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All Journal Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi)
Bianca Rayhanna Ramadhanti Moksen
LSPR Institute of Communication & Business
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management

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Strategi Brand Positioning Berbasis Keberlanjutan Lingkungan: Studi Kasus Napak Bhumi 2021-2024 Bianca Rayhanna Ramadhanti Moksen; Kayla Ratna Zahra Suradimaja; Jefri Audi Wempi
Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Vol 9 No 4 (2025): OCTOBER-DECEMBER 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jtik.v9i4.4145

Abstract

The fashion industry significantly impacts the environment, especially through textile waste from fast fashion. In 2021, Indonesia produced around 2.3 million tons of textile waste. This study explores the sustainability strategy of Napak Bhumi. This local brand transforms textile waste into eco-friendly shoes, uses traditional packaging, supports local artisans, and donates 10% of profits to underprivileged children through the #Tinggalkanjejakbaikmu campaign. Using qualitative methods interviews with five sources and social media analysis the findings show consumers value sustainability beyond product design. This reflects a growing awareness among young generations and offers key insights for brands aiming to integrate social and environmental values into their marketing strategies.
Co-Authors Jefri Audi Wempi Kayla Ratna Zahra Suradimaja