Marketing Communication Strategy and Green Influence Marketing as a Mediator to Strengthen UMKM Product Marketing Management in Indonesia

Abstract

UMKM are small and medium business actors who still use traditional tools in running their business which make a significant and quite large contribution to the Indonesian economy. However, Umkms have many problems including business management in the umkm business which is still considered weak so that it can affect the competition of umkm business actors both at the national and international levels. So it is necessary to have a method or strategy that can overcome the above problems, especially regarding the marketing management of umkm business actors in the midst of fairly tight economic competition. The topic raised in this discussion is about the marketing communication strategy using the green marketing method in order to maintain marketing management which is a common problem in Indonesia so that it can continue to exist and compete at a better and bigger level. The research method used in the authorship of this discussion is library research or literature by collecting data from the library, namely books, articles and other documents. This research uses descriptive qualitative method of analysis by exploring existing data and then researching and analyzing it. The green marketing marketing communication strategy for umkm business actors is considered important and can affect the progress and marketing of the umkm itself because it will affect the condition of society or consumers who are confronted by the current environmental conditions.