CD Tesis

Strategi Sustainable Branding Asia Pacific Rayon dalam Mempertahankan Reputasi Sebagai Produsen Tekstil Berkelanjutan

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This study examines the sustainable branding strategy implemented by Asia Pacific Rayon (APR), one of the largest viscose rayon producers in Indonesia. The research is motivated by the growing environmental impacts caused by the fast fashion trend, including non-degradable textile waste. APR addresses these challenges by offering viscose rayon products that are environmentally friendly, biodegradable, and promote sustainable fashion. APR's sustainable branding strategy is designed to be measurable and targeted, focusing on building reputation, communicating sustainability commitments, and maintaining reputation through the approaches of stakeholder theory and legitimacy theory.
This research employs a qualitative approach with a case study method. The study's object is APR, while the subjects involve six informants selected through purposive sampling. Primary data were obtained through in-depth interviews, direct observations, and APR’s internal and external documents, while secondary data were collected from literature studies and media publications. The research was conducted from April 2023 to November 2024, with data validity ensured through triangulation and member checks.
The findings demonstrate that APR’s sustainable branding practices are highly effective. The strategy encompasses stakeholder engagement, communication of sustainability commitments, and reputation management supported by regulatory compliance, sustainability certifications, and grievance mechanisms to enhance transparency. This approach significantly contributes to building and maintaining a resilient and credible sustainable business reputation.



Keyword: Sustainable Branding, Sustainable Business, Stakeholder Theory

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2110246740

Penerbit

Pekanbaru : Universitas Riau Pascasarjana Tesis Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2110246740

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Jaka

Versi lain/terkait

Lampiran Berkas

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