How Does the Implementation of Social Entrepreneurship Business-to-Business Marketing Strategy?
Article Sidebar
Published
30 November 2023
Keywords:
-
business to business, entrepreneurship, marketing mix, social perception
Abstract
XYZ as a social entrepreneur in Bogor, produces handicrafts from newspapers to raise public awareness of environmental and social issues. This study aims to identify the marketing mix applied by XYZ, analyze customer perceptions of the marketing mix, and formulate recommendations for XYZ's marketing mix 4.0 to increase demand for newspaper craft products. Convenience sampling was used, and descriptive data analysis was performed. The respondents included three internal company representatives, 13 customers, and 12 prospective customers. According to the research findings, XYZ successfully implemented a 4P marketing mix strategy that covered product, price, place/distribution, and promotion. XYZ's marketing strategy in these areas has been rated highly in the excellent category of product (100%), price (85%), place/distribution (77%), and promotion (92%). However, the research also suggests that a company could enhance its marketing tactics by adopting the 4C marketing mix (co-creation, currency, communal activation, and conversation) based on insights gathered from customers and potential customers to better cater to the market's needs.
References
Alipour, M., Pour, B. M., & Darbahaniha, A. (2018). The effects of the 7P marketing mix components on sporting goods customer satisfaction. International Journal of Business and Management Invention, 7(1), 20-26.
Armstrong, G., & Kotler, P. (2017). Principle of Marketing 7th European Edition. Harlow (UK): Pearson.
Asraf, M., Lubis, S., Mantauv, C. S., & Endang. (2018). West Pasaman community response to new variant car products. REKAMAN, 2(1), 39-56. Retrieved from https://onesearch.id/Record/IOS5539.article-54?widget=1
Central Bureau of Statistics. (2018). Indonesia Environment Statistics 2018. Jakarta (ID): BPS.
Cukier, W., Trenholm, S., Carl, D., & Gekas, G. (2011). Social entrepreneurship: A content analysis. Journal of Strategic Innovation and Sustainability, 7(1), 99-119.
Deloitte, I. (2018). Deloitte's 2018 Global Human Capital Trends. Birmingham (UK): Deloitte Development.
Dwianto, A. S. (2018). Social Entrepreneurship: innovation and its challenges in the era of free competition. BIJAK, 15(1), 68-76. https://doi.org/10.31334/bijak.v15i1.133
Firdaus, N. (2014). Poverty Alleviation through Social Entrepreneurship Approach. Jurnal Ekonomi Pembangunan, 22(1), 55-67. doi:10.14203/JEP.22.1.2014.69-81.
Haryanti, D. M., Hati, S. R. H., Wirastuti, A., & Susanto, K. (2015). Dare to be a Social Entrepreneur? Building Solutions to Social Problems Independently and Sustainably. Depok (ID): DBS Foundation.
Hawkins, D. I., Mothersbaugh, D. L. (2013). Consumer Behavior Building Marketing Strategy. New York (US): McGraw-Hill.
Hutt, M. D., Speh, T. W. (2010). Business Marketing Management B-TO-B. Boston (US): Cengage Learning.
Janiszweska, K. (2013). The strategic importance of consumer insight in defining place brand identity and positioning. Journal of International Studies, 6(2), 9-19. https://doi.org/10.14254/2071-8330.2013/6-2/1
Kartajaya, H., Kotler, P., & Setiawan, I. (2016). Marketing 4.0: moving from Traditional to Digital. Hoboken, NJ: John Wiley & Sons.
Kotler, P., & Armstrong, G. (1994). Marketing Management, Analysis, Planning, Implementation, and Control, Philip Kotler. London (UK): Prentice-Hall International.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran Edisi 13 Jilid. Jakarta (ID): Erlangga
Kotler, P., & Keller, K. L. (2016). Marketing Management. Harlow (UK): Pearson.
Lindawati, L. (2018). The power of stories in social business. Jurnal Studi Pemuda, 7(2), 100-110. https://doi.org/10.22146/studipemudaugm.39643
Maulinda, K. (2019). Proses pengembangan social enterprise agriculture: studi biografi pada agradaya. Jurnal Studi Pemuda, 7(2), 133-146. https://doi.org/10.22146/studipemudaugm.40114
Ministry of Environment and Forestry. (2018). Waste Management and Climate Change. Jakarta (ID): PSLB3 KLHK.
Murpraptomo, S. H., Yuliati, L. N., & Sartono, B. (2019). The influence of marketing mix, perceived risk, and satisfaction on word of mouth in XYZ Clinic. Journal of Consumer Sciences, 4(1), 13-24. https://doi.org/10.29244/jcs.4.1.13-24
Nosika, E., Rukmi, H. S., Yuniar. (2016). Proposed marketing strategy for Honey Donut products based on consumer preferences and perceptions. Jurnal Itenas, 4(2), 80-90. Retrieved from https://ejurnal.itenas.ac.id/index.php/rekaintegra/article/view/1091
Pittz, T. G., Madden, L. T., & Mayo, D. (2017). Catalyzing social innovation: leveraging compassion and open strategy in social entrepreneurship. New England Journal of Entrepreneurship, 20(2), 37-52. https://doi.org/10.1108/NEJE-20-02-2017-B003
Prasetyo, B., Trisyanti, D. (2018). Industrial Revolution 4.0 and the Challenge of Social Change. In: Prasetyo B, Trisyanti D, editors. Prosiding SEMATEKSOS 3. Surabaya (ID): Institut Teknologi Sepuluh Nopember. 22-27
Putri, A., Wibawa, B. M., & Persada, S. F. (2017). Descriptive analysis and cross-tabulation on luxury brand category cosmetic product consumers: a case study of 6 Universities in Surabaya City. Jurnal Sains dan Seni, 6(2), 260-264.
Robbins, S. P., & Judge, T. A. (2013). Organizational Behaviour. Bergen (US): Pearson.
Ryu, J. S., Fortenberry, S., & Warrington, P. (2023). Understanding omnichannel shopping behaviors: incorporating channel integration into the theory of reasoned action. Journal of Consumer Sciences, 8(1), 15-26. https://doi.org/10.29244/jcs.8.1.15-26
Sangadji, S., Suhardi, S., & Ali, C. P. M. (2019). Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Sagu Rasa pada Gabungan Kelompok Tani Tagafura di Kelurahan Jaya Kota Tidore Kepulauan. Optimal: Jurnal Ekonomi dan Kewirausahaan, 13(2), 142-157. https://doi.org/10.31219/osf.io/3wup4
Sekaran, U., Bougie, R. (2013). Research Methods for Business. Chichester (UK): J Wiley.
Setiawan, T. F., Suharjo, B., & Syamsun, M. (2018). Online marketing strategy of food MSMEs (Case study in Cibinong sub-district). MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah, 13(2), 116-126. https://doi.org/10.29244/mikm.13.2.116-126
Sofia, I. P. (2015). Social entrepreneurship model construction is an idea of social innovation for economic development. Widyakala, 2(2), 2-23. https://doi.org/10.36262/widyakala.v2i1.7
Suhardi, G. (2019). National Waste 170 Thousand Tons/Day. Media Indonesia. https://Mediaindonesia.Com/Read/Detail/26590-Sampah-Nasional-170-Ribu-Ton-Hari.
Sumarwan, U., Puspitawati, H., Hariadi, A., Ali, M. M., Gazali, M., Hartno, S., Farina, T. (2013). Marketing and Consumer Research. Bogor (ID): IPB Press.
Suryani, S. (2013). Analysis of marketing mix factors that affect customer satisfaction to create positive word of mouth at PT. Bank Muamalat Indonesia, Tbk Medan branch. INFERENSI: Jurnal Penelitian Sosial Keagamaan, 7(1), 143-162. https://doi.org/10.18326/infsl3.v7i1.143-162
Suryaningsih, G. (2018). Analysis of customer satisfaction and loyalty to newspaper craft products XYZ. Bogor (ID): Institut Pertanian Bogor.
[UN] United Nations. (2015). Transforming Our World: The 2030 Agenda for Sustainable Development. New York (US): UN General Assembly.
Utomo, H. (2014). Cultivate an interest in social entrepreneurship. Among Makarti, 7(2), 1-16. http://dx.doi.org/10.52353/ama.v7i2.99
Wahyono, S. (2001). Paper waste management in Indonesia. Jurnal Teknologi Lingkungan, 2(3), 276-280. doi:10.29122/jtl.v2i3.223.
Armstrong, G., & Kotler, P. (2017). Principle of Marketing 7th European Edition. Harlow (UK): Pearson.
Asraf, M., Lubis, S., Mantauv, C. S., & Endang. (2018). West Pasaman community response to new variant car products. REKAMAN, 2(1), 39-56. Retrieved from https://onesearch.id/Record/IOS5539.article-54?widget=1
Central Bureau of Statistics. (2018). Indonesia Environment Statistics 2018. Jakarta (ID): BPS.
Cukier, W., Trenholm, S., Carl, D., & Gekas, G. (2011). Social entrepreneurship: A content analysis. Journal of Strategic Innovation and Sustainability, 7(1), 99-119.
Deloitte, I. (2018). Deloitte's 2018 Global Human Capital Trends. Birmingham (UK): Deloitte Development.
Dwianto, A. S. (2018). Social Entrepreneurship: innovation and its challenges in the era of free competition. BIJAK, 15(1), 68-76. https://doi.org/10.31334/bijak.v15i1.133
Firdaus, N. (2014). Poverty Alleviation through Social Entrepreneurship Approach. Jurnal Ekonomi Pembangunan, 22(1), 55-67. doi:10.14203/JEP.22.1.2014.69-81.
Haryanti, D. M., Hati, S. R. H., Wirastuti, A., & Susanto, K. (2015). Dare to be a Social Entrepreneur? Building Solutions to Social Problems Independently and Sustainably. Depok (ID): DBS Foundation.
Hawkins, D. I., Mothersbaugh, D. L. (2013). Consumer Behavior Building Marketing Strategy. New York (US): McGraw-Hill.
Hutt, M. D., Speh, T. W. (2010). Business Marketing Management B-TO-B. Boston (US): Cengage Learning.
Janiszweska, K. (2013). The strategic importance of consumer insight in defining place brand identity and positioning. Journal of International Studies, 6(2), 9-19. https://doi.org/10.14254/2071-8330.2013/6-2/1
Kartajaya, H., Kotler, P., & Setiawan, I. (2016). Marketing 4.0: moving from Traditional to Digital. Hoboken, NJ: John Wiley & Sons.
Kotler, P., & Armstrong, G. (1994). Marketing Management, Analysis, Planning, Implementation, and Control, Philip Kotler. London (UK): Prentice-Hall International.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran Edisi 13 Jilid. Jakarta (ID): Erlangga
Kotler, P., & Keller, K. L. (2016). Marketing Management. Harlow (UK): Pearson.
Lindawati, L. (2018). The power of stories in social business. Jurnal Studi Pemuda, 7(2), 100-110. https://doi.org/10.22146/studipemudaugm.39643
Maulinda, K. (2019). Proses pengembangan social enterprise agriculture: studi biografi pada agradaya. Jurnal Studi Pemuda, 7(2), 133-146. https://doi.org/10.22146/studipemudaugm.40114
Ministry of Environment and Forestry. (2018). Waste Management and Climate Change. Jakarta (ID): PSLB3 KLHK.
Murpraptomo, S. H., Yuliati, L. N., & Sartono, B. (2019). The influence of marketing mix, perceived risk, and satisfaction on word of mouth in XYZ Clinic. Journal of Consumer Sciences, 4(1), 13-24. https://doi.org/10.29244/jcs.4.1.13-24
Nosika, E., Rukmi, H. S., Yuniar. (2016). Proposed marketing strategy for Honey Donut products based on consumer preferences and perceptions. Jurnal Itenas, 4(2), 80-90. Retrieved from https://ejurnal.itenas.ac.id/index.php/rekaintegra/article/view/1091
Pittz, T. G., Madden, L. T., & Mayo, D. (2017). Catalyzing social innovation: leveraging compassion and open strategy in social entrepreneurship. New England Journal of Entrepreneurship, 20(2), 37-52. https://doi.org/10.1108/NEJE-20-02-2017-B003
Prasetyo, B., Trisyanti, D. (2018). Industrial Revolution 4.0 and the Challenge of Social Change. In: Prasetyo B, Trisyanti D, editors. Prosiding SEMATEKSOS 3. Surabaya (ID): Institut Teknologi Sepuluh Nopember. 22-27
Putri, A., Wibawa, B. M., & Persada, S. F. (2017). Descriptive analysis and cross-tabulation on luxury brand category cosmetic product consumers: a case study of 6 Universities in Surabaya City. Jurnal Sains dan Seni, 6(2), 260-264.
Robbins, S. P., & Judge, T. A. (2013). Organizational Behaviour. Bergen (US): Pearson.
Ryu, J. S., Fortenberry, S., & Warrington, P. (2023). Understanding omnichannel shopping behaviors: incorporating channel integration into the theory of reasoned action. Journal of Consumer Sciences, 8(1), 15-26. https://doi.org/10.29244/jcs.8.1.15-26
Sangadji, S., Suhardi, S., & Ali, C. P. M. (2019). Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Sagu Rasa pada Gabungan Kelompok Tani Tagafura di Kelurahan Jaya Kota Tidore Kepulauan. Optimal: Jurnal Ekonomi dan Kewirausahaan, 13(2), 142-157. https://doi.org/10.31219/osf.io/3wup4
Sekaran, U., Bougie, R. (2013). Research Methods for Business. Chichester (UK): J Wiley.
Setiawan, T. F., Suharjo, B., & Syamsun, M. (2018). Online marketing strategy of food MSMEs (Case study in Cibinong sub-district). MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah, 13(2), 116-126. https://doi.org/10.29244/mikm.13.2.116-126
Sofia, I. P. (2015). Social entrepreneurship model construction is an idea of social innovation for economic development. Widyakala, 2(2), 2-23. https://doi.org/10.36262/widyakala.v2i1.7
Suhardi, G. (2019). National Waste 170 Thousand Tons/Day. Media Indonesia. https://Mediaindonesia.Com/Read/Detail/26590-Sampah-Nasional-170-Ribu-Ton-Hari.
Sumarwan, U., Puspitawati, H., Hariadi, A., Ali, M. M., Gazali, M., Hartno, S., Farina, T. (2013). Marketing and Consumer Research. Bogor (ID): IPB Press.
Suryani, S. (2013). Analysis of marketing mix factors that affect customer satisfaction to create positive word of mouth at PT. Bank Muamalat Indonesia, Tbk Medan branch. INFERENSI: Jurnal Penelitian Sosial Keagamaan, 7(1), 143-162. https://doi.org/10.18326/infsl3.v7i1.143-162
Suryaningsih, G. (2018). Analysis of customer satisfaction and loyalty to newspaper craft products XYZ. Bogor (ID): Institut Pertanian Bogor.
[UN] United Nations. (2015). Transforming Our World: The 2030 Agenda for Sustainable Development. New York (US): UN General Assembly.
Utomo, H. (2014). Cultivate an interest in social entrepreneurship. Among Makarti, 7(2), 1-16. http://dx.doi.org/10.52353/ama.v7i2.99
Wahyono, S. (2001). Paper waste management in Indonesia. Jurnal Teknologi Lingkungan, 2(3), 276-280. doi:10.29122/jtl.v2i3.223.
Authors
Retnaningsih R., Yuridis M. S., & Dewi F. (2023). How Does the Implementation of Social Entrepreneurship Business-to-Business Marketing Strategy?. Journal of Consumer Sciences, 8(3), 318-339. https://doi.org/10.29244/jcs.8.3.318-339
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a
This work is licensed under a Creative Commons Attribution 4.0 International License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. - Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
