GERAKAN RAMAH LINGKUNGAN PADA PRODUK RITEL DI PASAR TRADISIONAL PONDOK LABU JAKARTA SELATAN
Main Article Content
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
Article Details
This work is licensed under a Jurnal Bakti Masyarakat Indonesia https://creativecommons.org/licenses/by-nc-sa/4.0/
References
Bellavance,et al.,(2013). Bellavance F, Landry, S & Schiehll, E 2013, „Procedural Justice in Managerial Performance Evaluation: Effect of Subjectivity, Relationship Quality, and Voice Opportunity?, The British Accounting Review, 45, 149-166.
Davidson, Arthur A. Thompson, A.J. Strickland, and Gamble, J. 2012 Crafting and Executing Strategy, 18thE: McGrawHill Polesky
Hanifah, Ayu Devi. 2016. Pengaruh Bauran Pemasaran Berwawasan Green Marketing Terhadap Keputusan Pembelian (Survei pada Pembeli yang Menghuni Perumahan Ijen Nirwana Malang). Jurnal Administrasi Bisnis (JAB) 32 (2), hal: 23-32.
Howkins, John. 2013. The Creative Economy: How People Make Money From Ideas. England-
UK: Penguin Books
Dahlstrom, R 2011, Green Marketing Management, South-Western Cengage Learning
Levy, Michael and Barton A. Weitz (2012). Retailing Management. New York : McGraw-Hill Companies
MA Goh, Y & Wahid, NA 2014, 'A review on green purchase behaviour trend of Malaysian consumers', vol. 11(2), hal. 103–111, http://doi.org/10.5539/ass.v11n2p103.
Nandakumar, M.K; Abby Ghobadian & Nicholas O’Regan. (2010). Bussiness-Level Strategy and Performance : The Moderating Effect of Environment and Structure. Manajement Decision, 48, 6, 907-939.
Pradeep MD et al, (2017); Jurnal Internasional Teknik dan Manajemen TerapanSurat (IJAEML), ISSN :Diterapkan , Vol. 1, No. 2, Oktober 2017. www.srinivaspublication.com
Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311-1319. http://dx.doi.org/10.1016/j.jbusres.2011.01.016
Said, AM, Ahmadun, FR, Paim, LH & Masud, J 2003, 'Environmental concerns, knowledge and practices gap among Malaysian teachers', International Journal of Sustainability Higher
Rezai Golnaz, Phuah Kit Teng, Zainalabidin Mohamed & Mad Nasir Shamsudin. (2013). Is it easy to go green ?. consumer perception and green concept. American Journal of Applied Sciences 10 (8) : 793-800.
Tomasz, Kijek. (2013). Modelling of eco-innovation diffusion : the Eu eco-label. Comparative Economic Research, Volume 18, Number 1, 2015
Levy, Michael and Barton A. Weitz (2012). Retailing Management. New York : McGraw-Hill Companies
MA Goh, Y & Wahid, NA 2014, 'A review on green purchase behaviour trend of Malaysian consumers', vol. 11(2), hal. 103–111, http://doi.org/10.5539/ass.v11n2p103.
Nandakumar, M.K; Abby Ghobadian & Nicholas O’Regan. (2010). Bussiness-Level Strategy and Performance : The Moderating Effect of Environment and Structure. Manajement Decision, 48, 6, 907-939.
Pradeep MD et al, (2017); Jurnal Internasional Teknik dan Manajemen TerapanSurat (IJAEML), ISSN :Diterapkan , Vol. 1, No. 2, Oktober 2017. www.srinivaspublication.com
Polonsky, M. J. (2011). Transformative green marketing: Impediments and opportunities. Journal of Business Research, 64(12), 1311-1319. http://dx.doi.org/10.1016/j.jbusres.2011.01.016
Said, AM, Ahmadun, FR, Paim, LH & Masud, J 2003, 'Environmental concerns, knowledge and practices gap among Malaysian teachers', International Journal of Sustainability Higher
Rezai Golnaz, Phuah Kit Teng, Zainalabidin Mohamed & Mad Nasir Shamsudin. (2013). Is it easy to go green ?. consumer perception and green concept. American Journal of Applied Sciences 10 (8) : 793-800.
Tomasz, Kijek. (2013). Modelling of eco-innovation diffusion : the Eu eco-label. Comparative Economic Research, Volume 18, Number 1, 2015