Strategi Komunikasi Lingkungan dalam Praktik Green Branding (Studi Kasus Kopi Tuku)
Keywords:
green branding, Kopi Tuku, coffee grounds, communication of environmentAbstract
ABSTRAK
Isu lingkungan seperti peningkatan volume sampah plastik dan limbah kopi menjadi tantangan serius di tengah pesatnya pertumbuhan industri kopi di Indonesia. Penelitian ini bertujuan untuk memahami strategi komunikasi lingkungan yang diterapkan Kopi Tuku dalam membangun citra green branding melalui pendekatan komunikasi yang berkelanjutan. Dengan menggunakan metode kualitatif studi kasus, data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi pada gerai Kopi Tuku. Hasil penelitian menunjukkan bahwa Kopi Tuku menerapkan strategi komunikasi terstruktur, baik melalui media sosial seperti Instagram maupun aktivitas langsung di gerai, guna mengedukasi konsumen terkait gaya hidup ramah lingkungan. Program daur ulang kantong krimer, diskon bagi konsumen yang membawa tumbler, serta penggunaan kemasan dari bahan daur ulang merupakan bentuk nyata komitmen perusahaan terhadap keberlanjutan. Meskipun demikian, masih ditemukan hambatan dalam penerapan strategi secara merata, terutama pada layanan daring. Oleh karena itu, diperlukan optimalisasi komunikasi lintas saluran dan konsistensi pesan untuk memperkuat pemahaman serta partisipasi konsumen. Penelitian ini mempertegas pentingnya sinergi antara komunikasi lingkungan dan praktik bisnis dalam membentuk kesadaran kolektif terhadap isu keberlanjutan.
Kata kunci: Strategi Komunikasi, Komunikasi Lingkungan, Green Branding, Media Sosial, Kopi
Tuku
ABSTRACT
Environmental issues such as the increasing volume of plastic waste and coffee grounds have become serious challenges amidst the rapid growth of the coffee industry in Indonesia. This study aims to explore the environmental communication strategies implemented by Kopi Tuku in developing a green branding image through sustainable communication approaches. Using a qualitative case study method, data were collected through in-depth interviews, observation, and documentation at Kopi Tuku outlets. The findings reveal that Kopi Tuku applies a structured communication strategy, both through social media platforms like Instagram and direct activities at its stores, to educate consumers on eco friendly lifestyles. Initiatives such as the recycling of creamer sachets, offering discounts for customers who bring their own tumblers, and the use of recyclable packaging reflect the company’s commitment to sustainability. However, challenges remain in ensuring the consistency and reach of the strategy, especially in online services. Therefore, cross-channel communication and consistent messaging are needed to enhance consumer understanding and participation. This research emphasizes the importance of synergy between environmental communication and business practices in fostering collective awareness of sustainability issues.
Key words: Communication Strategy, Environmental Communication, Green Branding, Social Media, Kopi Tuku
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