Marketing Public Relations Subway Indonesia Mengampanyekan Produk Ramah Lingkungan

Authors

  • Junaedi Junaedi Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Satya Negara Indonesia
  • Rustono Farady Marta Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Satya Negara Indonesia https://orcid.org/0000-0002-2282-4081
  • Helen Olivia Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Satya Negara Indonesia
  • Achmad Budiman Sudarsono Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Satya Negara Indonesia
  • Risqi Inayah Dwijayanti Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Satya Negara Indonesia

DOI:

https://doi.org/10.26905/nomosleca.v11i2.16214

Keywords:

Plastic, Marketing Public Relations, Environmentally Friendly

Abstract

Plastic takes hundreds of years to decompose in nature, leading to a buildup of waste that is difficult to manage. As a restaurant that produces a significant amount of plastic waste, Subway has launched a campaign to reduce plastic usage.  This study aims to explore how Subway Indonesia's Marketing Public Relations (MPR) campaigns promote environmentally friendly products. The theoretical foundation used in this study is Strategic Environmental Communication by Robert Cox. Strategic environmental communication refers to the practice of communication designed with a clear purpose, primarily to influence how people think and act regarding environmental issues. This research adopts a qualitative approach, based on a constructivist paradigm, using a case study method with a descriptive nature. Data collection techniques include observation, interviews, and documentation. The findings reveal that Subway’s MPR communicates environmentally friendly messages directly to customers through the role of operational staff. In addition, environmental campaign posters are also placed in strategic areas. Subway’s MPR activities in delivering environmental messages have successfully raised customer awareness about the global issue of excessive plastic use.

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Author Biography

Rustono Farady Marta, Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Satya Negara Indonesia

Dr. Rustono Farady Marta, S.Sos., M.Med.Kom. (蔡益安-FRAD) is a visiting assistant professor at the Faculty of Psychology at Atma Jaya Catholic University of Indonesia and Director of Research, Publication, and Community Service at Universitas Satya Negara Indonesia (USNI). His research interest on identity and media studies as one of masterpiece PhD of Communication Science at Universitas Indonesia. He also focus in development of scientific journal by Indonesian Communication Science Journal Publishers Association (APJIKI). His research track record can be traced through SINTA ID: 259075, Scopus Author ID: 57211404689, Web of Science (WoS) Researcher ID: X-1554-2019

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Published

2025-11-24

Issue

Vol. 11 No. 2 (2025): Oktober, 2025

Section

Articles

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