GERAKAN RAMAH LINGKUNGAN PADA PRODUK RITEL DI PASAR TRADISIONAL PONDOK LABU JAKARTA SELATAN

Nur Hidayah Nur Hidayah, Thea Herawati Rahardjo Thea Rahardjo
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Abstract

The Community Service (PKM) activity aims to introduce environmentally friendly marketing to retail products found at Pondok Labu Market, South Jakarta. The partner that was chosen for this activity is the owner of the retail shop named ‘Bunda’, which sells fashion products. The owner has been in the business for a long time but does not have knowledge of environmentally friendly marketing strategies in modern traditional markets. Nowadays, the society is smarter and more considerate towards the environment, the high awareness about various environmental problems has led to a shift in consumer behavior, whereby consumer pose a different attitude towards green lifestyles .The methods offered in this activity include training in the form of socializing the importance of environmentally friendly marketing in operating a retail business. The activity also provides assistance to retail stores in environmentally friendly marketing activities to become a role model for other retail stores. The socialization was carried out online, among others, providing knowledge related to marketing strategies to be able to compete. Socialization related to government regulations regarding environmentally friendly packaging and social responsibility as a business actor. Assisting the business owner through the introduction of environmentally conscious packaging has also been done by discussing packaging materials, shapes and colors. Delivery of packaging via JNE (local courier service) to partners. The results show there has been an increase in partners' knowledge about environmentally friendly marketing. Partners have replaced plastic shopping bags with eco-friendly shopping bags, so the products sold have higher selling value than competitors.

ABSTRAK:

Kegiatan PKM (Pengabdian Kepada Masyarakat) bertujuan untuk pengenalan  pemasaran ramah lingkungan pada produk ritel yang terdapat di Pasar Pondok Labu Jakarta Selatan. Kegiatan ini dilakukan dengan melihat permasalahan yang terdapat di toko ritel. Mitra yang dipilih pada kegiatan ini adalah pemilik toko ritel Bunda yang menjual produk fashion yang sudah lama melakukan usaha namun belum memiliki pengetahuan tentang strategi pemasaran yang ramah lingkungan pada pasar tradisional yang sudah modern. Masyarakat semakin pintar dan peduli akan lingkungan, tingginya kesadaran tentang berbagai masalah lingkungan telah menyebabkan pergeseran tingkah laku konsumen, perubahan sikap konsumen terhadap gaya hidup hijau. Metode yang ditawarkan dalam kegiatan ini meliputi pelatihan dalam bentuk sosialisasi akan pentingnya pemasaran ramah lingkungan dalam menjalankan usaha ritel. Selain itu melakukan pendampingan pada toko ritel dalam kegiatan pemasaran ramah lingkungan untuk menjadi percontohan pada toko ritel lainnya. Sosialisasi pemasaran  gerakan ramah lingkungan telah dilakukan secara daring antara lain memberikan pengetahuan terkait strategi pemasaran untuk mampu bersaing. Sosialisasi terkait peraturan pemerintah mengenai kemasan yang ramah lingkungan dan juga tanggung jawab social sebagai pelaku bisnis. Pendampingan kemasan yang berorientasi ramah lingkungan telah dilakukan dengan mendiskusikan bahan, bentuk,dan warna kemasan. Pengiriman kemasan melalui JNE kepada mitra . Hasil kegiatan menunjukkan tejadinya peningkatan pengetahuan mitra tentang pemasaran ramah lingkungan, selain itu mitra telah  mengganti kantong plastik belanja dengan kantong tas belanja yang lebih ramah terhadap lingkungan, sehingga produk yang dijual memiliki nilai jual lebih dibandingkan pesaing

Keywords

: go green marketing, mentoring, retail business

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Tomasz, Kijek. (2013). Modelling of eco-innovation diffusion : the Eu eco-label. Comparative Economic Research, Volume 18, Number 1, 2015

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