UTILIZING GREEN MARKETING TO ENHANCE AWARENESS AND UNIQUENESS IN USED COOKING OIL PROCESSING BUSINESSES
DOI:
https://doi.org/10.35794/jmbi.v13i1.65972Abstrak
Meningkatnya konsumsi minyak goreng rumah tangga di Indonesia telah meningkatkan volume limbah minyak goreng bekas, yang menimbulkan risiko lingkungan tetapi juga menciptakan peluang bagi usaha ekonomi sirkular. Dolmin, sebuah bisnis yang mengumpulkan minyak goreng bekas dan mendaur ulangnya menjadi lilin aromaterapi, masih menghadapi upaya pemasaran yang tidak terstruktur dan skeptisisme konsumen mengenai keamanan, kebersihan, dan kredibilitas produk yang berasal dari bahan limbah. Studi ini mengembangkan strategi pemasaran hijau berbasis keberlanjutan untuk memperkuat pendidikan lingkungan, identitas merek, dan penciptaan nilai ekonomi bagi Dolmin dengan mengintegrasikan kerangka kerja Segmenting–Targeting–Positioning (STP), Value Proposition Design (VPD), dan Business Model Canvas (BMC). Dengan menggunakan pendekatan studi kasus tunggal kualitatif, data dikumpulkan melalui wawancara mendalam, observasi partisipan, dan dokumentasi selama periode penelitian dan dianalisis secara tematik melalui lensa STP, VPD, dan BMC. Hasil penelitian mengusulkan positioning strategis Dolmin sebagai agen pendidikan lingkungan, menekankan komunikasi transparan dari pengumpulan hingga pengolahan dan daur ulang untuk mengurangi persepsi greenwashing dan membangun kepercayaan.
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