Proposed Green Retailing Concept for Maintaining the Sustainability in the Company

Abstract : Retail business is a fast growing business in Indonesia. This is indicated by the number of retail businesses that have emerged both on a local and national scale. One of the companies engaged in the retail sector is ‘Berkah’ Swalayan. ‘Berkah’ Swalayan is a local retail company in Lampung and Central Java Provinces. This research aims to identify the internal and external conditions of ‘Berkah’ Swalayan which will then be given strategic recommendations related to green retailing. The topic of green retailing was chosen because this strategy is closely related to sustainable development goals which are currently a big focus and have a good impact on many sectors. Identification and analysis in this study used a mixed method, namely quantitative and qualitative methods. The data used are primary data and secondary data. Primary data comes from in-depth interviews with Berkah Swalayan and a survey of 101 respondents to Berkah Swalayan customers. Determination of the number of respondents using the Slovin formula. Secondary data obtained from literature review. Company analysis using the SWOT tool (Strength, Weakness, Opportunities, Threats). On the other hand, in this study variable validation was also carried out using SmartPLS 4. It was found that decision making related to green retailing was influenced by internal and external factors. Internal factors consist of company values. External factors consist of the influence of social organizations, customers and government. Meanwhile, green retailing can improve cost efficiency. This is because companies can reduce their budget costs for environmentally friendly company needs, for example reducing costs in the supply of plastic and the use of energy-friendly electronic devices. In this study the results obtained in the form of identification of internal and external company conditions. that green retailing is a strategy that can improve cost efficiency. In addition, the concept of green retailing also provides opportunities for companies to develop their business. Therefore, green retailing is a strategy that is recommended to be implemented for retail businesses. Several strategic recommendations are given in the implementation of green retailing. Recommendations for some of these strategies are implementing a ‘bring your own shopping container’ system which will be regulated by a point system, using environmentally friendly electronic devices, creating special eco-friendly angles, optimizing social media, and collaborating with the government, communities and businesses that focus on environmental issues