Rizqi, Muhammad Luthfi Attaka (2026) Pemasaran 'Green Nudging' dalam Bisnis CNG: Meningkatkan Kesadaran dan Perilaku Konsumsi CNG yang Berkelanjutan. Masters thesis, Institut Teknologi Sepuluh Nopember.
![[thumbnail of 6031232003-Master_Thesis.pdf]](http://repository.its.ac.id/style/images/fileicons/text.png) |
Text
6031232003-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (2MB) | Request a copy |
Abstract
Penggunaan energi bersih menjadi prioritas global, termasuk di Indonesia yang tengah mendorong pengurangan ketergantungan pada bahan bakar fosil. Compressed Natural Gas (CNG) memiliki potensi besar sebagai energi alternatif pada sektor Business-to-Business (B2B), khususnya pada sektor Industri, Hotel, Restoran, dan Rumah Makan (IHRM). Namun, meskipun manfaat ekonomis dan lingkungannya telah banyak dikaji, tingkat adopsi CNG di sektor ini masih relatif rendah. Penelitian ini mengidentifikasi celah penelitian berupa terbatasnya kajian yang mengintegrasikan pendekatan pemasaran berbasis perilaku, khususnya green nudging, untuk menjelaskan dan mengatasi rendahnya adopsi CNG dalam konteks B2B energi di negara berkembang. Green nudging dalam penelitian ini dipahami sebagai pendekatan komunikasi pemasaran yang bekerja melalui desain konteks pengambilan keputusan (choice architecture) untuk menawarkan energi yang lebih baik dan ramah lingkungan, mencakup penyajian informasi, pembingkaian pesan, pemilihan komunikator, serta pembentukan norma sosial yang mendorong perilaku berkelanjutan tanpa paksaan atau insentif ekonomi langsung. Penelitian ini bertujuan untuk: (1) mengidentifikasi strategi pemasaran berbasis green nudging dalam meningkatkan kesadaran pelaku usaha IHRM terhadap CNG, (2) menganalisis faktor-faktor yang memengaruhi perubahan perilaku konsumsi energi menuju penggunaan CNG yang berkelanjutan, dan (3) merumuskan strategi prioritas untuk keberhasilan implementasi green nudging dalam pemasaran CNG. Penelitian ini menggunakan pendekatan kualitatif eksploratif dengan desain studi kasus. Data dikumpulkan melalui wawancara mendalam dengan pelaku bisnis CNG yang terlibat langsung dalam pemasaran dan distribusi, kemudian dianalisis menggunakan analisis tematik kualitatif, analisis konten kualitatif, dan analisis SWOT Analisis tematik mengungkap bahwa permasalahan tersebut dapat dipetakan ke dalam strategi green nudging, meliputi availability nudge (memperkuat persepsi ketersediaan CNG), framing nudge (menekankan keadilan harga berbasis nilai energi), trusted messenger nudge (pemanfaatan teknisi sebagai komunikator tepercaya), social proof melalui testimoni pengguna, serta default option untuk mempermudah proses konversi. Analisis SWOT menegaskan bahwa integrasi strategi tersebut mampu mengoptimalkan keunggulan CNG sekaligus merespons tekanan persaingan dari energi fosil konvensional. Secara teoretis, penelitian ini berkontribusi pada pengembangan literatur green nudging dalam konteks B2B energi. Secara praktis, temuan penelitian memberikan implikasi strategis bagi pelaku bisnis dan pembuat kebijakan dalam merancang komunikasi pemasaran berbasis perilaku untuk mempercepat transisi energi bersih yang berkelanjutan di Indonesia.
========================================================================================================================
The use of clean energy is a global priority, including in Indonesia, which is currently promoting a reduction in dependence on fossil fuels. Compressed Natural Gas (CNG) has great potential as an alternative energy source in the Business-to-Business (B2B) sector, particularly in the Industry, Hotel, Restaurant, and Catering (IHRM) sector. However, despite the many studies on its economic and environmental benefits, the adoption rate of CNG in this sector remains relatively low. This study identifies a research gap in the form of limited studies that integrate a behaviour-based marketing approach, particularly green nudging, to explain and address the low adoption of CNG in the context of B2B energy in developing countries. Green nudging in this study is understood as a marketing communication approach that works through the design of a decision-making context (choice architecture) to offer better and more environmentally friendly energy, including the presentation of information, framing of messages, selection of communicators, and the formation of social norms that encourage sustainable behaviour without coercion or direct economic incentives. This study aims to: (1) identify green nudging-based marketing strategies to increase IHRM business actors' awareness of CNG, (2) analyse factors influencing behavioural change in energy consumption towards sustainable CNG use, and (3) formulate priority strategies for successful green nudging implementation. This study utilised an exploratory qualitative approach with a case study design. Data was collected through in-depth interviews with CNG business actors directly involved in marketing and distribution, then analysed using qualitative thematic analysis, qualitative content analysis, and SWOT analysis. Thematic analysis revealed that these issues could be mapped into green nudging strategies, including availability nudges (reinforcing the perception of CNG availability), framing nudge (emphasising price fairness based on energy value), trusted messenger nudge (utilising technicians as trusted communicators), social proof through user testimonials, and default options to facilitate the conversion process. SWOT analysis confirmed that the integration of these strategies could optimise the advantages of CNG while responding to competitive pressure from conventional fossil fuels. Theoretically, this research contributes to the development of green nudging literature in the context of B2B energy. Practically, the research findings provide strategic implications for businesses and policymakers in designing behaviour-based marketing communications to accelerate the transition to sustainable clean energy in Indonesia.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | CNG, green nudging, pemasaran berkelanjutan, energi bersih, perilaku konsumen, sustainable marketing, clean energy, consumer behaviour. |
| Subjects: | H Social Sciences > HB Economic Theory > HB615 Entrepreneurship. H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5686 Fuel |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > (S2) Master Thesis |
| Depositing User: | Muhammad Luthfi Attaka Rizqi |
| Date Deposited: | 28 Jan 2026 02:06 |
| Last Modified: | 28 Jan 2026 02:06 |
| URI: | http://repository.its.ac.id/id/eprint/130722 |
Actions (login required)
 |
View Item |