Implementasi Green Marketing pada Industri Lokal:(Studi kasus Implementasi Green Marketing pada Komunikasi Pemasaran Utama Spice).

Imam Solihin, Pulung Setiosuci Perbawani

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT This research aims to give general overview of how green marketing concept applied on Indonesia’s local industry, by observing marketing communication activity that implemented by Bali based company, Utama Spice. This research is also observed factors that affected green marketing’s implementation on Indonesia’s socio-cultural context and how Utama Spice respond to these factors. This research is a qualitative research using case study approach. Object of this research is Utama Spice, a Bali based skincare & aromatherapy company. Promotion elements become main focus in this research, but considering marketing elements has been integrated nowadays, the research is not only focused on promotion element only. Another elements that affected company’s identity has also discussed including product, price, place, physical evidence, and another marketing-mix elements. Interesting result showed in this research is Utama Spice’s focus on how to produce affordable green products to reach more consumer. They’re targeted middle class and not only focused on higher market. Utama Spice has been tried to reach wider market and spread the good impact about environmental-friendly products. (Keywords: Green marketing, Utama Spice, Komunikasi pemasaran, Marketing Communication)

Kata Kunci : Manajemen Pemasaran