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All Journal Jurnal Ilmiah Manajemen Kesatuan
Nugroho, Gregorius Aditya Prasetyo
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Economics, Econometrics & Finance Social Sciences

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Sustainable Value-Based Online Marketing Communication Strategy: Namira Ecoprint Case Study Nugroho, Gregorius Aditya Prasetyo; Nasution, Arman Hakim
Jurnal Ilmiah Manajemen Kesatuan Vol. 12 No. 4 (2024): JIMKES Edisi Juli 2024
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v12i4.2704

Abstract

This research aims to develop an online marketing communication strategy for namira ecoprint, an ecoprint SME facing challenges in conveying its brand online. It investigates the impact of marketing strategies on sustainable value creation in the ecoprint industry. Using a mixed-methods approach, the study combines qualitative data from literature, interviews, and observations with quantitative data from an online survey. The resulting strategy is evaluated using SEM-PLS analysis within the framework of alternative marketing strategies adapted for the ecoprint industry's channel ecosystem. The findings indicate that the proposed strategy effectively enhances Namira Ecoprint's brand image as environmentally friendly and provides a foundation for implementing marketing tactics in collaboration with the creative industry.
Co-Authors Arman Hakim Nasution