STRATEGI PEMASARAN INTERNASIONAL INDOMIE DALAM MENDUKUNG TUJUAN PEMBANGUNAN BERKELANJUTAN (SDGs 8 DAN 12)
DOI:
https://doi.org/10.71282/at-taklim.v2i11.1192Keywords:
Indomie, strategi pemasaran internasional, SDG 8, SDG 12, glocalization, keberlanjutan.Abstract
Penelitian ini bertujuan untuk menganalisis strategi pemasaran internasional Indomie dalam mendukung pencapaian Tujuan Pembangunan Berkelanjutan (Sustainable Development Goals/SDGs) nomor 8 dan 12, yaitu Decent Work and Economic Growth serta Responsible Consumption and Production. Kajian ini dilatarbelakangi oleh keberhasilan Indomie sebagai produk asal Indonesia yang mampu menembus pasar global di lebih dari 80 negara, sekaligus tantangan perusahaan dalam mengintegrasikan prinsip keberlanjutan ke dalam strategi pemasaran internasional. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik studi literatur dan analisis isi (content analysis) terhadap sumber data sekunder, seperti laporan keberlanjutan PT Indofood Sukses Makmur Tbk (2019–2024), publikasi UNDP, dan artikel ilmiah terkait pemasaran internasional serta SDGs. Data dianalisis secara tematik untuk mengidentifikasi pola hubungan antara strategi pemasaran global Indomie dan kontribusinya terhadap pembangunan berkelanjutan. Hasil penelitian menunjukkan bahwa strategi pemasaran internasional Indomie yang berbasis pada pendekatan glocalization yaitu kombinasi antara standardisasi global dan adaptasi lokal mampu memperkuat posisi merek di pasar internasional sekaligus menciptakan dampak ekonomi dan sosial yang signifikan. Strategi produk, harga, promosi, dan distribusi yang diterapkan Indomie berkontribusi terhadap SDG 8 melalui penciptaan lapangan kerja, transfer teknologi, dan pertumbuhan ekonomi lokal; serta terhadap SDG 12 melalui efisiensi energi, inovasi kemasan ramah lingkungan, dan edukasi konsumen untuk konsumsi bertanggung jawab. Penelitian ini menyimpulkan bahwa integrasi antara strategi pemasaran internasional dan keberlanjutan menghasilkan sinergi yang memperkuat daya saing global sekaligus mendukung agenda pembangunan berkelanjutan. Temuan ini memberikan kontribusi teoritis pada konsep sustainable international marketing serta rekomendasi praktis bagi perusahaan yang ingin mengembangkan ekspansi global berorientasi SDGs.
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