MODEL PEMASARAN BATU BATA RAMAH LINGKUNGAN BERDASARKAN PERSEPSI KONSUMEN

*Anita Oktaviana Trisna Devi  -  Universitas Sahid Surakarta, Indonesia
Yunita Primasanti  -  Universitas Sahid Surakarta, Indonesia
Received: 17 Dec 2019; Revised: 31 May 2020; Accepted: 11 Jun 2020; Published: 14 Oct 2020; Available online: 30 Sep 2020.
DOI: https://doi.org/10.14710/jati.15.3.153-161 View
KUESIONER PENELITIAN
Subject batu bata ramah lingkungan
Type Research Instrument
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Open Access
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Abstract

Batu bata merupakan salah satu komponen yang banyak digunakan dalam pendirian sebuah bangunan, baik perumahan, hotel, apartemen, industri, maupun fasilitas-fasilitas publik. Ancaman kerusakan ligkungan akibat munculnya industri batu bata tidak dapat dihindari jika bahan baku utama, batu bata, hanya menggunakan tanah liat. Oleh karena itu, saat ini sudah mulai muncul inovasi batu bata yang lebih ramah lingkungan dengan memanfaatkan limbah, seperti dilakukan salah satu pengrajin batu bata di daerah Kabupaten Karanganyar yang menggunakan limbah pabrik gula. Salah satu permasalahan yang umum dihadapi dalam implementasi produk ramah lingkungan adalah kurangnya kesadaran masyarakat yang disebabkan minimnya sumber informasi sehingga konsumen ragu membeli produk tersebut. Oleh karena itu, perlu dilakukan suatu penelitian mengenai model pemasaran batu bata ramah lingkungan dengan mempertimbangkan persepsi konsumen. Penelitian ini menggunakan metode STPD dan bauran pemasaran yang meliputi 8P. Hasil penelitian menunjukkan bahwa tiga atribut produk yang paling banyak dipertimbangkan adalah harga, fungsi produk, dan kelebihan produk berupa tahan gempa. Di sisi lain, responden paling banyak menginginkan batu bata yang aman, sehat, berasal dari produsen terpercaya, dan ramah lingkungan. Terkait karakteristik responden terhadap pemilihan batu bata ramah lingkungan, diketahui bahwa responden property syariah lebih menyukai batu bata ramah lingkungan.

 

Abstract

Bricks are one component that is widely used in buildings, both housing, hotels, apartments, industry, and public facilities. The threat of environmental damage due to damage to the brick industry cannot be released if the main raw material for bricks uses only clay. Therefore, at this time has begun to appear more environmentally friendly bricks using waste, as did one of the brick craftsmen in Karanganyar Regency who used sugar mill waste. One that questions the common problem in implementing environmentally friendly products is reducing public awareness which reduces the source of information so as to make consumers hesitate to buy the product. Therefore, it is necessary to conduct research on environmentally friendly brick models by considering consumer perceptions. This research uses STPD method and marketing mix provided by 8P. The results showed that the three most preferred product attributes were price, product function, and product strength in the form of earthquake resistance. On the other hand, respondents most like bricks that are safe, healthy, requested from trusted manufacturers, and environmentally friendly. Regarding the characteristics of respondents regarding the selection of environmentally friendly bricks, Islamic property respondents are expected to prefer environmentally friendly bricks.

 

Keywords: environmentally friendly bricks; STPD; mix marketing

Note: This article has supplementary file(s).

Keywords: batu bata ramah lingkungan; STPD; bauran pemasaran

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Last update: 2021-04-19 12:49:25

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