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All Journal Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi) BIOS: Jurnal Informatika dan Sains
Ismail Razak
Krisnadwipayana University, Jakarta, Indonesia
Computer Science & IT Economics, Econometrics & Finance Library & Information Science

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Sustainable marketing strategy: building an eco-friendly brand Ismail Razak
BIOS: Jurnal Informatika dan Sains Vol. 2 No. 01 (2024): BIOS: Jurnal Informatika dan Sains, April 2024
Publisher : Sean Institute

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Abstract

Increasing consumer awareness of environmental and social issues is encouraging companies to adopt a more sustainable approach in their marketing. This research will focus on marketing practices that are effective in creating a positive brand image in the eyes of consumers, while maintaining environmental integrity. Therefore, the aim of this research is to investigate and analyze sustainable marketing strategies used in building environmentally friendly brands. This research uses a qualitative approach with descriptive methods. The research results show that implementing sustainable marketing strategies has a positive impact on brand image. By prioritizing transparency, the use of sustainable labels and certifications, product innovation, and participation in environmental initiatives, companies can build strong relationships with increasingly environmentally conscious consumers. Consumer education campaigns about the benefits of sustainable products have also proven effective in forming positive perceptions. Sustainable business practices, such as sustainability in the supply chain and waste reduction, demonstrate a real commitment to environmental responsibility. These results provide a basis for recommending the implementation of sustainable marketing strategies as an important step for companies wishing to strengthen their brand image in a sustainability context.
Niche marketing: strategies for creating influence in the market Ismail Razak
MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi Vol. 3 No. 01 (2024): Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi), oktober 202
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/mar-ekonomi.v3i01.511

Abstract

In this era of globalization, competition in the market is increasingly fierce, and companies are looking for ways to differentiate themselves from competitors. Niche marketing has become an interesting approach, where companies focus on specific market segments with unique characteristics. This research aims to analyze and identify niche marketing strategies that are effective in creating influence in the market. This research uses a qualitative approach with descriptive methods. In the results of this research, it was found that implementing niche marketing strategies, including a deep understanding of consumer needs, unique products or services, appropriate pricing, and providing an extraordinary customer experience, significantly contributed to creating influence in the market. A company's reputation as an expert and leader in a limited niche market has also proven to be a major influence in strengthening its position and increasing consumer engagement. In conclusion, niche marketing can successfully create a lasting impact by combining product or service uniqueness, deep understanding of consumers, and meaningful personal interactions with customers in more focused market segments.
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