Analisis Penerapan Green Marketing Strategy Dalam Peningkatan Volume Penjualan Sayuran Organik (Studi Kasus di Kelompok Tani Wanita Vigur Organik, Kelurahan Cemorokandang, Kecamatan Kedungandang, Kota

Qudsiyah, Yasirotul (2015) Analisis Penerapan Green Marketing Strategy Dalam Peningkatan Volume Penjualan Sayuran Organik (Studi Kasus di Kelompok Tani Wanita Vigur Organik, Kelurahan Cemorokandang, Kecamatan Kedungandang, Kota. Sarjana thesis, Universitas Brawijaya.

Abstract

Pembangunan hortikultura telah memberikan sumbangan yang berarti bagi sektor pertanian maupun perekonomian nasional, diketahui dari nilai Produk Domestik Bruto (PDB) jumlah rumah tangga yang mengandalkan sumber pendapatan dari sub sektor hortikultura, penyerapan tenaga kerja dan peningkatan pendapatan masyarakat sebesar 3.773.250 (Dirjen Hortikultura, 2013). Salah satu perkembangan bisnis hortikultura ditunjukkan dengan makin diminatinya sayuran organik oleh masyarakat. Adanya potensi permintaan sayuran organik, membuat Kelompok Tani Wanita Vigur Organik sebagai salah satu pelaku bisnis organik melakukan suatu strategi pemasaran yang berbasis lingkungan. Strategi pemasaran yang diterapkan disana adalah Green Marketing Strategy, yaitu suatu strategi pemasaran yang berbasis lingkungan. segala aktivitas pemasaran yang bertanggung jawab terhadap lingkungan, yaitu dengan meminimalisir dampak negatif bagi lingkungan baik dari segi produksi hingga tahap promosinya.memasukkan indikator hijau. Dimana untuk melihat adanya implementasi strategi pemasaran ini dilakukan melalui pendekatan marketing mix yakni memasukkan indicator hijau dalam kombinasi strategi inti dari pemasaran yang mencakup Price, Product, Promotion, dan Place. Dalam strategi pemasaran terdapat variable yang diukur dengan indikator-indikator yang merepresentasi katagori hijau (sehat dan ramah lingkungan) suatu produk yang menjadi suatu cara mencapai tujuan profit perusahaan dimana ditunjukkan oleh tercapainya peningkatan volume penjualan. Oleh karena itu, penelitian ini bertujun untuk menganalisis implementasi Green Marketing Strategy di Kelompok Tani Wanita Vigur Organik dan variable apa sajakah dari Green Marketing Strategy yang berpengaruh terhadap peningkatan volume penjualan sayuran organik disana. Metode penentuan lokasi dilakukan secara purposive di Kelompok Tani Wanita Vigur Organik, Kelurahan Cemorokandang, Kelurahan Kedungkandang, Kota Malang. Metode penentuan responden yang dilakukan adalah metode sensus. Jenis data yang dikumpulkan terdiri dari dua macam, yaitu data primer dan data sekunder. Metode analisis data yang digunakan pada penelitian ini adalah analisis deskriptif dan kuantitatif. Pada alat analisis deskriptif yakni menjabarkan interpretasi berdasarkan hasil kuisioner dengan skala guttman, dan analisis kuantitatif yang digunakan adalah analisis regresi linier berganda untuk melihat pengaruh biaya penerapan Geen Marketing Strategy terhadap peningkatan volume penjualan sayuran organik selama tahun 2013. Penyebaran kuisioner dilkukan secara langsung dan serentak, artinya kuisioner mengetahui implementasi Green Marketing pada komoditas bayam dan kangkung dijadikan satu kuisioner karena item pertanyaan pada masing-masing variable adalah sama yang membedakan hanyalah jumlah responden untuk komoditas bayam sebanyak 12 orang dan komoditas kangkung sebanyak 10 orang yang dalam interpretasi skala Guttmannya akan dibedakan sesuai jumlah responden. Untuk komoditas bayam diperoleh hasil sebesar 76 persen yang berarti bahwa di Kelompok Tani Wanita Vigur Organik telah 76 persen menerapkan Green Marketing, untuk perhitungan pada komoditas kangkung diperoleh hasil sebesar 75 persen yang berarti bahwa untuk komoditas Kangkung, Vigur organik telah 75 persen menerapkan Green Marketing. Sedangkan untuk hasil analisis regresi linier berganda diperoleh hasil akhir untuk komoditas bayam nilai uji asumsi klasik bahwa variable Green product dan Green Promotion diatas terditribusi secara normal dan bebas dari gejala multikolinieritas,autokorelasi, ataupun heteroskedastisitas. Berdasarkan hasil regresi diperoleh hasil nilai R2 sebesar 0,916 yang berarti bahwa 91,6 persen volume penjualan bayam dipengaruhi oleh Green Product dan Green Promotion yang terdapat di dalam model. Sedangkan sisanya, yakni sebesar 8,4 persen dipengaruhi oleh faktor lain di luar model. Untuk uji keberartian koefisisen (t) variable Green Product berpengaruh nyata, positif, dan signifikan sedangkan variable Green Promotion tidak ada hubungan yang nyata, positif, dan signifikan sama sekali. Dan untuk komoditas kangkung yaitu menunjukkan konklusi nilai uji asumsi klasik bahwa variable diatas terditribusi secara normal dan bebas dari gejala multikolinieritas,autokorelasi, ataupun heteroskedastisitas. Berdasarkan hasil regresi diperoleh hasil nilai R2 sebesar 0,765 yang berarti bahwa 76 persen volume penjualan kangkung dipengaruhi oleh biaya produksi, biaya distribusi dan biaya promosi yang terdapat di dalam model. Sedangkan sisanya, yakni sebesar 24 persen dipengaruhi oleh faktor lain di luar model. Untuk uji keberartian koefisisen (t) variable Green Product berpengaruh nyata, positif, dan signifikan, sedangkan variable Green Promotion tidak menunjukkan hubungan apapaun. Kesimpulan yang bias diambil dari hasil analisis tersebut yakni, dalam menerapkan Green Marketing, untuk komoditas bayam Vigur Organik telah 76 persen menerapkan Green Marketing, sedangkan untuk komoditas bayam telah menerapakan 75. Sedangkan hasil analisis untuk variabel yang berpengaruh dalam peningkatan volume penjualan sayuran organik baik untuk bayam ataupun kangkung, hanya variabel Green Product yang memiliki hubungan nyata, positif, dan signifikan, dan variabel Green Promotion tidak memiliki hubungan apapun.

English Abstract

Horticulture development has contributed significantly to the agricultural sector and the national economy, it is known from the value of the Gross Domestic Product (GDP) number of households that rely on income from horticulture sub-sector, employment and income generation for the community 3.77325 million (Director of Horticulture, 2013). One of the horticulture business development by increasing their interest shown by the community of organic vegetables. There is a potential demand for organic vegetables, make Vigur Women Organic Farmers Group as one of the organic businesses conduct a marketing strategy based environment. Marketing strategies are applied there is a Green Marketing Strategy, which is an environment-based marketing strategy. all marketing activities that are environmentally responsible, is to minimize the negative impact on the environment both in terms of stage production to incorporate the promotion of green indicators. Where to see the implementation of the marketing strategy is done through the marketing mix approach to incorporate green indicator in the combination of core marketing strategy that includes Price, Product, Promotion, and Place. In marketing strategy there is a variable that is measured with indicators representing the category of green (healthy and environmentally friendly) a product that becomes a means of achieving profit companies where indicated by achieving an increase in sales volume. Therefore, this study aimed to analyze the implementation of the Green Marketing Strategy in Organic Vigur Women Farmers Group and what are the variables of Green Marketing Strategy that affect the increase in sales volume of organic vegetables there. Method of determining the location is purposive in Vigur Women Organic Farmers Group, Cemorokandang Village, Village Kedungkandang, Malang. The method is carried out to determine the respondents census method. Types of data collected consists of two kinds, namely primary data and secondary data. The method of data analysis used in this study is descriptive and quantitative analysis. In the descriptive analysis tool that describes the interpretations based on the results of questionnaires with Guttman scale, and quantitative analysis used is multiple linear regression analysis to see the effect of each variable in Green Marketing Strategy to increase the sales volume of organic vegetables during 2013. Questionnaires conducted directly and simultaneously, meaning a questionnaire to know the implementation of Green Marketing on commodity spinach and kale into one question items on the questionnaire because each variable is equal to the difference is the number of respondents for as many as 12 commodities spinach and kale commodities by 10 people in his interpretation of Guttman scale will be distinguished according to the number of respondents. For commodity spinach obtained yield was 76 percent, which according to the interpretation Sugiyono (2004) showed that the results of a marketing application in Vigur Organic Women Farmers Group for spinach are very consistent in implementing Green Marketing. For the calculation of the commodity kale obtained yield was 75 percent, which according to the interpretation Sugiyono (2004) showed that the results of a marketing application in Vigur Women Organic Farmers Group to consistently apply the kale commodity Green Marketing. As for the results of multiple linear regression analysis of the results obtained for spinach commodity value of the classical assumption that all the above three variables were normally distributed and free from symptoms of multicollinearity, autocorrelation, or heteroscedasticity. Based on the results obtained regression results R2 value of 0.916 which means that 91.6 percent of sales volume of spinach affected by production costs, distribution costs and promotion costs contained in the model. As for the rest, which is equal to 8.4 percent is influenced by other factors outside the model. To test the significance koefisisen (t) the Green Product effect real,positive, and significant, and the variable Green Promotion not have its effect. And for commodities kale conclusion that shows the value of the classical assumption that the variables Green Product distributed normal and free from symptoms of multicollinearity, autocorrelation, or heteroscedasticity. Based on the results obtained regression results R2 value of 0.765, which means that 86 percent of sales volume kale are influenced by production costs, distribution costs and promotion costs contained in the model. As for the rest, which amounted to 24 percent influenced by other factors outside the model. To test the significance of the coefficient (t) the Green Product effect real and positive and significant, and Green Promotion not have its effect. The conclusion that can be drawn from the results of the analysis, to analyze how the effect of implementation of Green Marketing Green Marketing Mix approach through interviews with respondents. Tool to analyze the results of these interviews using a Guttman scale, which shows the final result that the marketing activities of both organic vegetables spinach has been 76 percent applied Green Marketing, and for or kale applied 75 percent Green Marketing. And either spinach or kale commodities, Green Product variable its equally significant and posisitif to increase sales volume for spinach and kale, but for Green Promotion variabel not have its effect.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FP/2015/34/051500736
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Depositing User: Samsul Arifin
Date Deposited: 18 Feb 2015 09:33
Last Modified: 19 Oct 2021 04:20
URI: http://repository.ub.ac.id/id/eprint/130338
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