Kontribusi Pemasaran Sosial Terhadap Kelestarian Lingkungan Bagi Bisnis Berkelanjutan
Keywords:
social marketing, environmental sustainability, sustainable business, behavior change, cross sector collaborationAbstract
This study examines how social marketing contributes to environmental sustainability leading to sustainable business formation. Social marketing changes individual environmental behaviors by identifying and overcoming specific barriers to action. Changed behaviors create market demand for sustainable products and services. This demand signals companies to invest in cleaner technologies and business models. Behavior change as the central goal distinguishing social marketing from information campaigns. Cross sector collaboration between government, business, and non profits enables scaling of successful interventions. Effective communication avoids fear based messages that cause paralysis and instead emphasizes efficacy through concrete solutions. Sustainable financing requires diversified and transparent funding sources protecting program independence.
References
Andreasen, A. R. (2002). Marketing social marketing inthe social change marketplace. Journal of Public Policy & Marketing, 21(1), 3-13.
Arifin, S., Irfan, M., Darmawan, D., Putra, A. R., & Al Hakim, Y. R. (2014). Segmentation, Targeting, Positioning untuk Strategi Pemasaran Efektif. Jurnal Ekonomi dan Bisnis, 4(2), 51-62.
Chen, R., F. D. Delli, O. R. Isma, D. Darmawan & F. Delinger. (2015). Consequences of Word of Mouth from the Perspective of WOM Senders, Journal of Marketing Management, 31(9), 1018-1039.
Creswell, J. W. (2009). Research design: Qualitative, quantitative, and mixed methods approaches (3rd ed.). Sage Publications, Thousand Oaks.
Darmawan, D. (2011a). Pengaruh karakteristik individu, kompensasi dan modal sosial terhadap loyalitas kerja. Jurnal Ilmu Sosial, 5(3), 135-146.
Darmawan, D. (2011b). Pengaruh citra perusahaan dan keragaman produk terhadap perluasan pembelian. Jurnal Ekonomi dan Bisnis, 1(2), 55-60.
Darmawan, D. (2017). Manajemen Ritel. Revka Prima Media, Surabaya.
Darmawan, D., Mardikaningsih, R., & Putra, A. R. (2013). Proses integrasi fungsi SDM dengan fungsi pemasaran, produksi, dan keuangan. Jurnal Ekonomi dan Bisnis, 3(1), 32–42.
Gunawan, A., Yuliana, Y., Darmawan, D., & Arum, S. (2012). Manajemen terapan dan bisnis. Spektrum Nusa Press, Jakarta.
Hariani, M., & Mardikaningsih, R. (2013). Strategi Positioning dan Brand Equity untuk Keberlanjutan Usaha Mikro. Jurnal Ekonomi dan Bisnis, 3(2), 64–73.
Kotler, P., Roberto, N., & Lee, N. (2002). Social marketing: Improving the quality of life (2nd ed.). Sage Publications, London.
Krippendorff, K. (2004). Content analysis: An introduction to its methodology (2nd ed.). Sage Publications, Thousand Oaks.
Lestari, U. P., & Mardikaningsih, R. (2012). Peran Jaringan Sosial untuk Membantu Mendapatkan Akses Pasar. Jurnal Ekonomi dan Bisnis, 2(2), 73–83.
Lestari, U. P., & Mardikaningsih, R. (2015). Proses Kreativitas dan Inovasi untuk Menciptakan Produk Baru. Jurnal Ekonomi dan Bisnis, 5(2), 37–48.
Mardikaningsih, R., & Darmawan, D. (2014). Strategi Kognitif Wirausahawan untuk Menghadapi Ketidakpastian Radikal. Jurnal Ekonomi dan Bisnis, 4(2), 63-74.
Mardikaningsih, R., & Hariani, M. (2015). Implementasi Pengendalian Kualitas pada Usaha Mikro Kecil dan Menengah Modern dengan Sumber Daya Terbatas. Jurnal Ekonomi dan Bisnis, 5(1), 41–52.
Peattie, S., & Peattie, K. (2003). Ready to fly solo? reducing social marketing's dependence on commercial marketing theory. Marketing Theory, 3(3), 365-385.
Peppers, D., & Rogers, M. (2005). Return on customer: Creating maximum value from your scarcest resource. Currency Doubleday.
Sinambela, E. A., & Aprilianti, E. T. (2012). Proses Pengembangan Produk dan Peningkatan Kualitas Sesuai Kebutuhan Pasar. Jurnal Ekonomi dan Bisnis, 2(2), 26–37.
Wisnujati, N. S., Masithoh, N., & Mardikaningsih, R. (2014). Strategi Bauran Pemasaran dalam Praktik Usaha Mikro Kecil Menengah. Jurnal Ekonomi dan Bisnis, 4(1), 25–36.
