Strategi Digital Green Marketing Pada Umkm Dan Dampaknya Terhadap Electronic Word Of Mouth (E-Wom) : Analisis Konten Kampanye Hijau Di Media Sosial Tiktok (@Barkas_Market)

Khoirul Alfian Saleh, Muhammad Ardiansyah, Dyah Ayu Saraswati, Imfrianti Augtiah

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Penelitian ini bertujuan untuk mendeskripsikan secara kuantitatif strategi digital green marketing yang diterapkan oleh UMKM Barkas Market melalui kampanye hijau di media sosial TikTok, serta menganalisis dampaknya terhadap electronic word of mouth (e-WOM). Barkas Market merupakan platform yang menghubungkan konsumen dengan barang bekas berkualitas hasil lelang dari hotel, restoran, perusahaan, dan instansi pemerintah, yang dipasarkan kembali dengan harga terjangkau dan mengedepankan prinsip keberlanjutan. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan analisis konten dan statistik deskriptif terhadap aktivitas TikTok Barkas Market selama periode 10 Mei 2024 hingga 10 Mei 2025. Hasil penelitian menunjukkan bahwa strategi green marketing Barkas Market mampu meningkatkan interaksi digital secara signifikan, dengan perolehan 51.000 likes, 12.000 komentar, 6.627 shares, 6.400.000 views, dan pertumbuhan followers dari 200 menjadi 15.300. Sentimen komentar didominasi oleh kategori positif, yang menunjukkan dukungan dan ketertarikan audiens terhadap produk bekas berkualitas dan harga terjangkau. Penelitian ini memberikan kontribusi empiris terhadap literatur green marketing di era digital, khususnya pada konteks UMKM di Indonesia, serta menawarkan rekomendasi praktis bagi pelaku UMKM lain dalam membangun brand awareness dan loyalitas pelanggan melalui media sosial..

 

Keywords: e-WOM, green marketing digital, kampanye hijau, TikTok, UMKM

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Referensi


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DOI: https://doi.org/10.37531/yum.v8i3.10192

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