Aplikasi Hijau dalam Digital Marketing

Dyah Anugraheni - Management, Economic and Business Faculty, Soegijapranata Catholic University, Indonesia , & Management, Economic and Business Faculty, Soegijapranata Catholic University, Semarang , &
Maria Yosephine Dwi Agustini - Management, Economic and Business Faculty, Soegijapranata Catholic University, Semarang
Sentot Athanasius - Management, Economic and Business Faculty, Soegijapranata Catholic University, Semarang
Berta Retnawati - Management, Economic and Business Faculty, Soegijapranata Catholic University, Semarang
Ant. Perwito - Management, Economic and Business Faculty, Soegijapranata Catholic University, Semarang

Abstract


The green aspect of implementing digital marketing includes the process of creating, communicating, and delivering value to customers digitally. This research identifies forms of digital marketing activities, their green aspects, and what the green aspects include. This research combines quantitative and qualitative research by distributing questionnaires to respondents. Data were analyzed using descriptive-analytical methods to describe the forms of digital marketing activities carried out by respondents and the green aspects identified. The research focused on entrepreneurs involved in online marketing activities in Semarang and its surroundings. The number of entrepreneurs in this research sample was 30 respondents, using a convenient non-probability sampling. The results show that there are green aspects in digital marketing activities. However, its application is only in the value creation stage, namely in green considerations in choosing the product produced/sold. Green aspects still need to be implemented in communicating and delivering value. Further research can be directed at applying the concept of online purchasing behavior in a green aspect.

Keywords


Green Aspects in Digital Marketing; Digital Marketing; Value for Customer; Online Marketing

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DOI: https://doi.org/10.34149/jmbr.v20i3.594

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