Strategi Komunikasi Pemasaran Hijau Dalam Pemberdayaan Kewirausahaan Masyarakat Mat Peci

Abstract

Trend of marketing communication models applied in companies or institutions. This matter due
to a turnaround in the concept of economic development that it was originally focused on public
welfare alone becomes a green economy or an economic idea that aims to improve the welfare
and social equality of society, at the same time significantly reduce the risk of environmental
damage. Green marketing or marketing Green is a concept related to all marketing activities and
development, to stimulate and shape caring consumer behavior towards environmental
sustainability The Mat Peci community is a caring community to the community around the
Ciliwung watershed by establishing a guided MSME group to form self-reliant citizens.
However, MSMEs do not yet have competitiveness, so a new marketing communication strategy
is needed to be able to enter the market. Wrong One of them is by implementing green marketing
communications This study aims to determine the Deep Green Marketing Communication
Strategy Empowerment of Entrepreneurial Community Mat Peci Green Camp This research uses
qualitative research methods with case study research design Data collection techniques using
semi-structured interviews and passive participant observation and literature review. The
sampling technique uses the snowball sampling technique and the grand theory used namely communication planning theory. This research was conducted at the Mat Peci Community,
Srengseng, South Jakarta.
The result of this research is the SME community has a green marketing model, In terms of
production, the community has used environmentally friendly materials for the raw materials of
its products, both the main raw materials and packaging. In addition, the community has carried
out waste management for their production waste, by creating separate waste channels that can be
recycled and waste segregation. On the marketing side, the community has used a targeted
marketing model through communities that care about the environment to promote and market
their products and use social media to provide education and promote products, although this is
not currently felt to be effective.