Widyaningtyas, Christine (2018) Implementasi Green Marketing Pada UKM Sebagai Upaya Memasuki Pasar Internasional (Studi Pada Batik Organik Buring). Sarjana thesis, Universitas Brawijaya.
Abstract
Green Marketing adalah suatu kegiatan pemasaran yang memperhatikan keberlangsungan lingkungan. Penelitian ini dilakukan mengingat pentingnya bagi setiap pelaku usaha untuk menerapkan Green Marketing pada kegiatan bisnis khususnya berorientasi ekspor. Salah satu contoh usaha yang menerapkan Green Marketing adalah UKM Batik Organik Buring. Adapun tujuan dilakukannya penelitian ini yakni untuk mendeskripsikan penerapan Green Marketing pada UKM Batik Organik Buring sebagai upaya memasuki pasar internasional, menjelaskan faktor-faktor yang mempengaruhi pengelola UKM Batik Organik Buring dalam penerapan Green Marketing, untuk mengetahui keunggulan kompetitif yang dimiliki UKM Batik Organik Buring dalam penerapan Green Marketing, serta dampak yang ditimbulkan dari penerapan Green Marketing tersebut. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif. Penulis melakukan wawancara dengan pemilik, manajer operasional, dan manajer produksi UKM Batik Organik Buring untuk mengetahui bagaimana penerapan Green Marketing di UKM Batik Organik Buring sendiri. Teknik analisis data yang digunakan adalah teknik analisis data Miles and Huberman. Hasil dari penelitian ini adalah penerapan Green Marketing pada UKM Batik Organik Buring telah ramah lingkungan ditinjau dari kegiatan produksi, promosi, distribusi, dan harga yang ditetapkan. Kesadaran untuk bertanggung jawab terhadap lingkungan, adanya peraturan pemerintah, adanya persaingan industri sejenis dan penghematan biaya dalam pengelolaan limbah merupakan faktor yang mempengaruhi penerapan Green Marketing pada UKM Batik Organik Buring. Kegiatan pemasaran internasional yang dilakukan UKM Batik Organik Buring dengan menerapkan Green Marketing telah memberikan manfaat baik secara mikro maupun makro.
English Abstract
Green Marketing is a marketing activity that takes into account environmental sustainability. This research was carried out considering the importance for every business actor to implement Green Marketing in business activities especially export-oriented. One example of a business that applies Green Marketing is SMES Buring Organic Batik. The purpose of this study is to describe the implementation of Green Marketing in SMEs Buring Organic Batik as an effort to enter the international market, explaining the factors that influence the management of SMEs Buring Organic Batik in the application of Green Marketing, to find out the competitive advantages possessed by Buring Organic Batik SMES in the application Green Marketing, as well as the impact of implementing Green Marketing . This research is a descriptive study with a qualitative approach. The author conducted an interview with the owner, operational manager, and manager of Buring Organic Batik SMEs production to find out how implemented Green Marketing is in the Buring Organic Batik SMEs themselves. Data analysis techniques used are Miles data analysis techniques and Huberman. The results of this study are the application of Green Marketing in SMES Buring Organic Batik has been environmentally friendly in terms of the production, promotion, distribution, and price determined activities. Awareness of environmental responsibility, government regulations, competition in similar industries and cost savings in waste management are factors that influence the application of Green Marketing to SMEs in Buring Organic Batik. International marketing activities carried out by SMES Buring Organic Batik by implementing Green Marketing have provided benefits both micro and macro.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/1141/051900970 |
| Uncontrolled Keywords: | Green Marketing, Pasar Internasional, Keunggulan Kompetitif-Green Marketing, International Markets, Competitive Advantages |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.802 General topics of marketing management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 08 May 2019 04:17 |
| Last Modified: | 25 Oct 2021 04:29 |
| URI: | http://repository.ub.ac.id/id/eprint/165709 |
![[thumbnail of Christine Widyaningtyas.pdf]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text
Christine Widyaningtyas.pdf Download (5MB) |
![[thumbnail of Thumbnails conversion from text to thumbnail_lightbox]](http://repository.ub.ac.id/165709/2/lightbox.jpg) |
Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg Download (18kB) |
![[thumbnail of Thumbnails conversion from text to thumbnail_preview]](http://repository.ub.ac.id/165709/3/preview.jpg) |
Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg Download (7kB) |
![[thumbnail of Thumbnails conversion from text to thumbnail_medium]](http://repository.ub.ac.id/165709/4/medium.jpg) |
Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg Download (2kB) |
![[thumbnail of Thumbnails conversion from text to thumbnail_small]](http://repository.ub.ac.id/165709/5/small.jpg) |
Other (Thumbnails conversion from text to thumbnail_small)
small.jpg Download (1kB) |
Actions (login required)
 |
View Item |