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All Journal Jurnal SOLMA Jesya (Jurnal Ekonomi dan Ekonomi Syariah)
Saputro, Priangga Eko
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Decision Sciences, Operations Research & Management Other

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Pengembangan Strategi Pemasaran Inklusif bagi Komunitas Penyandang Disabilitas di Banyuwangi: Pendekatan Partisipatif dan Berkelanjutan Muhammad, Naufal Dzakwana; Dewi, Titis Shinta; Wiludjeng, Ita Prihatining; Saputro, Priangga Eko
Jurnal SOLMA Vol. 14 No. 3 (2025)
Publisher : Universitas Muhammadiyah Prof. DR. Hamka (UHAMKA Press)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/solma.v14i3.20942

Abstract

Background: Pembangunan ekonomi inklusif menjadi prioritas dalam mewujudkan Tujuan Pembangunan Berkelanjutan (TPB), khususnya Tujuan 8 tentang pekerjaan layak dan pertumbuhan ekonomi. Namun, penyandang disabilitas di Indonesia masih menghadapi tantangan yang signifikan dalam mengakses peluang ekonomi produktif akibat keterbatasan modal, minimnya keterampilan manajerial, dan rendahnya literasi kewirausahaan. Penelitian ini bertujuan untuk meningkatkan kapasitas Persatuan Penyandang Disabilitas Indonesia (PPDI) Kabupaten Banyuwangi dalam mengembangkan strategi pemasaran berbasis konsep Segmenting, Targeting, Positioning (STP) dan bauran pemasaran 4P. Metode: Metode yang digunakan adalah Participatory Action Learning System (PALS) yang mengintegrasikan asesmen partisipatif, pelatihan interaktif, dan perumusan rencana tindak lanjut melalui rencana aksi. Hasil: Hasil kegiatan menunjukkan bahwa 30% warga telah membentuk usaha mandiri, sedangkan 70% lainnya telah bergabung dalam usaha kolektif. Oleh karena itu, pelatihan difokuskan pada penciptaan ide produk, diferensiasi, dan penyusunan mini-roadmap pengembangan usaha. Dampak nyata dari kegiatan ini adalah peningkatan pemahaman peserta tentang strategi diferensiasi, tumbuhnya pola pikir kewirausahaan, dan terbentuknya mekanisme tindak lanjut berupa grup komunikasi daring (WhatsApp) yang berfungsi sebagai media pendampingan berkelanjutan. Dalam praktiknya terdapat peserta yang sukses mengisi lembar kerja untuk bisa ditindak lanjuti proses selanjutnya. Kesimpulan: Pendampingan berkelanjutan disaranakn melalui manajemen produksi dan perluasan kemitraan.
Protective and Social Motives behind Green Purchase Value: Evidence from Gen Z Green Cosmetics Consumers Muhammad, Naufal Dzakwana; Saputro, Priangga Eko; Mala, Iva Khoiril; Asti, Arsy Annisa; Esera, Hilda
Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Vol 9 No 1 (2026): Artikel Riset Januari 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Al-Washliyah Sibolga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36778/jesya.v9i1.2316

Abstract

Existing green marketing research largely conceptualizes Green Purchase Value (GPV) as the outcome of stable cognitive evaluations driven by environmental attitudes, social norms, and identity-based considerations. This approach overlooks how deeper, context-sensitive motivational systems may dynamically shape value construction, particularly in symbolic product categories such as cosmetics and within emerging markets. Addressing this theoretical gap, this study reconceptualizes GPV as a motivationally constructed outcome by integrating fundamental motives theory from evolutionary psychology into the sustainability marketing framework. Using a quantitative survey of 170 Generation Z consumers in Indonesia and analyzing the data with Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4, this study examines the effects of six fundamental motives, kin care, mate acquisition, mate retention, self-protection, group affiliation, and status seeking on GPV in the context of green cosmetics. The results reveal that group affiliation, mate acquisition, and self-protection exert significant positive effects on GPV, while kin care, mate retention, and status seeking do not. Theoretically, this study advances the GPV literature by demonstrating that value formation in green consumption is driven by adaptive social and protective motives rather than purely cognitive or identity-based evaluations. Practically, the findings suggest that green cosmetic brands should emphasize health protection narratives and community-based, lifestyle-oriented positioning to resonate with Generation Z consumers in emerging markets
Co-Authors Asti, Arsy Annisa Dewi, Titis Shinta Esera, Hilda Iva Khoiril Mala Muhammad, Naufal Dzakwana Wiludjeng, Ita Prihatining