611/timbulan-sampah-nasional-capai-64-juta-ton-per-tahun

Dianti, N. R., & Paramita, E. L. (2021). Green Product dan Keputusan Pembelian Konsumen Muda. Jurnal Samudra Ekonomi Dan Bisnis, 12(1), 130–142. https://doi.org/10.33059/jseb.v12i1.2301

Ernst, & Young. (2008). Comparative advantage and green business. Comparative Advantage and Green Business, June. https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/42972/1_20090501131921_e____ComparativeAdvantage.pdf

Fitriani, L. K. (2015). ANALISIS GREEN INOVATION DAMPAKNYA TERHADAP KEUNGGULAN BERSAING PRODUK DAN KINERJA PEMASARAN (STUDI EMPIRIK PADA UKM BATIK CIWARINGIN KABUPATEN CIREBON). Journal of Management and Business Review, 12(2), 105–125. https://doi.org/https://doi.org/10.34149/jmbr.v12i2.4

Hasibuan, L. M. (2018). Pengaruh Green Product , Green Packaging , Green Advertising Terhadap Green Purchase Intention Karyawan dengan Intervening Green Satisfaction dan Green Trust di Kantor Direksi PTPN II. In Tesis Universitas Sumatera Utara. https://repositori.usu.ac.id/bitstream/handle/123456789/11460/167004011.pdf?sequence=1&isAllowed=y

Hendarsih, I. (2017). Analisis Konsep Green Product sebagai Pelaksanaan Etika Bisnis pada Perusahaan. Widya Cipta, 1(1), 76–85. https://doi.org/10.31294/widyacipta.v1i1.1589

kanio, Tjahjono, H. K., & Fauziyah. (2018). Analisis SWOT Sebagai Langkah Menentukan Strategi Kompetitif Pada Green Business. Journal of Management, 1–7. https://doi.org/http://dx.doi.org/10.1016/j.encep.2012.03.001

Katadata Insight Center. (2020, Juni 30). Harga Mahal Pengganti Kantong Plastik. Retrieved from Katadata.co.id: https://katadata.co.id/katadatainsightscenter/infografik/5f10458973b15/harga-mahal-pengganti-kantong-plastik

Kementerian Investasi/BKPM. (n.d.). Upaya Pemerintah Untuk Memajukan UMKM Indonesia. Retrieved from Kementerian Investasi/BKPM: https://www.bkpm.go.id/id/publikasi/detail/berita/upaya-pemerintah-untuk-memajukan-umkm-indonesia