Strategi Komunikasi Pemasaran Berbasis Lingkungan pada Pokka Refill Store ECOTON. (Environmental-Based Marketing Communication Strategy at Pokka Refill Store ECOTON).

Asrofiyah, Rahma Lailatul (2025) Strategi Komunikasi Pemasaran Berbasis Lingkungan pada Pokka Refill Store ECOTON. (Environmental-Based Marketing Communication Strategy at Pokka Refill Store ECOTON). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the marketing communication strategy carried out by Pokka Refill Store. This strategy is carried out by utilizing social media in order to expand the importance of the environment in a sustainable manner. This study uses a descriptive qualitative research method, combining primary and secondary data sources. Data collection was carried out by observation, interviews and documentation. The theory used in this study is Environmental Communication. The results of this study indicate that Pokka Refill Store uses 5 marketing strategies, namely, advertising to convey environmental messages and promote products. Sales promotions providing "brain your own container" discounts to consumers are one of the tactics used. In addition to focusing on store operations and refills, Pokka Refill Store participates in various external activities. In personal sales, the staff on duty are trained not only to serve transactions, but also to convey messages about the environment. Pokka Refill Store utilizes a direct marketing strategy to establish more personal communication with its customers.

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