Published: 2025-10-01
Strategi Brand Positioning Berbasis Keberlanjutan Lingkungan: Studi Kasus Napak Bhumi 2021-2024
DOI: 10.35870/jtik.v9i4.4145
Bianca Rayhanna Ramadhanti Moksen, Kayla Ratna Zahra Suradimaja, Jefri Audi Wempi
- Bianca Rayhanna Ramadhanti Moksen: LSPR Institute of Communication & Business
- Kayla Ratna Zahra Suradimaja: LSPR Institute of Communication & Business
- Jefri Audi Wempi: LSPR Institute of Communication & Business
Abstract
The fashion industry significantly impacts the environment, especially through textile waste from fast fashion. In 2021, Indonesia produced around 2.3 million tons of textile waste. This study explores the sustainability strategy of Napak Bhumi. This local brand transforms textile waste into eco-friendly shoes, uses traditional packaging, supports local artisans, and donates 10% of profits to underprivileged children through the #Tinggalkanjejakbaikmu campaign. Using qualitative methods interviews with five sources and social media analysis the findings show consumers value sustainability beyond product design. This reflects a growing awareness among young generations and offers key insights for brands aiming to integrate social and environmental values into their marketing strategies.
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Article Information
This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 9 No. 4 (2025)
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Section: Computer & Communication Science
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Published: October 1, 2025
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/jtik.v9i4.4145
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Bianca Rayhanna Ramadhanti Moksen
Program Pascasarjana Ilmu Komunikasi, LSPR Institute of Communication & Business, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta, Indonesia.
Kayla Ratna Zahra Suradimaja
Program Pascasarjana Ilmu Komunikasi, LSPR Institute of Communication & Business, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta, Indonesia.
Jefri Audi Wempi
Program Pascasarjana Ilmu Komunikasi, LSPR Institute of Communication & Business, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta, Indonesia.
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