Competitiveness in The Organic Food Industry: The Importance of CSR and Product Communication

AISHA ANINDITA H.A, P.J. Marques Morgado

2019 | Skripsi | S1 MANAJEMEN

Meningkatnya berbagai masalah kesehatan menyebabkan masyarakat mulai lebih memperhatikan kondisi kesehatan mereka. Hal ini dapat dilihat dalam beberapa tahun terakhir, dimana angka penjualan produk makanan organik di seluruh dunia terus meningkat. Dengan bertambahnya jumlah perusahaan yang menyediakan produk yang lebih sehat, bagaimana caranya agar suatu perusahaan memperoleh competitive advantage dalam industri makanan organik? Penelitian ini difokuskan pada kegiatan marketing, khususnya product communication dengan tema Corporate Social Responsibility (CSR). Teori dasar yang digunakan dalam penelitian ini adalah Resource Based View (RBV) dan Stakeholder Based View (SBV). Selama ini, belum ada penelitian yang menghubungkan secara langsung antara CSR dan product communication dalam industri makanan organik. Hal ini memunculkan pertanyaan selanjutnya, yaitu “ Bagaimana CSR berpengaruh terhadap product communication sehingga perusahaan memiliki competitive advantage dalam industri makanan organik?” Setelah melakukan penelitian, ditemukan bahwa CSR memiliki pengaruh terhadap product communication. Melalui product communication, kesadaran dan rasa kepercayaan terhadap suatu produk dapat tercipta. Product communication yang memadai akan membantu perusahaan di dalam memperoleh competitive advantage. Relevansi penelitian ini adalah memberikan wawasan atau pengetahuan baru, agar jajaran manajer dapat memahami cara untuk memperoleh competitive advantage dalam industri makanan organik, ditinjau dari aspek pemasaran.

With the increasing number of health issues, people are beginning to be health conscious. Over the years, the sales of organic food products worldwide are increasing. Since companies are increasingly providing healthier assortments of their products, how do you gain a competitive advantage in the organic food industry? This research focuses on the business activity of marketing, specifically product communication with the theme of Corporate Social Responsibility (CSR). The theoretical foundations used in this research are Resource Based View (RBV) and Stakeholder Based View (SBV). So far, there are no research papers that provide a direct linkage between CSR and product communication catering to the organic food industry. It leads to a research question of “How does CSR influence product communication in order to gain a competitive advantage in the Organic Food Industry?” After conducting the research, it was found that CSR does influence product communication. By doing product communication, it can create awareness and a sense of trust in the product. The provision of adequate product communication at the end helps to gain a competitive advantage. The relevance of this research is that it gives managers an insight or new knowledge to help them understand how to gain competitiveness in the organic food industry from the marketing function of the business.

Kata Kunci : Competitive Advantage, Organic Food Industry, CSR, Product Communication, Organic Food, Marketing Communication