Hong Community Bandung Sustainable Enterpreneurship Social Marketing Strategy

Abstract

Sustainable enterpreneurship is a community empowerment activities which is focus on improving people’s welfare. Sustainable entrepreneurship is now moving from a non-profit activity into a business-oriented activity. Hong Community business model is different with other communities engaged in sustainable entrepreneurship. The community activities divided into three major activities, making the game, reviewing the game, and empowering Ciburial villager, in Dago Pakar, Bandung. The study employed mixed method, qualitative and quantitative method with interview, documentation and survey in collecting data. The result of the study explain various social marketing strategies taken by Hong Community Bandung to carry out the sustainable entrepreneurship.

Keywords: social marketing strategy, sustainable enterprneurship, Hong Community