MARKETING STRATEGY AND FIRM EFFORTS ON ECOSYSTEM PRESERVATION

Maryam, Siti and lastriyani, Indri and Purbasari, Heppy and Listyorini, Haniek and Soerjati, Enni (2021) MARKETING STRATEGY AND FIRM EFFORTS ON ECOSYSTEM PRESERVATION. MARKETING STRATEGY AND FIRM EFFORTS ON ECOSYSTEM PRESERVATION, 8 (4). pp. 871-878.

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Abstract

Although business strategy plays a vital role in firm operations, whether and how business strategy affects firms' environmental protection actions, this article aims to identify the practice of Gotong Royong marketing on batik products in Kampung Batik Laweyan to consider environmental protection. This study uses a quantitative descriptive method. The qualitative process is carried out with an experimental study design. Data was collected by interviewing and observing batik entrepreneurs in Kampung Batik Laweyan to increase batik products and environmental awareness. Hypothesis testing uses a quantitative approach. Data collection was carried out by distributing questionnaires to 25 batik entrepreneurs in Kampung Batik Laweyan. This study found that batik entrepreneurs promoting Gotong Royong marketing carried out by promising Laweyan Batik Village entrepreneurs were: building joint outlets, using the Laweyan Batik Village Website, conducting collective exhibitions, and collaborating between Batik Clusters in the city of Solo. The study results notably declared in state-owned enterprises, heavy-polluting industries, and firms settled in areas with strict environmental controls. In general, the current survey offers clear policy implications for regulators related to environmental protection.

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