BUILD A STRONG BRAND IMAGE IN WASTE MANAGEMENT SOCIAL ENTERPRISES

• Main Author: Alunan Dhita, Tiara
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57214
• Institution: Institut Teknologi Bandung

The waste problem in Indonesia is still a national problem for all Indonesian people. This happens because of the gap in waste management regulations that have been made with their implementation where waste should be handled from upstream to downstream in a comprehensive and integrated manner but in practice it is still carried out in an end-of-pipe or collect-transport-disposal way. This phenomenon is a challenge as well as an opportunity that encourages several parties to solve it by creating a waste management business in the form of a social enterprise. However, as we know, there has not been a single company that has become top of mind and has a strong brand image in this waste management service industry. Therefore, this study aims to identify the factors that can be used to build a brand image, identify the factors that most significantly affect the improvement of the brand image of social waste management companies, and provide recommendations on how social waste management companies should build their strong brand image Data collection was carried out using a quantitative approach and purposive sampling technique with criteria for residents of Bandung City and users of waste management services. Furthermore, PLS-SEM is used to process data and analyze the relationship between variables. In addition, a qualitative approach through semi-structured interviews was carried out to validate the data that had been obtained and used to explain more comprehensively. The results showed that aspects of brand behavior and attitudes and brand associations had a significant effect on the formation of the brand image of waste management social enterprises, while the other three aspects such as brand identity, brand personality, and brand competence and benefits did not show a significant effect. The findings of this study are expected to increase public knowledge and waste management social enterprises to maximize the waste management process and waste management business.