The Effect of Green Marketing on Brand Purchase Intention & Green Consumerism
DOI:
https://doi.org/10.37826/spektrum.v11i1.456Kata Kunci:
Green marketing, Purchase intention, Green consumerismAbstrak
Setiap warga negara berhak mendapat kesempatan meningkatkan pendidikan sepanjang hayat. Terdapat 3 bentuk pendidikan yaitu pendidikan formal, pendidikan nonformal, dan pendidikan informal. Salah satu bentuk pendidikan nonformal adalah Pusat Kegiatan Belajar Masyarakat (PKBM). Saat ini, diperkirakan terdapat sebanyak 14.500 PKBM terdaftar. Diperlukan adanya identitas merek yang kuat supaya PKBM bisa tetap eksis dan menjadi pilihan di masyarakat. Penelitian ini berfokus pada pembangunan identitas merek (brand identity) dari PKBM sebagai salah satu lembaga pendidikan non-formal yang difokuskan pada pendekatan dalam aspek kepribadian merek (personality) dan aspek hubungan (relationship) internal dan eksternal lembaga. Penelitian ini menggunakan metode penelitian kualitatif. Hasil dari penelitian ini adalah kepribadian merek yang dibangun oleh PKBM Mentari ditonjolkan dari metode pembelajaran non-formal dengan penambahan softskill di luar kelas. PKBM Mentari juga berusaha mendobrak stereotype PKBM bukan sebagai sekolah pilihan, dengan menerapkan jam belajar dan kurikulum nasional. Kepribadian merek juga ditunjukkan dari adanya kontribusi warga belajar dalam pengabdian masyarakat. Dalam aspek hubungan, pembangunan PKBM didasarkan dengan pendekatan personal dengan hadir sebagai solusi permasalahan warga belajar. Aspek hubungan dalam membangun identitas merek dibentuk dari faktor internal atau dalam lembaga antara direktur dan tutor dan faktor eksternal antara direktur, tutor, warga belajar dan masyarakat sekitar.
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