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All Journal JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Journal of Halal Research, Policy, and Industry
Berto Mulia Wibawa
Institut Teknologi Sepuluh Nopember Surabaya
Religion Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Public Health

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UTILIZING GREEN MARKETING TO ENHANCE AWARENESS AND UNIQUENESS IN USED COOKING OIL PROCESSING BUSINESSES Salsabila Au'maylia Mutmainah; Berto Mulia Wibawa
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 13 No 1 (2026): JMBI UNSRAT Volume 13 Nomor 1
Publisher : Magister Manajemen Program Pasca Sarjana Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v13i1.65972

Abstract

Rising household consumption of cooking oil in Indonesia has increased the volume of used cooking oil waste, which poses environmental risks but also creates opportunities for circular-economy ventures. Dolmin, a business that collects used cooking oil and upcycles it into aromatherapy candles, still faces unstructured marketing efforts and consumer skepticism regarding the safety, cleanliness, and credibility of products derived from waste materials. This study develops a sustainability-based green marketing strategy to strengthen environmental education, brand identity, and economic value creation for Dolmin by integrating the Segmenting–Targeting–Positioning (STP) framework, Value Proposition Design (VPD), and the Business Model Canvas (BMC). Using a qualitative single- case study approach, data were gathered through in-depth interviews, participant observation, and documentation over the research period and analyzed thematically through the lens of STP, VPD, and BMC. The results propose a strategic positioning of Dolmin as an environmental education agent, emphasizing transparent communication from collection to processing and upcycling to reduce perceptions of greenwashing and build trust. The primary market segment is identified as women aged 25–40 with an interest in sustainable lifestyles, supported by secondary targets such as homemakers and business partners, and a value proposition combining sustainability, aesthetics, and social meaning. Practical recommendations include activating digital channels (Instagram and TikTok), strengthening storytelling, improving aesthetic product design, expanding variants and interactive features, and scaling partnerships with restaurants, schools, communities, and influencers. Overall, the integrated strategy offers an implementable business development roadmap and provides practical insights for similar waste-management enterprises promoting responsible consumption and production.
EXPLORING THE KEY FACTORS INFLUENCING YOUNG CONSUMERS' PURCHASING DECISIONS OF HALAL PRODUCTS IN EAST JAVA Berto Mulia Wibawa; Rachma Rizqina Mardhotillah; Cepryana Sathalica Widyananda
Journal of Halal Research, Policy, and Industry Vol. 3 No. 2 (2024): Journal of Halal Research, Policy, and Industry : Desember
Publisher : UNIVERSITAS NAHDLATUL ULAMA SURABAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33086/jhrpi.v3i2.6671

Abstract

This research explores the key factors influencing young consumers' purchasing decisions of halal products in East Java, with a focus on Generation Z. In an increasingly digital and globally connected world, young consumers are more aware of halal principles and how they align with religious, ethical, and social values. The study investigates how various factors—such as attitude toward halal, trust in halal certification, and the role of digital marketing—impact purchasing decisions. Using a quantitative approach, data was collected through surveys distributed to Gen Z consumers in East Java. The results reveal that attitude toward halal is a significant predictor of purchasing behavior, with trust in halal certification further strengthening the decision-making process. Additionally, digital marketing efforts play a crucial role in shaping consumer awareness and confidence in halal products. This study concludes that a combination of religious adherence, trust, and effective digital engagement strategies strongly influences the purchasing decisions of young consumers in East Java. The findings provide valuable insights for marketers and businesses aiming to target the growing halal market among younger demographics.
Co-Authors Cepryana Sathalica Widyananda Rachma Rizqina Mardhotillah Salsabila Au'maylia Mutmainah