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All Journal Jurnal Ekonomi Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Carlo Magno T. Mendoza
University of Tsukuba
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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MARKETING MODEL OF STARBUCKS: A SUSTAINABILITY MONETIZATION Daniel Susilo; Carlo Magno T. Mendoza
Jurnal Ekonomi Vol. 12 No. 02 (2023): Jurnal Ekonomi, Perode April - Juni 2023
Publisher : SEAN Institute

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Abstract

In the digital age, big brand provides information via their Instagram account, that includes Starbucks Indonesia. Starbucks Indonesia involves themselves in eco-friendly product which also spread awareness to their audience. As much as it is good for the people and Starbucks brand, this type of marketing is sustainability monetization as it only released product instead of social activity. It is good that Starbucks Indonesia had credibility in coffee industry. However, in reality, it is more necessary to monetize it. The content analysis by Krippendorf will help in discerning Starbucks Indonesia’s content. the type of sustainability campaign held by Starbucks Indonesia is monetization of eco-friendly concept. This way can be interpreted in two different ways, that the product is actually made with eco-friendly design and ingredients, or the product is bait made with false sustainability products. The model of their marketing is awareness-driven interest, by telling them they’re the ally of earth and nature, it captivates their buyers to purchase in order to care more for the planet and nature.
Sustainability in Industry: The Lack of Implementation Running in the FMCG Industry Daniel Susilo; Carlo Magno T. Mendoza; Mohammad Ali Khan
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 2 (2023): April 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ministal.v2i2.3850

Abstract

The FMCG industry is an impactful industry in many regions, especially when it is running during the COVID-19 pandemic, and they still make progress. However, as good as its blessings are, the FMCG industry has its struggles with innovation, and each region has shown some differences until now; thus, the data speaks for itself. India, which has a Hindu majority, and their vegetarianism show some differences in how they explored the wisdom of the FMCG industry. It makes the industry unique on its own to have an eco-friendly movement through a cultural push of their vegetarian beliefs. The method was Krippendorf content analysis on Twitter, we’ll get closer to looking at the unique data. Findings have shown that changing consumer preferences have also impacted the FMCG industry in India. Consumers are becoming more health-conscious and opting for products that are natural, organic, and free from harmful chemicals.
Co-Authors Daniel Susilo Mohammad Ali Khan