Analisis Konsep Greenpreneurship dan Strategi Marketing dalam mendukung Keberlanjutan Usaha Kopi Keliling

Rindu Sefira; Farhana Muhammad; Pahrudin Pahrudin

doi:10.61132/menawan.v4i5.2574

Authors

Rindu Sefira Universitas Hamzanwadi
Farhana Muhammad Universitas Hamzanwadi
Pahrudin Pahrudin Universitas Hamzanwadi

DOI:

https://doi.org/10.61132/menawan.v4i5.2574

Keywords:

Greenpreneurship, Marketing Strategy, Social Media, Business Interest, Mobile Coffee MSME

Abstract

The development of electric bicycle-based mobile coffee businesses in Selong Sub-district has not been matched by the comprehensive implementation of eco-friendly practices and optimal digital marketing strategies, which may hinder business sustainability. This study aims to analyze the implementation of greenpreneurship and social media marketing strategies, their contribution to business sustainability in the economic and environmental aspects, as well as the challenges and opportunities faced by JL Coffee. This research employed a qualitative approach with a single case study design and purposive sampling technique. Data were collected through observation, semi-structured interviews, and documentation studies involving the Owner, Financial Manager, Operations Manager, Production Team, Riders, and Consumers, then analyzed through data reduction, data display, and conclusion drawing, with data validity strengthened through triangulation. The results show that JL Coffee's implementation of greenpreneurship remains partial, focusing only on the use of electric bicycles, while aspects such as eco-friendly packaging and waste management have not been optimally implemented due to high initial costs, limited skilled human resources, minimal green technology, low market awareness, and insufficient support from the local government. In terms of marketing strategy, JL Coffee utilizes Instagram as its main promotional platform, yet this remains suboptimal due to low content upload consistency and the absence of a structured content plan. On the other hand, opportunities remain open through technological advancement and the increasing use of social media. Both practices have proven to contribute positively to business sustainability, such as reducing carbon emissions, improving operational cost efficiency, and expanding market reach and competitiveness, even though sales remain volatile.

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