KOMUNIKASI BISNIS DALAM PENGEMBANGAN GREEN ENTREPRENEURSHIP MELALUI BATIK ECOPRINT UMKM BATIK DURENAN INDAH SEMARANG
Abstract
Terjadinya global warming membuat masyarakat kini mulai fokus pada lingkungan. Salah satunya adalah meningkatnya konsumsi produk-produk ramah lingkungan. Konsumen saat ini mulai lebih peduli pada lingkungan dan beralih pada pasar yang lebih hijau (green marketing). Oleh sebab itu, pengusaha juga kini lebih bertanggung jawab secara sosial dan telah memahami peran mereka dalam bisnis yang berkelanjutan di masa depan yang lebih baik dengan menerapkan kewirausahaan hijau (green entrepreneurship). Penelitian ini bertujuan untuk mengetahui proses komunikasi bisnis yang dilakukan oleh penginisiasi batik di UMKM Batik Kampung Tematik Batik Durenan Indah Semarang oleh anggota-anggota umkm batik lainnya dalam mengembangkan green entrepreneurship. Metode yang digunakan adalah deskriptif kualitatif dengan pendekatan studi kasus dan pengumpulan data melalui wawancara dan observasi langsung dengan mengamati proses komunikasi yang berlangsung. Pengembangan green entrepreneurship menjadi penting untuk meningkatkan kualitas pengusaha itu sendiri serta turut menjaga kelestarian lingkungan.
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DOI: https://doi.org/10.24853/pk.8.1.93-102
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