Strategi Komunikasi Pemasaran Hijau Dalam Pemberdayaan Kewirausahaan Masyarakat Mat Peci

Abstract

Trend of marketing communication models applied in companies or institutions. This matter dueto a turnaround in the concept of economic development that it was originally focused on publicwelfare alone becomes a green economy or an economic idea that aims to improve the welfareand social equality of society, at the same time significantly reduce the risk of environmentaldamage. Green marketing or marketing Green is a concept related to all marketing activities anddevelopment, to stimulate and shape caring consumer behavior towards environmentalsustainability The Mat Peci community is a caring community to the community around theCiliwung watershed by establishing a guided MSME group to form self-reliant citizens.However, MSMEs do not yet have competitiveness, so a new marketing communication strategyis needed to be able to enter the market. Wrong One of them is by implementing green marketingcommunications This study aims to determine the Deep Green Marketing CommunicationStrategy Empowerment of Entrepreneurial Community Mat Peci Green Camp This research usesqualitative research methods with case study research design Data collection techniques usingsemi-structured interviews and passive participant observation and literature review. Thesampling technique uses the snowball sampling technique and the grand theory used namely communication planning theory. This research was conducted at the Mat Peci Community,Srengseng, South Jakarta.The result of this research is the SME community has a green marketing model, In terms ofproduction, the community has used environmentally friendly materials for the raw materials ofits products, both the main raw materials and packaging. In addition, the community has carriedout waste management for their production waste, by creating separate waste channels that can berecycled and waste segregation. On the marketing side, the community has used a targetedmarketing model through communities that care about the environment to promote and markettheir products and use social media to provide education and promote products, although this isnot currently felt to be effective.