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GREEN MARKETING DALAM MEMBANGUN BRAND IMAGE UMKM BERKELANJUTAN (Studi Deskriptif Kualitatif pada UMKM Vert Terre Yogyakarta)
Implementing the Green Marketing strategy is one of the steps taken by business people in offering products to build a sustainable brand image in the midst of competition in the environmentally friendly product industry. Green Marketing not only emphasizes the business aspect but also prioritizes environmental sustainability. This study analyzes how Green Marketing is implemented in building Brand Image as a sustainable UMKM. The research method used is descriptive qualitative using the 4P green marketing mix theory (green product, green price, green place, green Promotion) as an analytical framework. Data collection was carried out through in-depth interviews, observation, and documentation. The study result show that Vert Terre implements Green Marketing through environmentally friendly products, recycled packaging, and education for customers and local communities. Despite facing price and education market challenges, this strategy has succeeded in increasing consumer awareness and loyalty to the Vert Terre brand as a choice that supports desires. In conclusion, this study can provide an overview for other business actors about the importance of implementing Green Marketing in building a sustainable brand image. Green Marketing strategy not only increases consumer awareness of environmental desires but can also strengthen consumer loyalty and trust in the brand.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
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