STRATEGI PEMASARAN BERKELANJUTAN UNTUK MENINGKATKAN DAYA SAING PT. SUN POWER CERAMICS DI ERA DIGITAL : PENDEKATAN INOVATIF DAN PRAKTIS
Abstract
Penelitian ini mengkaji strategi pemasaran berkelanjutan berbasis digital yang diterapkan oleh PT. Sun Power Ceramics dalam upaya meningkatkan daya saing di pasar global. Dengan menggunakan pendekatan kualitatif deskriptif melalui wawancara mendalam, observasi, dan analisis dokumen, penelitian ini berfokus pada integrasi teknologi digital, penerapan prinsip keberlanjutan dalam rantai pasokan, tantangan implementasi, serta evaluasi langkah-langkah penanganannya. Hasil penelitian menunjukkan bahwa PT. Sun Power Ceramics telah berhasil mengadopsi teknologi big data, artificial intelligence (AI), dan otomatisasi pemasaran untuk meningkatkan efektivitas kampanye dan loyalitas konsumen. Penerapan prinsip keberlanjutan dalam seluruh rantai pasokan, seperti penggunaan bahan baku ramah lingkungan dan pengurangan emisi karbon, memperkuat citra perusahaan di pasar internasional. Tantangan utama yang dihadapi meliputi keterbatasan infrastruktur digital, resistensi budaya kerja, dan alokasi anggaran yang terbatas. PT. Sun Power Ceramics telah mengambil langkah-langkah strategis, termasuk penguatan infrastruktur digital, pelatihan karyawan, dan peningkatan anggaran teknologi untuk mengatasi kendala tersebut. Kesimpulannya, meskipun masih terdapat beberapa hambatan, perusahaan menunjukkan komitmen kuat terhadap pemasaran berkelanjutan berbasis digital yang diproyeksikan akan terus meningkatkan daya saingnya di pasar global.
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Jansen, S. (2022). Supply chain sustainability and digital marketing in the manufacturing sector. Journal of Industrial Marketing, 18(2), 55–67. https://doi.org/10.1108/JIM-04-2021-0015
Kaplan, R. S., & Norton, D. P. (2015). Balanced Scorecard: Translating Strategy into Action. Harvard Business Review Press.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotter, J. P. (1996). Leading Change. Harvard Business School Press.
Kumar, S., Teichman, S., & Timpernagel, T. (2020). A green supply chain is a requirement for profitability. California Management Review, 62(2), 1–25. https://doi.org/10.1177/0008125619898821
Kumar, V., Choi, J. B., & Greene, M. (2017). Synergistic effects of marketing strategy and sustainability in driving performance. Journal of Marketing, 81(4), 1–19. https://doi.org/10.1509/jm.15.0377
Leonidou, C. N., Skarmeas, D., & Saridakis, C. (2017). Examining the green advertising practices and their influence on consumer behavior. Journal of Business Ethics, 144(2), 333–348. https://doi.org/10.1007/s10551-015-2819-7
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Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook (2nd ed.). SAGE Publications.
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Patel, A. (2019). AI and big data in personalized marketing: An empirical study on consumer engagement. Journal of Digital Marketing Research, 15(4), 102–118. https://doi.org/10.1016/j.jdmr.2019.07.011
Peattie, K. (2001). Towards sustainability: The third age of green marketing. The Marketing Review, 2(2), 56–71. https://doi.org/10.1362/1469347012569314
Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press.
Prahalad, C. K., & Hamel, G. (1990). The core competence of the corporation. Harvard Business Review, 68(3), 79–91.
Schwab, K. (2020). The Fourth Industrial Revolution: Global Impacts and Strategies for Adaptation. Penguin Books.
Singh, R., Glover, J., & Kumar, V. (2019). The role of big data in customer relationship management: A holistic approach. Journal of Business Research, 101, 1–11. https://doi.org/10.1016/j.jbusres.2019.03.011
Stone, M., & Woodcock, N. (2019). Customer Relationship Management (CRM): A strategic guide to enhancing customer loyalty and profitability. Kogan Page.
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Tseng, M. L., Tan, R. R., Chiu, A. S. F., Chien, C. F., & Kuo, T. C. (2019). Circular economy meets Industry 4.0: Can big data drive industrial symbiosis? Resources, Conservation and Recycling, 141, 545–556. https://doi.org/10.1016/j.resconrec.2018.10.036
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
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Sumber Wawancara
Wawancara dengan Ibu Vidya Damayanti, Manajer Pemasaran Digital PT. Sun Power Ceramics, Mojokerto, Agustus 2024.
Wawancara dengan Bapak Arrofi Reza Satria, Staf Teknologi Informasi PT. Sun Power Ceramics, Mojokerto, Agustus 2024.
Wawancara dengan Ibu Wiwik Untari, Kepala Divisi Logistik PT. Sun Power Ceramics, Mojokerto, Agustus 2024.
Wawancara dengan Ibu Indah Kurik, Kepala Divisi Keuangan PT. Sun Power Ceramics, Mojokerto, Agustus 2024.
Wawancara dengan Bapak Eko Prasetyo, Admin Divisi Produksi PT. Sun Power Ceramics, Mojokerto, Agustus 2024.
Wawancara dengan Ibu Francis Maryanne, Manajer Sumber Daya Manusia PT. Sun Power Ceramics, Mojokerto, Agustus 2024.
Sumber Dokumentasi
Dokumentasi internal PT. Sun Power Ceramics, Laporan Keberlanjutan dan Pengelolaan Rantai Pasokan, 2023.
Dokumentasi internal PT. Sun Power Ceramics, Laporan Pengurangan Emisi dan Penggunaan Energi dalam Produksi, 2023.
Dokumentasi internal PT. Sun Power Ceramics, Laporan Penjualan dan Kinerja Keuangan Q1-Q3, 2023.
Dokumentasi internal PT. Sun Power Ceramics, Strategi Digitalisasi dan Otomatisasi Pemasaran, 2023.
Dokumentasi internal PT. Sun Power Ceramics, Rencana Peningkatan Infrastruktur Digital dan Teknologi 2023-2025, 2023.
Dokumentasi internal PT. Sun Power Ceramics, Program Pelatihan dan Pengembangan Karyawan untuk Transformasi Digital, 2023.
Ahi, P., & Searcy, C. (2015). Assessing sustainability in the supply chain: A triple bottom line approach. Supply Chain Management: An International Journal, 20(1), 68–81. https://doi.org/10.1108/SCM-06-2014-0197
Ahidin, U. (2019). Implementasi Pemasaran Berkelanjutan Dalam Rangka mendukung Ekonomi Berkelanjutan dan Pembangunan Berkelanjutan (Sebuah Tinjauan). Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 3(1), 243–255. https://doi.org/10.31955/mea.vol3.iss1.pp243-255
Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction (13th ed.). MA: Pearson Education.
Bamel, U. K., Rangnekar, S., Stokes, P., & Rastogi, R. (2019). Organizational learning capability: An HRM perspective. Journal of Workplace Learning, 31(2), 78–98. https://doi.org/10.1108/JWL-12-2017-0111
Cameron, K. S., & Quinn, R. E. (2015). Diagnosing and Changing Organizational Culture: Based on the Competing Values Framework (3rd ed.). CA: Wiley.
Carter, N., Bryant-Lukosius, D., DiCenso, A., Blythe, J., & Neville, A. J. (2014). The Use of Triangulation in Qualitative Research. Oncology Nursing Forum, 41(5), 545–547. https://doi.org/10.1188/14.ONF.545-547
Chaffey, D. (2020). Digital Marketing: Strategy, Implementation, and Practice (7th ed). Pearson Education.
Creswell, J. W. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications.
Darnall, N., Henriques, I., & Sadorsky, P. (2018). Adopting proactive environmental strategy: The influence of stakeholders and firm size. Journal of Business Research, 105, 39–50. https://doi.org/10.1016/j.jbusres.2018.03.003
Deiss, R., & Henneberry, R. (2020). Digital Marketing for Dummies (3rd ed). Wiley.
Delmas, M. A., & Burbano, V. C. (2018). The drivers of greenwashing. California Management Review, 54(1), 64–87. https://doi.org/10.1525/cmr.2018.54.1.64
Deloitte. (2021). Global Human Capital Trends 2021: The Social Enterprise in a World Disrupted. Deloitte Insights. https://www2.deloitte.com/us/en/insights/focus/human-capital-trends.html
Dholakia, U. M. (2020). How to Make the Right Choice: Using Behavioral Economics to Improve Decisions. Harvard Business Review. https://hbr.org/2020/02/how-to-make-the-right-choice
Elkington, J. (2018). 25 Years of Triple Bottom Line Thinking. California Management Review, 60(1), 5–14. https://doi.org/10.1177/0008125618794729
Forbes. (2020). AI and Big Data: The Future of Digital Marketing. Forbes Magazine.
Fusch, P. I., Fusch, G. E., & Ness, L. R. (2018). Denzin’s Paradigm Shift: Revisiting Triangulation in Qualitative Research. Journal of Social Change, 10(1), 19–32. https://doi.org/10.5590/JOSC.2018.10.1.02
García-Machado, J. J., & Martínez-Ávila, M. (2019). Environmental performance and sustainable business practices in the Spanish manufacturing sector. Journal of Cleaner Production, 220, 744–755. https://doi.org/10.1016/j.jclepro.2019.02.133
Gupta, S., Malhotra, N. K., Czinkota, M., & Foroudi, P. (2016). Marketing innovation: A consequence of competitiveness. Journal of Business Research, 69(12), 5671–5681. https://doi.org/10.1016/j.jbusres.2016.03.072
He, J., Qiao, F., & Wei, K. K. (2016). Social media and employee empowerment in the digital transformation process. Journal of Strategic Information Systems, 25(3), 213–232. https://doi.org/10.1016/j.jsis.2016.05.002
Hoffmann, V. (2021). Sustainable Business Practices in the Manufacturing Industry: A Global Perspective. Palgrave Macmillan.
Horbach, J., Rammer, C., & Rennings, K. (2018). Determinants of eco-innovations by type of environmental impact—The role of regulatory push/pull, technology push, and market pull. Ecological Economics, 78, 112–122. https://doi.org/10.1016/j.ecolecon.2018.02.019
Hult, G. T. M., Sharma, P. N., Morgeson, F. V., & Zhang, Y. (2018). Antecedents and consequences of customer satisfaction: Do they differ across online and offline purchases? Journal of Retailing, 94(1), 1–24. https://doi.org/10.1016/j.jretai.2017.11.002
Jansen, S. (2022). Supply chain sustainability and digital marketing in the manufacturing sector. Journal of Industrial Marketing, 18(2), 55–67. https://doi.org/10.1108/JIM-04-2021-0015
Kaplan, R. S., & Norton, D. P. (2015). Balanced Scorecard: Translating Strategy into Action. Harvard Business Review Press.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotter, J. P. (1996). Leading Change. Harvard Business School Press.
Kumar, S., Teichman, S., & Timpernagel, T. (2020). A green supply chain is a requirement for profitability. California Management Review, 62(2), 1–25. https://doi.org/10.1177/0008125619898821
Kumar, V., Choi, J. B., & Greene, M. (2017). Synergistic effects of marketing strategy and sustainability in driving performance. Journal of Marketing, 81(4), 1–19. https://doi.org/10.1509/jm.15.0377
Leonidou, C. N., Skarmeas, D., & Saridakis, C. (2017). Examining the green advertising practices and their influence on consumer behavior. Journal of Business Ethics, 144(2), 333–348. https://doi.org/10.1007/s10551-015-2819-7
Lu, L., Chen, M., & Chou, Y. (2019). The impact of augmented reality on customer experiences in a retail setting. Journal of Retailing and Consumer Services, 49, 101–108. https://doi.org/10.1016/j.jretconser.2018.12.006
Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook (2nd ed.). SAGE Publications.
Nguyen, T. Q. (2020). The impact of digital marketing and sustainability on consumer behavior in global markets. Journal of Sustainable Marketing, 12(3), 89–105. https://doi.org/10.1108/JSM-03-2020-0012
Patel, A. (2019). AI and big data in personalized marketing: An empirical study on consumer engagement. Journal of Digital Marketing Research, 15(4), 102–118. https://doi.org/10.1016/j.jdmr.2019.07.011
Peattie, K. (2001). Towards sustainability: The third age of green marketing. The Marketing Review, 2(2), 56–71. https://doi.org/10.1362/1469347012569314
Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press.
Prahalad, C. K., & Hamel, G. (1990). The core competence of the corporation. Harvard Business Review, 68(3), 79–91.
Schwab, K. (2020). The Fourth Industrial Revolution: Global Impacts and Strategies for Adaptation. Penguin Books.
Singh, R., Glover, J., & Kumar, V. (2019). The role of big data in customer relationship management: A holistic approach. Journal of Business Research, 101, 1–11. https://doi.org/10.1016/j.jbusres.2019.03.011
Stone, M., & Woodcock, N. (2019). Customer Relationship Management (CRM): A strategic guide to enhancing customer loyalty and profitability. Kogan Page.
Teece, D. J. (2018). Dynamic capabilities as (workable) management systems theory. Journal of Management & Organization, 24(3), 359–368. https://doi.org/10.1017/jmo.2017.75
Tracy, B. (2020). Eat That Frog! 21 Great Ways to Stop Procrastinating and Get More Done in Less Time (3rd ed.). Berrett-Koehler Publishers.
Tseng, M. L., Tan, R. R., Chiu, A. S. F., Chien, C. F., & Kuo, T. C. (2019). Circular economy meets Industry 4.0: Can big data drive industrial symbiosis? Resources, Conservation and Recycling, 141, 545–556. https://doi.org/10.1016/j.resconrec.2018.10.036
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
World Economic Forum. (2020). The Future of Jobs Report 2020. World Economic Forum. https://www.weforum.org/reports/the-future-of-jobs-report-2020
Zhu, Y. Q., & Chen, H. G. (2015). Social Media and Human Need Satisfaction: Implications for Social Media Marketing. Business Horizons, 58(3), 291–302. https://doi.org/10.1016/j.bushor.2015.01.006
Sumber Wawancara
Wawancara dengan Ibu Vidya Damayanti, Manajer Pemasaran Digital PT. Sun Power Ceramics, Mojokerto, Agustus 2024.
Wawancara dengan Bapak Arrofi Reza Satria, Staf Teknologi Informasi PT. Sun Power Ceramics, Mojokerto, Agustus 2024.
Wawancara dengan Ibu Wiwik Untari, Kepala Divisi Logistik PT. Sun Power Ceramics, Mojokerto, Agustus 2024.
Wawancara dengan Ibu Indah Kurik, Kepala Divisi Keuangan PT. Sun Power Ceramics, Mojokerto, Agustus 2024.
Wawancara dengan Bapak Eko Prasetyo, Admin Divisi Produksi PT. Sun Power Ceramics, Mojokerto, Agustus 2024.
Wawancara dengan Ibu Francis Maryanne, Manajer Sumber Daya Manusia PT. Sun Power Ceramics, Mojokerto, Agustus 2024.
Sumber Dokumentasi
Dokumentasi internal PT. Sun Power Ceramics, Laporan Keberlanjutan dan Pengelolaan Rantai Pasokan, 2023.
Dokumentasi internal PT. Sun Power Ceramics, Laporan Pengurangan Emisi dan Penggunaan Energi dalam Produksi, 2023.
Dokumentasi internal PT. Sun Power Ceramics, Laporan Penjualan dan Kinerja Keuangan Q1-Q3, 2023.
Dokumentasi internal PT. Sun Power Ceramics, Strategi Digitalisasi dan Otomatisasi Pemasaran, 2023.
Dokumentasi internal PT. Sun Power Ceramics, Rencana Peningkatan Infrastruktur Digital dan Teknologi 2023-2025, 2023.
Dokumentasi internal PT. Sun Power Ceramics, Program Pelatihan dan Pengembangan Karyawan untuk Transformasi Digital, 2023.
Published
2025-01-10
How to Cite
Damayanti, V. (2025). STRATEGI PEMASARAN BERKELANJUTAN UNTUK MENINGKATKAN DAYA SAING PT. SUN POWER CERAMICS DI ERA DIGITAL : PENDEKATAN INOVATIF DAN PRAKTIS. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 18-45. https://doi.org/10.31955/mea.v9i1.4872
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Articles
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