Strategi Green Marketing Dalam Edukasi Dan Diferensiasi Usaha Pengumpulan Minyak Jelantah: Studi Kasus Pada Dolmin

Mutmainah, Salsabila Au'maylia (2026) Strategi Green Marketing Dalam Edukasi Dan Diferensiasi Usaha Pengumpulan Minyak Jelantah: Studi Kasus Pada Dolmin. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Lonjakan konsumsi minyak goreng di Indonesia mendorong peningkatan limbah minyak jelantah yang berpotensi mencemari lingkungan sekaligus membuka peluang pengembangan bisnis berbasis ekonomi sirkular. Dolmin, usaha pengumpulan minyak jelantah yang juga mengembangkan produk lilin aromaterapi berbahan jelantah, masih menghadapi tantangan pemasaran yang belum terstruktur serta skeptisisme konsumen terhadap bahan baku limbah. Kondisi ini menunjukkan perlunya strategi pemasaran yang tidak hanya berorientasi pada promosi produk, tetapi juga mampu memperkuat edukasi lingkungan dan membangun kepercayaan publik. Namun, kajian akademik mengenai penerapan green marketing pada usaha pengumpulan limbah skala kecil yang berfungsi sebagai instrumen edukasi publik dan diferensiasi bisnis masih terbatas, khususnya yang terintegrasi dalam kerangka segmenting–targeting–positioning (STP), value proposition design (VPD), dan business model canvas (BMC). Penelitian ini bertujuan merancang strategi green marketing berbasis keberlanjutan untuk memperkuat edukasi lingkungan, identitas merek, dan penciptaan nilai ekonomi Dolmin melalui integrasi STP, VPD, dan BMC. Penelitian menggunakan pendekatan kualitatif dengan desain single case study. Pengumpulan data dilakukan melalui wawancara mendalam, observasi partisipatif, dan dokumentasi, yang dianalisis secara tematik berdasarkan kerangka STP, VPD, dan BMC. Hasil penelitian menunjukkan bahwa strategi green marketing yang efektif memposisikan Dolmin sebagai agen edukasi lingkungan melalui komunikasi transparan proses pengumpulan hingga pengolahan minyak jelantah, sehingga mampu meminimalkan persepsi greenwashing dan meningkatkan kepercayaan konsumen. Segmentasi utama diarahkan pada perempuan usia 25–40 tahun dengan minat pada gaya hidup berkelanjutan, dengan target sekunder ibu rumah tangga dan mitra bisnis. Proposisi nilai Dolmin mengintegrasikan keberlanjutan, estetika, dan nilai sosial, didukung oleh rekomendasi implementasi berupa aktivasi kanal digital, storytelling, penguatan desain produk, serta pengembangan kemitraan. Penelitian ini berkontribusi secara konseptual dan praktis dalam pengembangan strategi green marketing pada konteks ekonomi sirkular skala UMKM.
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The increase in cooking oil consumption in Indonesia has led to a rise in waste cooking oil, which poses environmental risks while simultaneously creating opportunities for circular economy–based businesses. Dolmin, a waste cooking oil collection enterprise that also develops aromatherapy candles made from used oil. This condition highlights the need for a marketing strategy that is not solely product-oriented but also strengthens environmental education and builds public trust. However, academic studies on the application of green marketing in small-scale waste collection businesses that function as both public education instruments and sources of business differentiation remain limited, particularly those integrated within the segmenting–targeting–positioning (STP), value proposition design (VPD), and business model canvas (BMC) frameworks. This study aims to design a sustainability-based green marketing strategy to strengthen environmental education, brand identity, and economic value creation for Dolmin through the integration of STP, VPD, and BMC. The research adopts a qualitative approach with a single case study design. Data were collected through in-depth interviews, participatory observation, and documentation, and were thematically analyzed using the STP, VPD, and BMC frameworks. The findings indicate that an effective green marketing strategy positions Dolmin as an environmental education agent through transparent communication of the waste oil collection and processing stages, thereby minimizing perceptions of greenwashing and enhancing consumer trust. The primary market segment targets women aged 25–40 with an interest in sustainable lifestyles, with secondary targets including housewives and business partners. Dolmin’s value proposition integrates sustainability, aesthetics, and social value, supported by implementation recommendations such as digital channel activation, storytelling, product design enhancement, and partnership development. This study contributes conceptually and practically to the development of green marketing strategies within the context of circular economy–based micro, small, and medium enterprises.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	green marketing, STP, VPC, BMC, SDGs 12
Subjects:	H Social Sciences > HC Economic History and Conditions > HC79.E5 Sustainable development. (circular economy) H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Salsabila Au'maylia Mutmainah
Date Deposited:	28 Jan 2026 03:55
Last Modified:	28 Jan 2026 03:55
URI:	http://repository.its.ac.id/id/eprint/130752

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