Marketing of innovative products for environmentally friendly small and medium enterprises

Abstract

The marketing of innovative products that are environmentally friendly is the concern of the global community and can compete with other products. This study aims to (1) describe the process of marketing innovative products for small and medium businesses that are environmentally friendly. (2) Analyze the role of small and medium enterprises in marketing innovative products that are environmentally friendly. Research informants are small and medium enterprises (SMEs) totaling 382. Data collection is carried out using qualitative methods. The results showed that (1) The number of small and medium enterprises (SMEs) registered until the end of 2017 reached 8300 units. This amount is quite large, and if managed properly it will increase regional revenues and reduce unemployment, especially if the existing SMEs are developed in environmentally friendly innovation products with a green marketing orientation, of course, this can increase the income of SME entrepreneurs (2) Entrepreneurs SMEs that carry out innovative products that are environmentally friendly are increasingly increasing marketing performance with increasing demand for the products they produce while increasing their income. Some of the SMEs, have carried out production processes that are environmentally friendly, and in fact have increased sales and income as well, because the public believes that the product produced is very clean, using raw materials that are truly safe, and certified Indonesian National Standards (SNI) and halal label, efficiency in the use of raw materials, energy and water which all can reduce operational costs.