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
Fulltext View | Download
How to cite (IJASEIT) :
Musyanto, M. H. (2023). Implementasi Green Marketing Mix Dalam Pengelolaan Green Masjid: Studi Kasus Masjid Nurul Jannah Petrokimia Gresik. Masjiduna : Junal Ilmiah Stidki Ar-Rahmah, 6(2), 8–14. https://doi.org/10.52833/masjiduna.v6i2.159

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.

Agustiawan, & Hadi, A. (2017). Efisiensi Rancang Bangun Keran Wudhu Otomatis Hemat Air. Seminar Nasional Teknologi Informasi, Komunikasi, Dan Industri (SNTIKI) 9, 18–19.

Bathmanathan, V., Lit Geap, C., & Govindan, S. (2018). Green Marketing Mix on Purchase of Green Products in Malaysian Perspective. Journal of Global Business and Social Entrepreneurship (GBSE), 4(12), 24621714.

https://www.researchgate.net/publication/329441991

Bayu, D. (n.d.). Sebanyak 86,9% Penduduk Indonesia Beragama Islam. Retrieved December 19, 2022, from https://dataindonesia.id/ragam/detail/sebanyak-869-penduduk-indonesia-beragama-islam.

Coelho, P. M., Corona, B., ten Klooster, R., & Worrell, E. (2020). Sustainability of reusable packaging–Current situation and trends. Resources, Conservation and Recycling: X, 6, 100037. https://doi.org/10.1016/j.rcrx.2020.100037

Dangelico, R. M., & Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263–1279. https://doi.org/10.1016/j.jclepro.2017.07.184

Defita, M. (2023). Green Building: Pengertian Hingga Manfaatnya di Indonesia. https://waste4change.com/blog/green-building-pengertian-hingga-manfaatnya-di-indonesia/

degasperi, N. C., & Mainardes, E. W. (2017). what motivates money donation? a study on external motivator. RA USP Management Journal, 52, 363–373.

https://doi.org/https://doi.org/10.1016/j.rausp.2017.08.002

Eusof, Y. A., Denny, M., Som, A. P. M., Jusan, M. M., & bin Ibrahim, B. (2015). An Assessment of Green Mosque Index in Peninsular Malaysia Center for the Study of Built-Environment in The Malay World , Faculty of Built Environment ,. American-Eurasian Journal of Agricultural & Environmental Sciences, 15, 114–122. https://doi.org/10.5829/idosi.aejaes.2015.15.s.215

Hidayat, E. R., Danuri, H., & Purwanto, Y. (2018). Ecomasjid: the First Milestone of Sustainable Mosque in Indonesia. Journal of Islamic Architecture, 5(1), 20. https://doi.org/10.18860/jia.v5i1.4709

Humas. (2018). Data Masjid dan Mushalla Tersedia di Aplikasi SIMAS. https://kemenag.go.id/read/data-masjid-dan-mushalla-tersedia-di-aplikasi-simas-ppdpr

Imkamp, H. (2018). Should Prices of Consumer Goods Be Better Indicators of Product Quality? Journal of Consumer Policy, 41(1), 77–81. https://doi.org/10.1007/s10603-018-9367-2

IRNA. (n.d.). Number of Mosques Rise to nearly 4 million by 2019. Islamic Republic News Agency. Retrieved December 19, 2022, from https://en.irna.ir/news/81699685/Number-of-mosques-to-rise-to-nearly-4-million-by-2019#:~:text=According to Al-Bayan daily,world at around 3.6 million.

Islam, D. (2018). Tinjauan Penerapan Konsep Green Marketing. Jurnal Pamator, 11(1), 10–18.

Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. In International Strategic Management Review (Vol. 3, Issues 1–2). Holy Spirit University of Kaslik. https://doi.org/10.1016/j.ism.2015.04.001

Kasri, R. A., & Ramli, U. H. (2019). Why do Indonesian Muslims donate through mosques?: A theory of planned behaviour approach. International Journal of Islamic and Middle Eastern Finance and Management, 12(5), 663–679. https://doi.org/10.1108/IMEFM-11-2018-0399

Miles, M. B., Huberman A Michael, & Saldana, J. (2014). Qualitative Data Analysis a Methods Source Book (3rd ed.). SAGE Publicaitons, Inc.

Moravcikova, D., Krizanova, A., Kliestikova, J., & Rypakova, M. (2017). Green marketing as the source of the competitive advantage of the business. Sustainability (Switzerland), 9(12), 1–13. https://doi.org/10.3390/su9122218

Naibaho, E. R., Fauzi, A., & Sadalia, I. (2020). The Effect of Marketing Mix on Satisfaction of Customer Insurance Products Unit Link (Empirical Study in PT AIA Financial Branch Phoenix Medan). International Journal of Research and Review (Ijrrjournal.Com), 7(2), 47.

Natsir, M., Agus, M., Rachmadani, A., Mushbir, A., Fahsa, A., & Fachry, A. (2020). Analisis Kuantitas Air Bekas Wudhu Pada Masjid Kota Makassar 2020. Nasional Ilmu Kesehatan (JNIK), 3(2), 44–60.

Ngugi, I., O’Sullivan, H., & Osman, H. (2020). Consumer behaviour in food and healthy lifestyles: a global perspective.

https://doi.org/10.1079/9781786392879.0000

Omar, S. S., Ilias, N. H., Teh, M. Z., & Borhan, R. (2018). Green Mosque: A Living Nexus. Environment-Behaviour Proceedings Journal, 3(7). https://doi.org/10.21834/e-bpj.v3i7.1281

Ong, J. W., Goh, G. G. G., & Yong, S. H. S. (2022). The Impact of Green Practices in Value Chain on Firm Performance in the Context of a Developing Country. F1000Research, 11, 1–14. https://doi.org/10.12688/f1000research.73589.2

Osiako, P. O., Wikurendra, E. A., & Abdeljawad, N. S. (2022). The development of the green mar- keting concept Environmental awareness. 2, 8–13.

Prabowo, H. (2017). Eco Masjid: Dari Masjid Makmurkan Bumi (A. Huda, Mifta; Hilabi (ed.)).

Prabowo Hayu, Wardhanie, M. S. A., Sormin, P. J. M. I., Dana, K. A. C., Priastana, J., Lontoh, J. L. L., & Satya, A. D. (2020). ECO-RUMAH IBADAH 6 ( ENAM ) AGAMA UNTUK MENGENDALIKAN PERUBAHAN IKLIM (Vol. 6). Yayasan ICLEI - Local Governments for Sustainability Indonesia.

Saputra, G. (2016). Paris Agreement dan Implikasinya terhadap [I]NDC Indonesia. https://iesr.or.id/paris-agreement-dan-implikasinya-terhadap-indc-indonesia

Sayed Hassan Abdallah, A. (2022). Improved energy consumption and smart eco system for mosques in hot arid climates: Improved energy consumption and smart eco system. Ain Shams Engineering Journal, xxxx, 101997. https://doi.org/10.1016/j.asej.2022.101997

Simão, L., & Lisboa, A. (2017). Green Marketing and Green Brand – The Toyota Case. Procedia Manufacturing, 12(December 2016), 183–194. https://doi.org/10.1016/j.promfg.2017.08.023

Skackauskiene, I., & Vilkaite-Vaitone, N. (2019). Methodological Perspective of Evaluation of Green Marketing Performance. Economics and Business, 33(1), 183–191. https://doi.org/10.2478/eb-2019-0013

Wong, N. H., & Yu, C. (2005). Study of green areas and urban heat island in a tropical city. Habitat International, 29(3), 547–558. https://doi.org/10.1016/J.HABITATINT.2004.04.008

Wu, H. C., Cheng, C. C., Chen, Y. C., & Hong, W. (2018). Towards green experiential loyalty: Driving from experiential quality, green relationship quality, environmental friendliness, green support and green desire. International Journal of Contemporary Hospitality Management, 30(3), 1374–1397. https://doi.org/10.1108/IJCHM-10-2016-0596

Yan, H., Wang, X., Hao, P., & Dong, L. (2012). Study on the microclimatic characteristics and human comfort of park plant communities in summer. Procedia Environmental Sciences, 13(2011), 755–765. https://doi.org/10.1016/j.proenv.2012.01.069

Yaseen, M. H., Kasim, R., & Falih, F. S. (2022). Green Marketing Practices To Enhance Business Performance By Competitive Advantage As Mediating In Smes In Malaysia. 6(8), 4751–4766.

Yin, R. K. (2009). Case Study Research: Design and Methods (4th ed.). SAGE Publicatons, Inc.

Zölch, T., Maderspacher, J., Wamsler, C., & Pauleit, S. (2016). Using green infrastructure for urban climate-proofing: An evaluation of heat mitigation measures at the micro-scale. Urban Forestry and Urban Greening, 20, 305–316. https://doi.org/10.1016/j.ufug.2016.09.011