PEMASARAN BERKELANJUTAN : ANALISIS STRATEGI PT UNILEVER DALAM MEMPRODUKSIKAN PRODUK RAMAH LINGKUNGAN
DOI:
https://doi.org/10.54964/manajemen.v9i2.390Keywords:
Pemasaran berkelanjutan, produk ramah lingkungan, kesadaran konsumenAbstract
This research investigates the impact of sustainable marketing strategies implemented by PT Unilever on consumer acceptance of environmentally friendly products. PT Unilever, as a leading multinational company, has taken a serious commitment to producing products that prioritize environmental sustainability. The study explores how Unilever's marketing strategies have influenced consumer awareness of sustainable products, whether consumers are more likely to choose Unilever's sustainable products, and other impacts on the company's image and business sustainability. The results of this research provide a better scientific understanding of how companies can achieve success in marketing sustainable products and contribute to positive changes in consumer behavior.
References
Apriyanti, M E. 2018. “Pentingnya Kemasan Terhadap Penjualan Produk Perusahaan.” Sosio e-kons. https://journal.lppmunindra.ac.id/index.php/sosio_ekons/article/view/2223.
Arimbawa, I G S, and N W Ekawati. 2017. “Pengaruh Penerapan Green Marketing Terhadap Citra Merek Dan Keputusan Pembelian Produk.” https://ojs.unud.ac.id/index.php/manajemen/article/download/29626/18527.
Dhenabayu, R, F A C Kamila, D Wahyuni, and ... 2022. “PERKEMBANGAN STRATEGI BISNIS PT UNILEVER (TINJAUAN ANALISIS PESTEL DAN SWOT).” Journal of Digital …. https://ejournal.unesa.ac.id/index.php/jdbim/article/view/48683.
Faizah, B S Q. 2020. “Penerapan Green Accounting Terhadap Kinerja Keuangan.” Jurnal Riset Akuntansi Kontemporer. https://journal.unpas.ac.id/index.php/jrak/article/view/2779.
Gandajaya, L, and C Mulyadi. 2022. “PENGARUH GREEN MARKETING MIX TERHADAP MINAT BELI PRODUK LOVE BEAUTY AND PLANET.” Journal of Accounting and Business …. https://journal.ithb.ac.id/JABS/article/view/579.
Hasibuan, A N, P Damayanti, and ... 2021. “ANALISIS KEPUTUSAN PEMBELIAN KONSUMEN DIPENGARUHI GREEN MARKETING PRODUK.” Jurnal Manajemen dan …. https://journal.moestopo.ac.id/index.php/jmb/article/view/2190.
Hikmatunnisa, H, R S Purwanti, and ... 2020. “Pengaruh Green Product Dan Green Advertising Terhadap Keputusan Pembelian (Suatu Studi Pada Pembeli Yang Menghuni Perumahan Garden City Ciamis).” Business Management …. https://jurnal.unigal.ac.id/bmej/article/view/3948.
Khairunnisa, W, A Efendi, and G Subagja. 2021. “PERSPEKTIF GREEN MARKETING TOOLS PADA PEMBELIAN PRODUK RAMAH LINGKUNGAN.” Jurnal Perspektif Bisnis. http://jpb.fisip.unila.ac.id/index.php/jpb/article/view/72.
Lie, V. 2021. Strategi Rencana Aksi Employer Branding Dalam Media Sosial Instagram Akun@ Kami. Unilever Dari PT. Unilever Indonesia, Tbk/Verent Lie/61160023/Pembimbing …. eprints.kwikkiangie.ac.id. http://eprints.kwikkiangie.ac.id/2052/.
Mardatillah, S M, Y Heriyanto, and ... 2022. “Analisis Strategi Pemasaran Internasional Dalam Meningkatkan Omset Penjualan Pada PT. Indofood CBP Sukses Makmur Tbk.” … Jurnal Administrasi Bisnis. https://ojs.stiami.ac.id/index.php/JUMABI/article/view/2793.
Paulus, M M. 2018. “PEMASARAN PRODUK.” FOKUS: Publikasi Ilmiah untuk Mahasiswa, Staf …. https://jurnal.unka.ac.id/index.php/fisip/article/view/143.
Pratama, A, and S Nurfadila. 2022. “Implementasi Strategi Operasi Manufaktur Hijau Menuju Keberlanjutan Manufaktur.” Ekonomia. http://ejournal.lembahdempo.ac.id/index.php/ITBis-E/article/download/253/185.
Savema, I, S Adawiyyah, M R Fahlavi, and R H Naufal. “Analisis Manajemen Proses Bisnis Pada PT. UNILEVER INDONESIA Tbk.” researchgate.net. https://www.researchgate.net/profile/Muhammad-Fahlavi/publication/354447610_Analisis_Manajemen_Proses_Bisnis_pada_PT_UNILEVER_INDONESIA_Tbk/links/6138d656a3a397270a8f063d/Analisis-Manajemen-Proses-Bisnis-pada-PT-UNILEVER-INDONESIA-Tbk.pdf.
Suwondo, S P D, and K A S Pramudana. 2016. “Peran Sikap Dalam Memediasi Pengaruh Ecoliteracy Terhadap Kesediaan Untuk Membeli Produk Ramah Lingkungan.” https://ojs.unud.ac.id/index.php/Manajemen/article/download/22140/14755.
Wardani, I, and S T Rahardjo. 2022. “Analisis Pengaruh Green Brand Positioning, Attitude, Knowledge Dan Perceived Value Terhadap Green Product Purchase Intention Pada Produk Unilever Indonesia Di ….” SEIKO: Journal of Management & …. https://journal.stieamkop.ac.id/index.php/seiko/article/view/2417.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Rekha Juanita, Rizqi Angelika Sumardi, Mohamad Zein Saleh
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
