Interactive Marketing Strategies in Sustainable Fashion- An Analysis of Fabric Recycling and Upcycling Practices
DOI:
https://doi.org/10.54259/mukasi.v5i2.7348Keywords:
Interactive Marketing Strategy, Sustainable Fashion, Recycle, Upcycle, Integrated Marketing Communication, Sejauh Mata Memandang X MulihAbstract
The fashion industry significantly contributes to the global economy but is also one of the largest sources of environmental degradation due to high water consumption, textile waste, and carbon emissions. In Indonesia, textile waste has become a major environmental concern, particularly in West Java. As a response, sustainable fashion has emerged as an alternative approach that emphasizes environmentally responsible production and consumption. This study aims to analyze the interactive marketing strategies implemented by the Sejauh Mata Memandang X Mulih collaboration in promoting sustainable fashion through fabric recycling and upcycling practices. Using a descriptive qualitative method within a constructivist paradigm and guided by the Integrated Marketing Communication (IMC) framework, data were collected through non-participant observation, structured interviews, and documentation. The findings reveal that interactive initiatives such as the “Kembali Baik” repair workshop, exhibitions, and storytelling effectively enhance consumer engagement, strengthen brand relationships, and increase environmental awareness. The collaboration successfully integrates online and offline communication channels to deliver consistent sustainability messages, positioning interactive marketing as both a promotional and educational tool in the sustainable fashion industry.
Downloads
References
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications.
Dahl, S., Eagle, L., & Low, D. (2015). Integrated marketing communications and social marketing. Journal of Social Marketing, 5(3), 226–240. https://doi.org/10.1108/JSOCM-07-2012-0031
Dimara, G. Y. (2018, May 4). Infografik: Fashion, Industri yang “Kehausan.” https://kumparan.com/kumparanstyle/infografik-fashion-industri-yang-kehausan/full
Dwinanda, R. (2023, March 16). Infografis Risiko Memakai Pakaian Bekas. https://visual.republika.co.id/berita/rrm9yk414/infografis-risiko-memakai-pakaian-bekas
Fathurokhmah, F. (2024). METODOLOGI PENELITIAN KOMUNIKASI KUALITATIF. BUMI AKSARA.
Ginting, K. (2024, September 23). Pemerintah Perlu Perhatikan Industri Fashion karena Potensial dan Ciptakan Lapangan Kerja. https://www.theiconomics.com/brand-equity/pemerintah-perlu-perhatikan-industri-fashion-karena-potensial-dan-ciptakan-lapangan-kerja/
Gunawan, A. D. (2023). SUSTAINABLE FASHION IN FAST FASHION WORLD AND ITS CONSUMERS. Universitas Pakuan.
Handayani, R. B. (2022). ANALISIS PENGEMBANGAN DESAIN FASHION BERKELANJUTAN DI INDONESIA. JURNAL NARADA, 9(1), 95–104. https://doi.org/10.2241/narada.2022.v9.i1.008
Handayani, R. B., Hutama, K., & Sunarya, Y. Y. (2020). MATRIKS STRATEGI IMPLEMENTASI PERANCANGAN FASHION BERKELANJUTAN. Jurnal Seni & Reka Rancang, 3(1), 15–24.
Hasanah, H. (2016). TEKNIK-TEKNIK OBSERVASI (Sebuah Alternatif Metode Pengumpulan Data Kualitatif Ilmu-ilmu Sosial). Jurnal At-Taqaddum, 8.
Kaikobad, N. K., Bhuiyan, Md. Z. A., Zobaida, H. N., & Daizy Afroza Huq. (2015). Sustainable and Ethical Fashion: The Environmental and Morality Issues. IOSR Journal Of Humanities And Social Science (IOSR-JHSS), 20(8), 17–22. https://doi.org/10.9790/0837-20811722
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited.
Krisyantono, R. (2020). Teknik Praktis Riset Komunikasi Kuantitatif dan Kualitatif (2nd ed.). KENCANA.
Lee, E., & Weder, F. (2021). Framing Sustainable Fashion Concepts on Social Media. An Analysis of #slowfashionaustralia Instagram Posts and Post-COVID Visions of the Future. Sustainability, 13(17), 9976. https://doi.org/10.3390/su13179976
Littlejohn, S. W., Foss, K. A., & Oetzel, J. G. (2016). THEORIES OF HUMAN COMMUNICATION Eleventh Edition (11th ed.). Waveland Press, Inc.
Marcella-Hood, M. (2023). Augmenting Sustainable Fashion on Instagram. Sustainability, 15(4), 3609. https://doi.org/10.3390/su15043609
Nairobi. (2019, March 14). UN Alliance For Sustainable Fashion addresses damage of “fast fashion.” https://www.unep.org/news-and-stories/press-release/un-alliance-sustainable-fashion-addresses-damage-fast-fashion
Octaviani, A. (2023). KOMUNIKASI PEMASARAN. PUSTAKA BARU PRESS
Panda. (2021). Mengolah Sampah dengan 3R. https://www.panda.id/membangun-kesadaran-lingkungan-lokakarya-pengelolaan-sampah-dan-penerapan-prinsip-3r-untuk-warga-desa/
Putri, Y. D., & Suhartini, R. (2018). UPCYCLE BUSANA CASUAL SEBAGAI PEMANFAATAN PAKAIAN BEBAS. E-Journal, 07(01), 12–22. https://media.neliti.com/media/publications/251008-upcycle-busana-casual-sebagai-pemanfaata-9b851913.pdf
Ramadhan, A., & Soedarsono, D. K. (2021). Media Sosial Instagram Sebagai Salah Satu Komunikasi Pemasaran Gozeal Store. E-Proceeding of Management, 8(5), 6956–6967.
Salsabila, H. (2024, August). Jawa Barat Jadi Penghasil Sampah Kain Terbanyak di Indonesia. https://data.goodstats.id/statistic/jawa-barat-jadi-penghasil-sampah-kain-terbanyak-di-indonesia-Gcazi
Septyana, Virgitta. (2019). Strategi Komunikasi Pemasaran Terpadu Wisata Bahari untuk Membentuk Citra Indonesia sebagai Poros Maritim Dunia. Jurnal IKON, 23(2), 153-180. https://journals.upi-yai.ac.id/index.php/IKON/article/view/1260
Shafie, S., Kamis, A., Ramli, M. F., Abu Bedor, S., & Ahmad Puad, F. N. (2021). Fashion Sustainability: Benefits of Using Sustainable Practices in Producing Sustainable Fashion Designs. International Business Education Journal, 14(1), 103–111. https://doi.org/10.37134/ibej.vol14.1.9.2021
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif dan R&D (2nd ed.). ALFABETA Bandung.
Sugiyono. (2021). METODE PENELITIAN KUALITATIF (3rd ed.). ALFABETA Bandung.
Sujarweni, V. W. (2025). METODOLOGI PENELITIAN. PUSTAKA BARU PRESS.
Superwiratmi, Sri Marini, Ita Karnita, Imam Ardiansyah. (2025). Penerapan Green Practices di Housekeeping Deapartemen hotel Luxton di Bandung.Link:https://journal.ubm.ac.id/index.php/journal-fame/article/viewFile/8297/3278
Tandaju, C., Nabila, L. P., Fransiska, C. (2025). Strategi Marketing Communication Dear Me Beauty dalam Membangun Brand Awareness. Ikraith Humaniora, 9(2), 741-749. https://doi.org/10.37817/ikraith-humaniora.v9i2
Tarigan, Veronika Ita Karina. (2022). Pemanfaatan Dan Kekuatan Media Sosial Sebagai Media Promosi Bisnis Kuliner Taiwan (Studi Kasus Chiclin). Visi Komunikasi 21 (2022), 59-70.
Tarigan, Veronika Ita Karina, Raharjo, Yohanes Maria Restu Dian, Citrayomie, Ayoedia Gita, Budipratiwi, Rizki Ayu & Yanuar, Kenneth Augusta. (2025). Analysis Of Brand Activation Strategies In Achieving Brand Awareness In The Vincent and Desta Tour 2023 Broadcast. IKRA-ITH HUMANIORA: Jurnal Sosial dan Humaniora.
Walhi. (2021, August 25). Kondisi Lingkungan Hidup di Indonesia di Tengah Isu Pemanasan Global. https://www.walhi.or.id/kondisi-lingkungan-hidup-di-indonesia-di-tengah-isu-pemanasan-global
Wanajih. (2023, February 7). Bagaimana Tren Thrifting Dapat Berdampak Baik pada Kelestarian Lingkungan. https://lindungihutan.com/blog/thrifting-dan-dampaknya-ke-lingkungan/
West, R., & Turner, L. H. (2017). Introducing Communication Theory (5th ed., Issue 5). Salemba Humanika.
Wildan, A. A., & Nurfebiaraning, S. (2021). STRATEGI KOMUNIKASI PEMASARAN SUSTAINABLE FASHION BRAND IAMECCU MELALUI MEDIA SOSIAL INSTAGRAM. Jurnal Ilmu Komunikasi, 4(2), 1–12.
Dahl, S., Eagle, L., & Low, D. (2015). Integrated marketing communications and social marketing. Journal of Social Marketing, 5(3), 226–240. https://doi.org/10.1108/JSOCM-07-2012-0031
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 veronika ita karina tarigan
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta pada setiap artikel adalah milik penulis.
Penulis mengakui bahwa MUKASI (Jurnal Ilmu Komunikasi) sebagai publisher yang mempublikasikan pertama kali dengan lisensi Creative Commons Attribution 4.0 International License.
Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini kedalam versi yang lain, seperti: dikirim ke respository institusi penulis, publikasi kedalam buku, dan lain-lain. Dengan mengakui bahwa naskah telah terbit pertama kali pada MUKASI (Jurnal Ilmu Komunikasi).
