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Febriantina Dewi
School Of Business, IPB University, Indonesia
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : Journal of Consumer Science

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How Does the Implementation of Social Entrepreneurship Business-to-Business Marketing Strategy? Retnaningsih, Retnaningsih; Yuridis, Melani Sukma; Dewi, Febriantina
Journal of Consumer Sciences Vol. 8 No. 3 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.3.318-339

Abstract

XYZ as a social entrepreneur in Bogor, produces handicrafts from newspapers to raise public awareness of environmental and social issues. This study aims to identify the marketing mix applied by XYZ, analyze customer perceptions of the marketing mix, and formulate recommendations for XYZ's marketing mix 4.0 to increase demand for newspaper craft products. Convenience sampling was used, and descriptive data analysis was performed. The respondents included three internal company representatives, 13 customers, and 12 prospective customers. According to the research findings, XYZ successfully implemented a 4P marketing mix strategy that covered product, price, place/distribution, and promotion. XYZ's marketing strategy in these areas has been rated highly in the excellent category of product (100%), price (85%), place/distribution (77%), and promotion (92%). However, the research also suggests that a company could enhance its marketing tactics by adopting the 4C marketing mix (co-creation, currency, communal activation, and conversation) based on insights gathered from customers and potential customers to better cater to the market's needs.
Co-Authors Achmad Fadillah Agus Maulana Anita Primaswari Widhiani Chasanah, Alfa Fadhila Akmaliyah Hananti, Shabira Fahria Inda Premordia Megawati, Lokita Rizky Nikolaou, Charalambos Popong Nurhayati Retnaningsih Retnaningsih Retnaningsih Siti Jahroh Tasrih, Andi Mahatir Nur Watanabe, Hinayo Yuridis, Melani Sukma