IMPLEMENTATION OF GOOD CORPORATE GOVERNANCE (GCG) GREEN ECONOMY FOR MSME SUSTAINABILITY (CASE STUDY OF ZERO WASTE NAKED INC STORES)

Abstract

Abstract:

The object of this research is a store with zero waste concept Naked Inc, Jakarta. Naked Inc. is a grocery retail store that provides organic products with a non-packaged shopping method. Naked.Inc is one of the green businesses that supports SDG (Sustainable Development Goals) No. 12 Responsible Consumption and Production takes the initiative to contribute to reducing the accumulation of waste caused by the high level of public consumption. In practice, MSME businesses usually do, produce, sell and make a profit. without taking into account the aspects of business continuity and increasing income for the long term. This study uses a qualitative descriptive method. Collecting data through field studies such as interviews, observation and documentation. This study aims to describe the implementation of GCG implementation in Naked.Inc and determine the right strategy for the development of Naked.Inc stores in terms of sales that will be implemented in the future. Using a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats. The results of the study, Based on the results of triangulation on the application of GCG principles to Naked Inc. SMEs, it is good to apply the principles of transparency, accountability, responsibility, and independence. But it is still not optimal in the application of the principle of fairness. The right strategy searched using swot analysis using the IFAS matrix, EFAS matrix, SWOT matrix and SWOT Cartesian diagram, the strategy obtained is the strategy in quadrant I, namely the SO strategy, using strength (Strength) to take advantage of existing opportunities.

Keywords: Good Corporate Governance, MSMEs, Green Business, SWOT, Zero Waste