Analisis Pengetahuan Konsumen tentang Green Marketing pada Produk Kopi Work Coffee Indonesia
DOI:
https://doi.org/10.30737/agrinika.v6i2.2265Keywords:
marketing mix, green marketing, coffee shop, consumer knowledgeAbstract
Responding to environmental problems that occur in all countries in the world, marketing management science responds by developing the concept of green marketing which is now starting to be applied by companies as a marketing strategy as well as corporate responsibility for environmental problems. The application of green marketing by greenpreneur may indirectly affect consumer behavior, ranging from awareness, knowledge, to purchasing decision behavior. Work Coffee Indonesia is one of the greenpreneur that implements green marketing in Bandung. This research aimed to examine and analyze consumer knowledge of the application of green marketing by Work Coffee Indonesia. The research respondents were 100, taken by the accidental sampling method, which are consumers of Work Coffee Indonesia. The results of the questionnaire were taken as primary data and analyzed using quantitative descriptive analysis. The analytical tool used in this research was descriptive statistical analysis. The results showed that consumers have good knowledge about green marketing through the dimensions of green products and green places, namely understanding of raw materials, packaging, and environmentally friendly production waste and understanding of green distribution channels identified through spatial design.
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Merespons kondisi permasalahan lingkungan yang melanda hampir seluruh negara di dunia, keilmuan manajemen pemasaran mengembangkan konsep green marketing yang saat ini mulai banyak diterapkan oleh perusahaan sebagai strategi pemasaran sekaligus bentuk tanggung jawab perusahaan terhadap permasalahan lingkungan. Penerapan green marketing oleh pengusaha hijau atau greenpreneur secara tidak langsung dapat mempengaruhi perilaku konsumen, mulai dari kesadaran, pengetahuan, hingga perilaku keputusan pembelian. Work Coffee Indonesia merupakan salah satu greenpreneur yang menerapkan konsep green marketing di Kota Bandung. Penelitian ini ditujukan untukmengkaji dan menganalisis pengetahuan konsumen terkait pendekatan green marketing yang diterapkan oleh Work Coffee Indonesia di Kota Bandung. Sampel pada penelitian ini sebanyak 100 orang, diambil dengan metode penarikan sampel accidental sampling, yang mana merupakan konsumen Work Coffee Indonesia. Hasil kuesioner diambil sebagai data primer dan dianalisis menggunakan analisis deskriptif kuantitatif. Hasil penelitian menunjukkan konsumen memiliki pengetahuan baik terkait pendekatan green marketing yang dilakukan oleh Work Coffee Indonesia melalui dimensi green products dan green places, yakni pemahaman akan bahan baku, kemasan, serta limbah produksi ramah lingkungan dan pemahaman akan saluran distribusi hijau yang diidentifikasikan melalui desain tata ruang.
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