PENGEMBANGAN STRATEGIS PEMASARAN PRODUK SEDOTAN RAMAH LINGKUNGAN UNTUK MENINGKATKAN KEPEDULIAN KONSUMEN TERHADAP ISU LINGKUNGAN
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This study aims to examine effective marketing strategies to enhance consumer interest in eco-friendly straw products such as bamboo and stainless steel straws. Using a qualitative approach based on previous literature, the research analyzes key factors influencing consumer behavior and applicable strategies to increase market appeal. The analysis incorporates the STP framework (Segmenting, Targeting, Positioning), SWOT analysis, and the 4P marketing mix (product, price, place, promotion). Findings reveal that increasing environmental awareness, the influence of social media, and product aesthetics significantly impact purchasing decisions. Marketing strategies focusing on sustainability values and an environmentally friendly brand image are essential to appeal to modern consumers.
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