PENERAPAN GREEN MARKETING PADA UPAYA MEMBENTUK BRAND IMAGE DALAM MENCIPTAKAN CORPORATE IMAGE GO GREEN (Studi Pada PT. Cabot Indonesia, Jakarta) - Miftah Khoirudin; Kadarisman Hidayat; Edy Yulianto (Jurnal Administrasi Bisnis, 2016)
This research uses descriptive research with qualitative approach, with two formulation of the problem, namely; How does the process of implementing green marketing PT Cabot Indonesia as an effort to build the brand image?; How does the brand image of green marketing PT Cabot Indonesia in creating a corporate image go green? These results indicate that; Process of green marketing according to Peattie divided into 7 implementation of internal and 7 implementation of external and 4 indicators of the success of the implementation of green marketing, just not listed policies that support the implementation of green marketing in the implementation of internal run by PT Cabot Indonesia, but the policy goes into the process of the activities that are environmentally friendly because PT Cabot Indonesia believe the policy is a part that is inside every process of business activities conducted by PT Cabot Indonesia; factors forming the brand image of PT Cabot Indonesia of the implementation of green marketing, among others: portfolio Cabot, Cabot logo development, identity, verbal and visual identity. Then the creation of corporate image PT Cabot Indonesia through awards, increased revenue, increased stock, reduced production costs, and achieving the goals of environmentally friendly industries. Keywords: Green Marketing, Brand Image, Corporate Image Go Green ABSTRAK Penelitian ini menggunakan jenis penelitian deskriptif dengan pendekatan kualitatif, dengan dua rumusan masalah yaitu; Bagaimana proses penerapan green marketing PT Cabot Indonesia sebagai upaya membentuk brand image?; Bagaimana brand image green marketing PT Cabot Indonesia dalam menciptakan corporate image go green? Hasil penelitian ini menunjukan bahwa; Proses green marketing menurut Peattie yang terbagi menjadi 7 penerapan internal dan 7 penerapan eksternal serta 4 indikator suksesnya penerapan green marketing, hanya tidak tercantum kebijakan yang mendukung penerapan green marketing didalam penerapan internal yang dijalankan oleh PT Cabot Indonesia, melainkan kebijakan masuk ke dalam proses kegiatan yang ramah lingkungan karena PT Cabot Indonesia beranggapan kebijakan merupakan bagian yang ada didalam setiap proses kegiatan bisnis yang dilakukan oleh PT Cabot Indonesia; Faktor pembentuk brand image PT Cabot Indonesia dari proses penerapan green marketing antara lain: portofolio Cabot, pengembangan logo Cabot, identitas verbal, dan identitas visual. Lalu penciptaan corporate image PT Cabot Indonesia melalui penghargaan, peningkatan revenue, peningkatan saham, berkurangnya biaya produksi, dan pencapaian tujuan tentang industri ramah lingkungan. Kata Kunci: Green Marketing, Brand Image, Corporate Image Go Green