Authors : Aries Budi Marwanto; Taufik Murtono

Volume/Issue : Volume 10 - 2025, Issue 2 - February

Google Scholar : https://tinyurl.com/4c47722w

Scribd : https://tinyurl.com/4errvs42

DOI : https://doi.org/10.5281/zenodo.14930548

Abstract : In the era of increasing environmental awareness, eco-friendly products, such as painted crayons made of natural colors, are becoming an attractive option for consumers, especially parents who care about the health of their children. However, the challenge in promoting this product is how to differentiate it from conventional products made of synthetic materials. This research aims to develop an effective promotional strategy for natural color painted crayons by taking advantage of their competitive advantages, as well as increasing brand awareness among consumers. The methods used in this study include SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by the product. Furthermore, a promotional strategy is designed based on the results of the analysis, focusing on educational, entertainment, promotional, and inspirational aspects. The results of the study show that promotional strategies that prioritize education about the benefits of natural products, as well as building strong relationships with consumers through social media, can increase brand awareness and differentiation from competitors. Engaging and interactive content also contributes to increased engagement with the audience. This research makes an important contribution to crayon manufacturers of natural color painting in formulating effective marketing strategies. By leveraging competitive advantages and responding to market needs, manufacturers can increase market share and support the sustainability movement.

Keywords : Eco-Friendly Crayons; Promotion Strategy; Competitive Advantage; Consumer Education.

References :

1. W. Rahayu, A. Cahyana, and T. Rohandi, “Ekspolarsi dan Aplikasi Pigmen Warna Alami Tumbuhan pada Lukisan,” Jurnal ATRAT, vol. 1, no. 1, pp. 36–45, 2017.
2. M. Tocharman, “Eksperimen zat pewarna alami dari bahan tumbuhan yang ramah lingkungan sebagai alternatif untuk pewarnaan kain batik,” Bandung, UPI, 2009.
3. S. Savitri and R. Safitri, “Furnitur Anak Dari Kayu Palet Dengan Pewarna Alami Ramah Lingkungan,” Prosiding ISBI Bandung, 2023.
4. A. R. Hikmah and D. Retnasari, “Ecoprint sebagai alternatif peluang usaha fashion yang ramah lingkungan,” Prosiding Pendidikan Teknik Boga Busana, vol. 16, no. 1, 2021.
5. E. S. G. Paramitha, “Eksplorasi Serbuk Pewarna Alami Sebagai Media Dalam Melukis,” in Seminar Nasional Seni dan Desain: “Membangun Tradisi Inovasi Melalui Riset Berbasis Praktik Seni dan Desain,” 2017, no. 1, pp. 165–170, [Online]. Available: https://onesearch.id/Record/IOS3887.195386?widget=.
6. L. N. Himmah, C. Mahanani, M. A. Jerusalem, A. A. Nurlita, and R. S. Elvera, “PELATIHAN PEMBUATAN KAIN ECOPRINT SEBAGAI UPAYA MEWUJUDKAN SUSTAINABLE DEVELOPMENT GOALS (SDGs),” Prosiding Pendidikan Teknik Boga Busana, vol. 18, no. 1, 2023.
7. F. Rohmah, A. Anindyarini, and A. K. S. Kedhaton, “Peningkatan Peluang Berwirausaha Melalui Pelatihan Ecoprint Teknik Pounding Guna Mendorong Terwujudnya Sustainable Development Goals (SDGs),” Society: Jurnal Pengabdian dan Pemberdayaan Masyarakat, vol. 4, no. 2, pp. 168–178, 2024.
8. F. Diba, “STUDI LITERATUR: Pelatihan Ikat Celup Sebagai Upaya Pemberdayaan Masyarakat Terhadap Penggunaan Pewarna Alami,” Jurnal Online Tata Busana, vol. 10, no. 01, pp. 127–136, 2021.
9. M. Taswin, R. Yusuf, A. Haslinah, and H. Nainggolan, “Analisis Bibliometrik terhadap Efektivitas Teknologi Daur Ulang dalam Pengelolaan Limbah dan Pengurangan Pencemaran Lingkungan,” Jurnal Multidisiplin West Science, vol. 2, no. 11, pp. 983–994, 2023.
10. M. A. Mubin, “Pengaruh Pesan Kampanye Komunitas Earth Hour Surabaya Terhadap Perubahan Perilaku Ramah Lingkungan Anak Muda di Kota Surabaya,” The Commercium, vol. 4, no. 01, pp. 155–164, 2021.
11. T. Irawati, “Kajian Pemanfaatan Buah Mangsi (Phyllanthus reticulantus poir) sebagai Pewarna alami pada Kain Batik,” JURNAL ILMIAH AGRINECA, vol. 23, no. 1, pp. 18–27, 2023.
12. D. Tamburini, Pigments and Dyes in Archaeological and Historical Objects—Scientific Analyses and Conservation Challenges. MDPI-Multidisciplinary Digital Publishing Institute, 2022.
13. R. T. Evitasari, Z. Mufrodi, and B. Robi’in, “Pelatihan Membatik Pewarna Alami dan Pengenalan Teknologi Mordanting Kitosan pada Balai Agung Cendana Semaki, Yogyakarta,” Jurnal ABDINUS: Jurnal Pengabdian Nusantara, vol. 7, no. 1, pp. 32–41, 2023.
14. M. A. Benzaghta, A. Elwalda, M. M. Mousa, I. Erkan, and M. Rahman, “SWOT analysis applications: An integrative literature review,” Journal of Global Business Insights, vol. 6, no. 1, pp. 54–72, 2021.
15. D. Gumulya and C. Gunawan, “Eksplorasi Ekstraksi Pewarna Alami dari Buah dan Tumbuhan untuk Aplikasi Produk untuk Anak usia 0-6 bulan,” Prosiding SENIATI, vol. 7, no. 1, pp. 22–36, 2023.
16. D. Gumulya, “EKSPLORASI BIOMORDAN PADA PEWARNA ALAMI DAN APLIKASINYA PADA MAINAN ANAK–ANAK,” Jurnal Da Moda, vol. 2, no. 2, pp. 15–35, 2021.
17. A. Purwanto, R. D. Eskundari, T. Wiharti, and A. A. Nugroho, “Pemanfaatan Daun Pepaya Jepang untuk Ecoprint: Sebuah Solusi Ramah Lingkungan untuk Seni Cetak pada PKK Kampung Sanggrahan Makamhaji,” Jurnal Pengabdian Magister Pendidikan IPA, vol. 7, no. 4, pp. 1864–1869, 2024.
18. D. A. Asmara, “Penerapan teknik ecoprint pada dedaunan menjadi produk bernilai jual,” Jurnal Pengabdian Seni, vol. 1, no. 2, pp. 16–26, 2020.
19. S. Yana, R. Nengsih, and F. Hanum, “Keuntungan Bio-Ekonomi dan Lingkungan dari Energi Terbarukan: Tinjauan Komprehensif terhadap Praktik Terbaik,” Jurnal Serambi Engineering, vol. 9, no. 2, 2024.
20. I. Prautami, “Efektivitas Promosi melalui Media Sosial Instagram dan Facebook@ Abouttng pada UMKM di Kota Tangerang,” Jkbm (Jurnal Konsep Bisnis Dan Manajemen), vol. 8, no. 2, pp. 153–164, 2022.
21. O. S. Wisanggeni, C. B. Mulyatno, and R. Antony, “Analisis Konten Instagram@ Jenniferodelia Sebagai Sarana Pewartaan Musik Gereja Bagi Generasi Muda,” Nusantara: Jurnal Ilmu Pengetahuan Sosial, vol. 11, no. 1, pp. 98–107, 2024.