Analisis Pengembangan Strategi Pemasaran Berbasis Pasar dalam Upaya Meningkatkan Kinerja Pemasaran Bank Sampah (Studi Kasus Bank Sampah Bersinar Kabupaten Bandung Jawa Barat)
Abstract
This research explores various waste management models with a focus on Waste Banks as one solution to reduce waste problems. Conducted at the Bersinar Waste Bank, Bandung, this research was qualitative using the Exploratory Research method and snowball sampling interviews with leaders, employees and customers of the Bersinar Waste Bank as key informants. Adopting the 7P Marketing Strategy concept (Product, Price, Place, Promotion, People, Process, Physical Evidence) with the STP (Segmenting, Targeting, Positioning) approach by Philip Kotler and Keller (2016), this research also applies SWOT analysis to choose a marketing strategy right. The research results highlight strengths, weaknesses, opportunities and threats in the management and marketing aspects of Bank Sampah Bersinar, assisting in formulating effective marketing performance strategies through the SWOT matrix. Companies design policies based on weakness-opportunity (WO) strategy, strength-opportunity (SO) strategy, strength-threat (ST) strategy, and weakness-threat (WT) strategy. In conclusion, through intensive counseling to customers, including scavengers around the waste bank, it is hoped that it can increase awareness and participation in waste sorting, increase the added value of waste, as well as take advantage of opportunities and overcome threats faced by the Bersinar Waste Bank.
Keywords: Waste Bank, Marketing Development, Marketing Strategy
References
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David, F.R, & David, F.R, (2017) Manajemen Srategik: Suatu Pendekatan Keunggulan Bersaing-Konsep (225th rd). Jakarta: Salemba Empat
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Iwan Riswana, Didi Rukmana, Sitti Bulkis, Strategi Pengembangan Bank Sampah di Kabupaten Pati, Jurnal Litbang Vol. XIV, No. 1, Juni 2018: 68-80
Jambeck, et al., & MCDaniel (2019). Essentials Of Marketing (6th ed). Cengage Learning
Jobber, David & Fiona EllisChadwick, (2018), Pinciples And Practice of Marketing, The 8th edition, http://create. mheducation.com/uk/
Kotler, P., & Keller, K. (2016), Marketing Managemment (15th ed). Global Edition-Pearson India Education Service Ltd
Kotler. P., Armstrong, G., (2016) Principles Of Marketing (Electronik Version) (17th ed). Pearson
Kristanto, V. H. (2018). Metodologi Penelitian Pedoman Penulisan Karya Tulis Ilmiah (KTI). Yogyakarta: CV Budi Utama.
Kurtz, D.L. (2020) Marketing Conteporary (14th ed). Mason. Ohio: South Western CENGAGE Learning Kuncoro, M. (2013). Metode Riset untuk Bisnis dan Ekonomi Edisi 4. Jakarta: Erlangga.
L, David, Mothersbaugh (2020) Consumer Behavior (building Marketing Strategy) Fourteenth Edition, McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121
Lina Rahayu Suardi, Budhi Gunawan, Mahfud Arifin, Johan Iskandar, A Review of Solid Waste Management in Waste Bank Activity Problems, Vol-3, Issue-4, Jul-Aug- 2018, International Journal of Environment, Agriculture and Biotechnology (IJEAB), http://dx.doi.org/10.22161/ijeab/3.4.49
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Manzilati, A. (2017). Metodologi Penelitian Kualitatif Paradigma, Metode, dan Aplikasi. Malang: UB Press.
Mason, Carpenter and Talya Bauer / Berrin Erdogan, (2017) Management Principles, Prentice Hall
Mela Trestiati, A. Mukhlis Yusuf, Development Strategy of Waste Bank - Based Baitul Maal Wa Tamwiil (BMT), Vol. 8 No. 1, (2022), 85–98, JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) https://journal.unpak.ac.id/index.php/jimfe/index
Moleong, L. J. (2016). Metodologi Penelitian Kualitatif Edisi Revisi. Bandung: PT Remaja Rosdakarya.
Muhammad Adhitya Hidayat Putra, Mutiani, Jumriani, Muhammad Rezky Noor Handy, The Development of a Waste Bank as a Form of Community Participation in Waste Management, October 2020 The Kalimantan Social Studies Journal 2(1):22, DOI:10.20527/kss.v2i1.2460
Mullins, John W., Walker, Jr, O.C. (2018) Marketing Management A Strategik Decision Making Approach (8th ed). MC Graw Hill International Edition.
Nihayatu Aslamatis Solekah, Alif Septian Wibowo, Strategic Marketing for Waste Bank in Malang, Iconies Proceedings, June-September 2018, www.fe.uin-malang.ac.id
Patrick Aaniamenga Bowan, Sam Kayaga,, Municipal Solid Waste Management Performance, Journal of Studies in Social Sciences ISSN 2201-4624 Volume 19, 2020, 5, https://www.researchgate.net/publication/343127173
Peraturan Daerah No 1 Tahun 2016 Tentang Perubahan Peraturan Daerah No, 12 Tahun 2010 Peraturan Gubernur No. 91 Tahun 2018 tentang Kebijakan Dan Strategi Daerah Provinsi Jawa Barat Dalam Pengelolaan Sampah Rumah Tangga Dan Sampah Sejenis Sampah Rumah Tangga Tahun 2018-2025
PP No. 21 Tahun 2014 Tentang Pengelolaan Sampah pada Bank Sampah
PP No. 81 Tahun 2012 Tentang Pengelolaan Sampah Rumah Tangga dan Sampah Sejenis Sampah Rumah Tangga
Putra Fajar Alam, Sari Wulandari, Establishing Waste Management System Strategy by Using Competitive Positioning Analysis, January 2019 DOI: 10.2991/icoiese-18.2019.60, https://www.researchgate.net/publication/332225202
Rahmat Hidayat, Bagyo Yanuwiadi, Budi Prasetyo, A Study on The Independence of Malang Waste Bank (BSM) Based on Swot, J-PAL, Vol. 8, No. 1, 2017, http://jpal.ub.ac.id/
Rudy Kurniawan, Yusnaini, Nurhasan, Abdul Gafur, Strategi Pemasaran Sosial Bank Sampah Prabumulih Dalam Mengkapanyekan Gerakan Menabung Sampah, Majalah Ilmiah Sri Wijaya, Vo. 31, No 35 (2018), https://ejournal.unsri.ac.id/index.php/MIS/issue/view/965
Schermerhorn, J. R., (2016). Management (12th ed) Wiley PLUS
Shunashi Yectzin Aguilar Morales, Mariana Negrete Cardoso, Genoveva Rosano Ortega, Francisco Javier Sánchez Ruíz, Laura Berenice Sánchez Baltasar, Carlos Arturo Vega Lebrún, Pablo Samuel Schabes Retchkiman, Marketing strategies for waste recycling a bibliometric analysis towards the circular economy, Environmental Science and Pollution Research (2023) 30:67565–67581, https://doi.org/10.1007/s11356-023-27040
Suryati Veronika, Analisis Strategi Pemasaran Hijau Bank Sampah Dalam Meniptakan Perilaku Hijau Pada Konsumen Bank Sampah Bersinar, ESENSI: Jurnal Manajemen Bisnis, Vol. 25 No. 1, 2022 32 Tahun 2009 Tentang Terlindungan dan Pengelolaan Lingkungan
W, Robert Palmatier, Sridhar, Shrihari, (2021) Marketing Strategy (Based on First Principle Data Analytics), Red Globe Press® is a registered trademark in the United States, the United Kingdom, Europe and other countries.ISBN 978-1-352-01146-3 paperback
Wilayat Barzani, Srategic Marketing Manegement, Journal of Marketing • November 2020, https://www.researchgate.net/publication/345386978
Yusa Eko Saputro, Kismartini, Syafrudin, Pengelolaan Sampah Berbasis Masyarakat Melalui bank Sampah, Indonesian, Journal of Conservation, Volume 04, Nomor 1, tahun 2015[ISSN: 2252-9195], Hlm. 83—94
Zeithaml et.al (2018). Service Marketing Integrating Customer Focus Across the Firm (6th ed). MC Graw Hill International Ediion.
Antonis A. Zorpas, Strategy Development in the Framework of Waste Management, Science of The Total Environment, Volume 716, 10 May 2020, 137088, https://doi.org/10.1016/j.scitotenv.2020.137088
Aris Mardiyono, Analisis Kinerja Pemasaran Usaha Kecil Menengah Di Kota Semarang, ISSN : 2302-2752 Vol. 7 No.1 , 2018, Serat Acitya – Jurnal Ilmiah UNTAG Semarang
Armstrong, Garry and Kotler, Philip (2018) Marketing : An Introduction 13th edition, ISBN: 013414953X Seventh adaptation edition published by Pearson Australia Group Pty Ltd
Bayu Vigintan, Paramita Rahayub, Ana Hardiana, Faktor – faktor yang Mempengaruhi Kinerja Bank Sampah di Kota Surakarta berdasarkan Persepsi Masyarakat Pengguna Bank Sampah, ISSN: 1858-4837, E-ISSN: 2598-019X , Volume 14, Nomor 2 (2019), https://jurnal.uns.ac.id/region
Calvo, Cristina & Porral (2020) A Marketing and Sircular Ekonomy Strategy For Sustainability, IGI Global is International Commitee on Publications Ethics (COPE)
Daft, R (2016). Management (8th ed.). Boston MA: Cengange Learning.
David, F.R, & David, F.R, (2017) Manajemen Srategik: Suatu Pendekatan Keunggulan Bersaing-Konsep (225th rd). Jakarta: Salemba Empat
Diana Choirrunnisa, Ngatindriatun, The Impact of Waste Bank on Waste Processing Behaviorand Income, Efficient Vol 4 (2) (2021): 1201-1216 DOI, https://journal.unnes.ac.id/sju/index.php/efficient
Diana Laily Fithri, Andy Prasetyo Utomo, Fajar Nugraha, Implementasi dan Pemanfaatan E-Marketing untuk Optimalisasi Business to Business di Bank Sampah Sekar Melati Kabuaten Kudus, ISSN: 2548-8783 (p); 2548-8791 (e), Vol 5 No 2 Juli – Desember 2021: 110-117, 10.34001/jdc.v5i2.1203
Diana Laily Fithri, Andy Prasetyo Utomo, Fajar Nugraha, Implementasi dan Pemanfaatan E-Marketing untuk Optimalisasi Business to Business di Bank Sampah Sekar Melati Kabupaten Kudus, ISSN: 2548-8783 (p); 2548-8791 (e), Vol 5 No 2 Juli – Desember 2021: 110-117, 10.34001/jdc.v5i2.1203
Dibb, Sally and Lyndon Simkin Kenilworth (2019), Marketiing Conceps And Strategies The 8th edition, ISBN: 978-1-4737-6027-1 Cengage Learning, EMEA Cheriton House, North Way Andover, Hampshire, SP10 5BE United Kingdom
Didip Diandra, Analysis of Marketing Strategy To Leverage The Business Growth of Waste Bank Tri Alam Lestari, Econosains 17 (1) (2019), http://journal.unj.ac.id/unj/index.php/econosains/
Donna Asteria dan Heru Heruman, Bank Sampah Sebagai Alternatif Strategi Pengelolaan Sampah Berbasis Masyarakat di Tasikmalaya, Jurnal Manusia dan Lingkungan, Vol. 23, No.1, Maret 2016: 136-141.
Dwi Wulandari, Sugeng Hadi Utomo, Bagus Shandy Narmaditya, Waste Bank Waste Management Model in Improving Local Economy, International Journal of Energy Economics and Policy, 7(3) (2017), 36-41, http://www.econjournsls.com
Dyah Retno Wijayanti, Sri Suryani, Waste Bank as Community-based Environmental Governance: A Lesson Learned from Surabaya, Procedia - Social and Behavioral Sciences 184 ( 2015 ) 171 – 179, www.sciencedirect.com
Ebikapade Amasuomo & Jim Baird, The Concept of Waste and Waste Management, Journal of Management and Sustainability; Vol. 6, No. 4; 2016, , http://dx.doi.org/10.5539/jms.v6n4p88
Fero Indra Permana, Analisis Strategi Pemasaran Bank Sampah Untuk Meningkatkan Partisipasi Masyarakat Kelas Sosial Menengah Kebawah, Jurnal Manajemen: Untuk Ilmu Ekonomi dan Perpustakaan, 1 (1) 2015 https://eprints.unmer.ac.id/id/eprint/1542
Fill, Chris & Turbull, Sarah (2016) Marketing Communications, Pearson Education Limited Edinburgh Gate Harlow CM20 2JE United Kingdom
Galang Aji Pangestu, Retno Setyorini, Value Chain Analysis At Bank Sampah Bersinar In Bandung Regency As A Competitive Advantage Strategy, Volume 1Number 1 (2020), 9-21, Proceeding on Management, Education and Social Science (MESS), http://proceeding.rsfpress.com/index.php/mess/index
Hasanah, H. (2017). Teknik-teknik Observasi (Sebuah Alternatif Metode Pengumpulan Data Kualitatif Ilmu-Ilmu Sosial). At-Taqaddum
Hasbiadi, Puryantoro, La Mpia, Juniaty Arruan Bulawan, Analisis Kinerja Pemasaran Pada Industri Olahan Makanan di Kabupaten Kolaka, Jurnal Ekonomi Integra, ISSN 0216 - 4337 eISSN 2581 – 0340, Vo, 11 No. 2 – Juni 2021 Hal : 196 – 195, http://journal.stieip.ac.id/index.php/iga
Hendrayani, Eka (2021) Manajemen Pemasaran (Dasar dan Konsep, Penerbit: CV. MEDIA SAINS INDONESIA Melong Asih Regency B40 – Cijerah Kota Bandung - Jawa Barat, ISBN : 978-623-6290-77-4
Hollensen, Svend, (2019), Marketing Management A Relationship Approach, ISBN: 978-12-923-5144-5, , Third Edition, McGraw-Hill Education, Sønderborg, Denmark
Hooley, Graham and Nicoulaud, Brigitte, John M. Rudd (2020) Marketing Strategy And Competitive Positioning, Pearson Educations Limited KAO Two KAO Park Harlow CM17 9SR United Kingdom by Prentice Hall Europe
Hoornweg, Daniel and Perinaz Bhada (2015), What A Waste, A Global Review of Solid Waste Management, Urban Development & Local Goverment, Unit World Bank 1818 H Street, NW Washington, DC 20433 USA
https://www.banksampahbersinar.com/.ICHBD_idID976ID976&sxsrf=AJOqlzWfKewilnKHYyGg2c51j1VzE2La 3A1674706848835&
Irsyadul Ibad, LV Ratna Devi S., The Management of Household Waste Based on Waste Bank to Increase Community Income in Surakarta City, Vol. 8 No. 1, 59-67 (2020), http://jurnal.unmer.ac.id/index.phhp/jmdk
Iwan Riswana, Didi Rukmana, Sitti Bulkis, Strategi Pengembangan Bank Sampah di Kabupaten Pati, Jurnal Litbang Vol. XIV, No. 1, Juni 2018: 68-80
Jambeck, et al., & MCDaniel (2019). Essentials Of Marketing (6th ed). Cengage Learning
Jobber, David & Fiona EllisChadwick, (2018), Pinciples And Practice of Marketing, The 8th edition, http://create. mheducation.com/uk/
Kotler, P., & Keller, K. (2016), Marketing Managemment (15th ed). Global Edition-Pearson India Education Service Ltd
Kotler. P., Armstrong, G., (2016) Principles Of Marketing (Electronik Version) (17th ed). Pearson
Kristanto, V. H. (2018). Metodologi Penelitian Pedoman Penulisan Karya Tulis Ilmiah (KTI). Yogyakarta: CV Budi Utama.
Kurtz, D.L. (2020) Marketing Conteporary (14th ed). Mason. Ohio: South Western CENGAGE Learning Kuncoro, M. (2013). Metode Riset untuk Bisnis dan Ekonomi Edisi 4. Jakarta: Erlangga.
L, David, Mothersbaugh (2020) Consumer Behavior (building Marketing Strategy) Fourteenth Edition, McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121
Lina Rahayu Suardi, Budhi Gunawan, Mahfud Arifin, Johan Iskandar, A Review of Solid Waste Management in Waste Bank Activity Problems, Vol-3, Issue-4, Jul-Aug- 2018, International Journal of Environment, Agriculture and Biotechnology (IJEAB), http://dx.doi.org/10.22161/ijeab/3.4.49
Lutfi Yulian, Pitri Yandri, The Organizational Development Strategy of a Waste at Bank Sampah Regensi by Using SWOT Analysis, Jurnal MANDIRI: Vol. 6, No. 2, Desember 2022: 59 – 74, : https://doi.org/10.33753/mandiri.v6i2.193
Manzilati, A. (2017). Metodologi Penelitian Kualitatif Paradigma, Metode, dan Aplikasi. Malang: UB Press.
Mason, Carpenter and Talya Bauer / Berrin Erdogan, (2017) Management Principles, Prentice Hall
Mela Trestiati, A. Mukhlis Yusuf, Development Strategy of Waste Bank - Based Baitul Maal Wa Tamwiil (BMT), Vol. 8 No. 1, (2022), 85–98, JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) https://journal.unpak.ac.id/index.php/jimfe/index
Moleong, L. J. (2016). Metodologi Penelitian Kualitatif Edisi Revisi. Bandung: PT Remaja Rosdakarya.
Muhammad Adhitya Hidayat Putra, Mutiani, Jumriani, Muhammad Rezky Noor Handy, The Development of a Waste Bank as a Form of Community Participation in Waste Management, October 2020 The Kalimantan Social Studies Journal 2(1):22, DOI:10.20527/kss.v2i1.2460
Mullins, John W., Walker, Jr, O.C. (2018) Marketing Management A Strategik Decision Making Approach (8th ed). MC Graw Hill International Edition.
Nihayatu Aslamatis Solekah, Alif Septian Wibowo, Strategic Marketing for Waste Bank in Malang, Iconies Proceedings, June-September 2018, www.fe.uin-malang.ac.id
Patrick Aaniamenga Bowan, Sam Kayaga,, Municipal Solid Waste Management Performance, Journal of Studies in Social Sciences ISSN 2201-4624 Volume 19, 2020, 5, https://www.researchgate.net/publication/343127173
Peraturan Daerah No 1 Tahun 2016 Tentang Perubahan Peraturan Daerah No, 12 Tahun 2010 Peraturan Gubernur No. 91 Tahun 2018 tentang Kebijakan Dan Strategi Daerah Provinsi Jawa Barat Dalam Pengelolaan Sampah Rumah Tangga Dan Sampah Sejenis Sampah Rumah Tangga Tahun 2018-2025
PP No. 21 Tahun 2014 Tentang Pengelolaan Sampah pada Bank Sampah
PP No. 81 Tahun 2012 Tentang Pengelolaan Sampah Rumah Tangga dan Sampah Sejenis Sampah Rumah Tangga
Putra Fajar Alam, Sari Wulandari, Establishing Waste Management System Strategy by Using Competitive Positioning Analysis, January 2019 DOI: 10.2991/icoiese-18.2019.60, https://www.researchgate.net/publication/332225202
Rahmat Hidayat, Bagyo Yanuwiadi, Budi Prasetyo, A Study on The Independence of Malang Waste Bank (BSM) Based on Swot, J-PAL, Vol. 8, No. 1, 2017, http://jpal.ub.ac.id/
Rudy Kurniawan, Yusnaini, Nurhasan, Abdul Gafur, Strategi Pemasaran Sosial Bank Sampah Prabumulih Dalam Mengkapanyekan Gerakan Menabung Sampah, Majalah Ilmiah Sri Wijaya, Vo. 31, No 35 (2018), https://ejournal.unsri.ac.id/index.php/MIS/issue/view/965
Schermerhorn, J. R., (2016). Management (12th ed) Wiley PLUS
Shunashi Yectzin Aguilar Morales, Mariana Negrete Cardoso, Genoveva Rosano Ortega, Francisco Javier Sánchez Ruíz, Laura Berenice Sánchez Baltasar, Carlos Arturo Vega Lebrún, Pablo Samuel Schabes Retchkiman, Marketing strategies for waste recycling a bibliometric analysis towards the circular economy, Environmental Science and Pollution Research (2023) 30:67565–67581, https://doi.org/10.1007/s11356-023-27040
Suryati Veronika, Analisis Strategi Pemasaran Hijau Bank Sampah Dalam Meniptakan Perilaku Hijau Pada Konsumen Bank Sampah Bersinar, ESENSI: Jurnal Manajemen Bisnis, Vol. 25 No. 1, 2022 32 Tahun 2009 Tentang Terlindungan dan Pengelolaan Lingkungan
W, Robert Palmatier, Sridhar, Shrihari, (2021) Marketing Strategy (Based on First Principle Data Analytics), Red Globe Press® is a registered trademark in the United States, the United Kingdom, Europe and other countries.ISBN 978-1-352-01146-3 paperback
Wilayat Barzani, Srategic Marketing Manegement, Journal of Marketing • November 2020, https://www.researchgate.net/publication/345386978
Yusa Eko Saputro, Kismartini, Syafrudin, Pengelolaan Sampah Berbasis Masyarakat Melalui bank Sampah, Indonesian, Journal of Conservation, Volume 04, Nomor 1, tahun 2015[ISSN: 2252-9195], Hlm. 83—94
Zeithaml et.al (2018). Service Marketing Integrating Customer Focus Across the Firm (6th ed). MC Graw Hill International Ediion.
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2024-05-15
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