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All Journal Jurnal MEBIS (Manajemen dan Bisnis) Islamic Economics and Business Review (IESBIR)
Rizka Yusrina
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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IMPLEMENTATION OF GREEN MARKETING STRATEGIES IN DEPOK MUSLIM CULINARY MSMEs Tati Handayani; Sufyati HS; Suharyati; Ahmad Ruslan; Rizka Yusrina
Jurnal Mebis Vol. 9 No. 1: July 2024
Publisher : UPN "Veteran" Jawa Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/mebis.v9i1.576

Abstract

This research discusses the implementation of green marketing strategies in Muslim culinary MSMEs in Depok. The problem identified is the lack of awareness and implementation of environmentally friendly practices in the MSME culinary business which has an impact on environmental sustainability and the attraction of consumers who care about the environment. Green marketing is measured by the factors of green product, green price, green place, and green promotion.The purpose of this study is to analyze the factors of green product, green price, green place, and green promotion that can influence Muslim culinary MSMEs in the Depok area. This type of research with a quantitative descriptive research approach with primary data sources and data collection techniques by distributing questionnaires to culinary MSME players who live in Depok City. Data analysis using factor analysis. The results showed that in the green marketing factors that influence Muslim culinary MSMEs in Depok, a total of four factors were created: factors 1, 2, 3, and 4. Green product, green price, green place, and green promotion tools make up each of these factors. There are only 2 factors that are considered to represent the four factors formed, namely factor 1 and factor 2.
Faktor yang Memengaruhi Perpindahan Merek Skincare Internasional ke Skincare Lokal Halal Rizka Yusrina; Tati Handayani
Islamic Economics and Business Review Vol 3 No 2 (2024): IESBIR, August 2024
Publisher : Universitas Pembangunan Nasional Veteran Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59580/iesbir.v3i2.7744

Abstract

Abstract Skincare is the most popular type of cosmetic product and local skincare brands are in high demand. There are still many people who choose international skincare brands, compared to local brands, where international brands are not clear about their halalness. The factors considered are the price and the contents of the product packaging. In addition, most local brand skincare products are clearly halal and easier to find in the market and the ingredients are considered suitable for the skin type of Indonesian people. This study aims to analyze the factors that influence the switching of international skincare brands to local halal skincare. The data collection technique used the distribution of questionnaires with a likert scale. Research data analysis using data quality test and factor analysis test. The results stated that lifestyle factors, price, and halal awareness influence brand switching for halal skincare cosmetic products. Keywords: brand switching; halal awareness; halal skincare; lifestyle; price   Abstrak Skincare menjadi jenis produk kosmetik terpopular dan skincare merek lokal sudah banyak diminati. Masih banyak masyarakat yang memilih skincare merek internasional, dibandingkan merek lokal, di mana merek internasional belum jelas kehalalannya. Faktor yang dipertimbangkan adalah harga dan isi kemasan produk. Selain itu, sebagian besar produk skincare merek lokal sudah jelas kahalalannya dan lebih mudah didapatkan di pasaran serta kandungan yang dimiliki dinilai sesuai dengan jenis kulit masyarakat Indonesia. Penelitian ini bertujuan untuk menganalisis faktor yang memengaruhi perpindahan merek skincare internasional ke skincare lokal halal. Teknik pengambilan data menggunakan penyebaran kuesioner dengan skala likert. Analisis data penelitian menggunakan uji kualitas data dan uji analisis faktor. Hasil penelitian menyatakan bahwa faktor gaya hidup, harga, dan kesadaran halal memengaruhi perpindahan merek produk kosmetik skincare halal. Kata kunci: gaya hidup; harga; kesadaran halal; perpindahan merek; skincare halal
Co-Authors Ahmad Ruslan Sufyati HS Suharyati Tati Handayani