DOI : https://doi.org/10.52833/masjiduna.v6i2.159

Implementasi Green Marketing Mix Dalam Pengelolaan Green Masjid: Studi Kasus Masjid Nurul Jannah Petrokimia Gresik

Moch Herma Musyanto (1)
(1) Sekolah Tinggi Ilmu Dakwah dan Komunikasi Islam Ar Rahmah Surabaya
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Musyanto, M. H. (2024). Implementasi Green Marketing Mix Dalam Pengelolaan Green Masjid: Studi Kasus Masjid Nurul Jannah Petrokimia Gresik. Masjiduna : Junal Ilmiah Stidki Ar-Rahmah, 6(2), 1–7. https://doi.org/10.52833/masjiduna.v6i2.159
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Penelitian tentang implementasi green marketing mix dalam pengelolaan green Masjid belum ditemukan. Tujuan penelitian ini adalah mengeksplorasi bagaimana bentuk dan proses implementasi green marketing mix dalam pengelolaan green masjid studi kasus di masjid Nurul Jannah PT Petrokimia Gresik. Penelitian ini menggunakan metode kualitatif eksploratif, Strategi Green marketing mix yang dimaksud adalah yang biasa dikenal dengan akronim 4P (green Product, green Price, green Place, green Promotion). Hasil penelitian menunjukkan; Pertama adalah Produk hijau; meliputi Gedung dan area hijau yang mampu menghemat listrik dan air. Dari produk hijau ini masjid mampu menghasilkan pendapatan alternatif diluar donasi yang sudah biasa menjadi sumber pendapatan operasionalnya, bahkan masjid mampu memberdayakan masyarakat tidak mampu di sekitarnya. Kedua, harga hijau hanya bisa dieksplor dari penjualan hasil kebun dan kolam ikan, selebihnya dalam perspektif pelanggan, mereka cukup berdonasi untuk menikmati produk layanan masjid. Ketiga, tempat hijau adalah Masjid dan seluruh kebun dan kolam di sekitarnya untuk bisa bertemu (bertransaksi) dengan pelanggan (Jemaah) karena masjid merupakan tempat ibadah yang merupakan lembaga jasa non-profit. Keempat, Dalam mengenalkan progran atau produk dan prasarananya kepada masyarakat ada dua cara promosi yaitu aktif dan pasif. Pengelolaan green masjid dengan mengimplementasikan green marketing mix bisa meningkatkan profesionalisme pengelolaannya dalam hal mendesain produk jasanya agar sesuai dengan kebutuhan pelanggannya untuk beribadah kepada Tuhannya, senantiasa berkomunikasi sehingga mereka puas dan siap membeli (walaupun dalam bentuk donasi) dengan harga yang pantas. Ini sebuah inovasi pengelolaan Masjid berwawasan lingkungan yang bisa diduplikasi, dengan demikian akan menjadi kontribusi yang nyata bagi upaya dunia dalam pelestarian lingkungan.

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