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International Journal of Energy Economics and Policy | Vol 8 • Issue 5 • 2018 181

International Journal of Energy Economics and 
Policy

ISSN: 2146-4553

available at http: www.econjournals.com

International Journal of Energy Economics and Policy, 2018, 8(5), 181-186.

Marketing Strategy for Renewable Energy development In 
Indonesia Context Today

Willy Arafah1*, Lucky Nugroho2, Rowlan Takaya3, Soeharjoto Soekapdjo4

1Master of Management, Trisakti University, Jakarta, Indonesia, 2Mercu Buana University, Jakarta, Indonesia, 3Master of Management, 
Trisakti University, Jakarta, Indonesia, 4Master of Management, Trisakti University, Jakarta, Indonesia. *Email: willy.arafah@gmail.com

ABSTRACT

Economic development depends on the availability of energy, especially in supporting the current government’s development priorities to build the 
infrastructure sector in Indonesia, while the goal of development is to improve the nation’s competitiveness this research aims to investigate the 
opportunity to reduce fossil energy and switch to renewable energy. One of the efforts to improve long-term national energy security length is through 
reducing dependence on fossil energy, and the government must take swift action to use renewable energy. The methodology in this research uses 
internal factor evaluation analysis, external factor evaluation and SWOT matrix. Furthermore, the data used is secondary data in the period 2017–2022 
coming from various official sources. The development of renewable energy in the world followed by the technology, more advanced technology 
used, the cost of investment and renewable energy tariffs will be cheaper, thus will be more competitive with electricity from fossil energy. Currently 
the installed power generation capacity in Indonesia is 57 gigawatts, of which 86% still use fossil energy and the remaining is renewable energy. 
Renewable energy in Indonesia becomes a very potent alternative, where the energy source depends on the geographical area and the source of energy 
it produces. The potential of renewable energy in Indonesia is very big, Indonesia has 40% geothermal potential in the world.

Keywords: Marketing Strategy, Renewable Energy, SWOT Matrix 
JEL Classification: A1, A11, O13

1. INTRODUCTION

Energy is the power that can be used to perform various processes 
of activity, including electricity, mechanical energy, and heat. 
Source of energy is a part of natural resources such as oil and 
gas, coal, water, geothermal, peat, biomass and so on, either 
directly or indirectly can be utilized as energy. New energy 
is a form of energy produced by new technologies from both 
renewable and non-renewable energies, including hydrogen, 
coal bed methane, coal liquefaction, coal gasification and nuclear 
Hosseini and Wahid (2016). Renewable energy is a source of 
energy generated from energy resources that will naturally not 
be exhausted and can be sustainable if managed properly, among 
others: Geothermal, biofuel, river water flow, solar heat, wind, 
biomass, biogas, sea waves, and temperature the depth of the sea 
(Kalogirou, 2013). Energy diversification is the diversification of 
supply and utilization of various energy sources in the framework 
of energy supply optimization. Energy conservation is the use 

of energy efficiency and rationally without reducing the energy 
usage that is necessary (Jaffe and Stavins, 1994; Lutzenhiser, 
1993). A particular alternative energy source is a specific type of 
energy source substitute for fuel oil. Energy elasticity is the ratio 
or the ratio between the growth rate of energy consumption and 
the rate of economic growth. The economic price is the cost of 
production per unit of energy, including the environmental cost 
plus the marginal cost (Hill et al., 2006; Pittman et al., 2011). The 
government continues to encourage the optimization of Renewable 
Energy to meet national energy needs in the future because of the 
high economic level. However, from the potential of Renewable 
Energy in Indonesia of 400 gigawatts (GW), newly used about 8.8 
GW or 2% of the potential energy cannot be separated from human 
needs at this time, and power plays a vital role in all human life 
(De Groot et al., 2002; Nugroho, 2014; Prastowo, 2015; Nugroho 
et al., 2017). Indonesia is a country facing electricity crisis every 
year. Therefore the need for electricity always increases every 
year. Some alternative energy that can be developed by increasing 



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International Journal of Energy Economics and Policy | Vol 8 • Issue 5 • 2018182

demands, among others, are biofuel, biomass, geothermal, water, 
wind, sun, sea waves and sea tides (Cherubini, 2010; Dincer, 
2000). New renewable energy development is quite potential 
in Indonesia. Therefore it must be developed continuously, by 
2025 Indonesia itself will target the development of solar energy 
as 1000MW through the program of 1000 islands (LIPI, 2016). 
Indonesia has great potential in applying renewable energy (EBT). 
However, the potential utilization of EBT is still very small. Until 
2017, only about 12 percent of potential EBT in Indonesia is used 
as a source of electrical energy by the state electricity company 
(PLN). According to PLN, the potential of EBT in Indonesia 
reaches around 443 GW. The potentials include energy from wind 
or Bayu with a power of 207,898 megawatts (MW), followed 
by hydro (94,476 MW), solar (60,647 MW), bioenergy (32,654 
MW), geothermal (29,554 MW), and sea (17,989 MW). However, 
the potential utilization of EBT in Indonesia until last year is still 
around 8 GW. Other data even call it smaller, only about 6.5 GW. 
According to geographical position in the ring of fire, Indonesia 
has abundant geothermal potential and can be utilized as the energy 
source for the power plant. Currently, 331 potential points are 
spread across 30 provinces ranging from Sumatra Island, Java, 
Nusa Tenggara, Maluku, to Sulawesi with reserves of 17,506 
MW and 11,073 MW of resources. However, the utilization of 
geothermal energy for new power plants is 1,698.5 MW or about 
10% of the existing reserves thus the opportunities for geothermal 
energy development are still very open (Figure 1).

2. PROBLEM DESCRIPTION

This study is limited by research questions that include: (1). What 
is the potential of renewable energy in Indonesia ? (2). What is 
the society's need for the latest energy? (3). What is the current 
renewable energy marketing strategy in Indonesia?

3. LITERATURE REVIEW

According to Kotler (2015) and Hoeffler and Keller, (2002), 
marketing strategy is the logic of marketing where the company 
hopes to create customer value and achieve a rewarding 
relationship. The formulation of marketing strategy is based 
on a thorough analysis of external and internal environmental 
factor company. The corporate environment changes rapidly at 
any time giving rise to better opportunities and threats coming 
from the main competitors as well as from the ever-changing 
business climate (Pettigrew et al., 2001; Arafah and Nugroho, 

2016a; Sholihin and Harnovinsah 2017). Consequences of factor 
change these external factors also result in changes in internal 
factors of the company, such as changes to the strengths and 
weaknesses of the company. Strategic marketing is defined as 
the art and knowledge to formulate, implement, and evaluate 
cross-functional decisions that enable the organization to achieve 
its goals. Many books are about strategy, the concept of strategy 
is always directed to the conditions of war, but nowadays more 
strategy leads to winning the competition in the business world 
quickly (McGrath, 2013; Hamel et al., 1989; Nugroho et al., 
2015). Strategy are more geared towards how the company can 
quickly apply the vision and mission that has been created for a 
certain period of time (Schein, 1990; Von Krogh, 1998; Utami 
and Nugroho, 2017). Nevertheless according to Mintzberg (1973) 
and Crane (2000) strategy is more geared towards realizing a 
one step enterprise move compared to other competitors. Each 
management function makes a certain contribution at the moment 
strategizing at different levels. Marketing is a function that has 
the greatest contact with the external environment, whereas the 
company has only limited control over the external environment 
(Miles et al., 1978). By therefore, marketing plays an important 
role in development strategy. In the role of strategy, marketing 
includes every effort to achieve conformity between the company 
and its environment in order looking for solutions to the problem 
of determining two basic considerations. First, what business is in 
the company today and what kind of business which can be entered 
in the future. Second, how the business has been selected in the 
dimensions, namely the current dimensions and the dimensions of 
the period will come. Marketing mix strategy run successfully in an 
environment, competent by-product perspective, price, promotion, 
and distribution to serve the target market (Park et al., 1986). In the 
context of strategy formulation, marketing has two when it comes 
to relationships that have existed between a company with its 
environment. While the dimensions to come are is expected to be 
interwoven and the program of action required for achieving that 
goal. Regarding to Kotler (2015) and Heinonen (2011) marketing 
is a social and managerial process undertaken by a person or group 
to acquire something desired or needed through the creation and 
exchange of products and values. Furthermore, The American 
Marketing Association defines marketing as an organizational 
function and planning processes to create, communicate and 
deliver value to customers and to manage customer relationships 
in ways that benefit the organization and its stakeholders, as well 
as the implementation of conceptions, pricing, promotion and 
distribution of ideas, goods and services to create a satisfactory 
exchange of individual goals and organizations (Grönroos, 1997; 

Figure 1: Mix of energy consumption based on user and type of energy year 2017–2022

Source: Secondary data, 2017



International Journal of Energy Economics and Policy | Vol 8 • Issue 5 • 2018 183

Arafah, et al.: Marketing Strategy for Renewable Energy Development in Indonesia Context Today

Slater et al., 1995). The concept of marketing mix according to 
(Khan, 2014) is: “Marketing mix is the set of marketing tools 
that the firm uses to pursue its marketing objectives in the target 
market.” Regarding the above definition explained that marketing 
mix/mix marketing is a combination and four variables that are 
the core of the company’s marketing system and can be controlled 
by the company as adequately as the possible Marketing strategy 
is essential for companies where marketing strategy is a way 

to achieve the goals of a company. Therefore, we can conclude 
Strategy is a series of large design that describes how a company 
must operate to achieve its goals (Casadesus-Masanell and Ricart, 
2010). Marketing Strategy is a marketing mindset that will be 
used to achieve marketing objectives. Marketing strategy contains 
specific strategies for target markets, positioning, marketing mix 
and marketing expenditure. Marketing strategy is a fundamental 
tool that is planned to achieve the company by developing 
sustainable competitive advantage through entering markets and 
marketing programs used to serve that target market (Bharadwaj 
et al., 1993). In the context of utilization of renewable energy some 
policies that support renewable energy apart from Government 
Regulation Presidential decree (PP). 79 years 2014 has been 
issued a lot and become the subject, among others: (1). Act (UU) 
no. 30/2007 on Energy; (2). UU no. 21/2014 on Geothermal; 
(3). UU no. 30/2009 on electricity; (4). Presidential Regulation 
no. 4 of 2016 on Accelerating the Development of Electricity 

Table 1: Matriks IFE and EFE
No Internal factors (strength) Weight Rank Score
1. The price of renewable energy is very competitive against fossil energy 0.08 4 0.32
2. Renewable energy does not generate significant pollution for the environment 0.07 3 0.21
3. Research in the field of renewable energy is growing rapidly 0.05 4 0.2
4. Energy companies in Indonesia are committed to developing renewable energy 0.06 2 0.12
5. Renewable energy is becoming the choice of people who understand the environment 0.03 4 0.12

Total 0.29 0.97
Sources: Pimary Data, 2018. IFE: Internal factor evaluation, EFE: External factor evaluation

Table 2: Matriks IFE and EFE
No Internal factors (weakness) Number Rank Score
1 Investment costs are very large in renewable energy and very less attractive by investors 0.07 3 0.21
2. Renewable energy areas in Indonesia are usually located in remote areas 0.06 4 0.24
3. Limitations in renewable energy infrastructure 0.04 4 0.16
4. Very few experts in renewable energy in Indonesia at this time 0.06 2 0.12
5. The lack of regularity to utilize renewable energy for an area in the framework of energy self-sufficiency 0.03 4 0.12

Total 0.26 0.85
Sources: Pimary data, 2018. IFE: Internal factor evaluation, EFE: External factor evaluation

Table 3: Matriks IFE and EFE
No External factors (opportunity) Number Rank Score
1. The potential of renewable energy development in Indonesia is still very large and has not been 

optimally utilized
0.09 3 0.27

2. In the future the energy prioritized, there is renewable energy 0.07 5 0.35
3. Energy consumption in the future is increasing, high economic growth in Indonesia is in need of a lot 

of energy
0.05 5 0.25

4. Government policy is directed to develop renewable energy 0.04 3 0.12
5. The government invites domestic and foreign investment to invest in renewable energy and is 

subsidized by the government
0.06 6 0.36

Total 0.31 1.35
Sources: Pimary data, 2018. IFE: Internal factor evaluation, EFE: External factor evaluation

Table 4: Matriks IFE and EFE
No External factors (Threats) Number Rank Score
1. Indonesia’s oil reserves are getting smaller and fewer 0.09 3 0.27
2. Indonesian industry uses fossil energy and it is very difficult to change it 0.07 4 0.28
3. The industry still chooses fossil energy 0.08 4 0.32
4. The government should invite local companies to grow forward 0.06 5 0.3
5. Local companies engaged in the energy sector are very difficult to invest in developing renewable energy 0.03 4 0.12

Total 0.33 1.29
Sources: Pimary Data, 2018. IFE: Internal factor evaluation, EFE: External factor evaluation

Table 5: Matriks IFE and EFE score
Internal Value External value Strategic planning
S > W (+) O > T (+) Aggressive
S < W (−) O ≥ T (+) Stand/Stick out
S > W (+) O ≤ T −) Diversification
S > W (−) O < T (−) Conservative
0.97 > 0.85 1.35 > 1.29
Sources: Pimary data, 2018. IFE: Internal factor evaluation, EFE: External factor 
evaluation



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International Journal of Energy Economics and Policy | Vol 8 • Issue 5 • 2018184

Infrastructure; (5). Minister of Energy and Mineral Resources 
Regulation no. 19 of 2015 on the purchase of hydroelectric power 
up to 10 MW capacity by PT. State electricity company (PLN). The 
Direction of Energy Development Strategy and Strategy according 
to the National Development Agenda-National Medium Term 
Development Plan (RPJMN) (2015–2019) are: (1). Increasing 
the role of renewable energy in the energy mix: (i) Appropriate 
incentives and prices to encourage investment; (ii) utilization 
of new renewable energy and bioenergy for power generation 
and (iii) utilization of biofuels. (2). Improving Accessibility: 
Providing electricity to remote islands and villages including 
fishing villages where possible with solar energy and other 
renewable energy. (3). Improving efficiency in energy use: (i) 
Energy-saving campaigns, (ii) development of incentives and 
financing mechanisms for financing energy efficiency efforts; 
(iii) improving the technical capabilities of managers and energy 
auditors; (iv) enhancing the role and capacity of energy service 
companies; (v) developing the use of energy-efficient systems 
and technologies in industry; (vi) optimizing energy conservation 
policy instruments (PP No. 70/2009 on Energy Conservation). 
(4). Utilizing the potential of water resources for hydropower, 
including: (i) Incentives to accelerate hydropower development, 
i.e., the dispensation of forest area utilization for hydropower 
development, regulation of electricity selling price and land 
provision, (ii) simplification of rules and licensing requirements 
document. Increased consumption of electrical energy each year is 
estimated to continue to grow. General Electric Power Supply Plan 
(RUPTL) of PT PLN (Persero) 2010–2019 states, the electricity 
demand is estimated at 55,000 MW. So the average increase in 
electricity demand per year is 5500 MW. Of the total power of 
32,000 MW (57%) built by PLN, while the remaining 23,500 MW 
will be fulfilled by private power developers (Juwito et al., 2015).

4. METHODOLOGY

Type of research conducted is exploratory research, is research 
conducted by assessing a data with the aim to produce an invention 
related to the data being studied. The formulation of choice of the 
development strategy of bio-based renewable energy is done by 
using SWOT analysis series. The process is done in three stages, 
namely data collection (input stage), analysis (matching stage), 
and decision making (decision stage). At the data collection 
stage, an internal and external environment factor evaluation 
is evaluated using internal factor evaluation (IFE) and external 
factor evaluation (EFE) matrices. In the analysis phase, strategic 
positioning is performed using IFE and EFE score, SWOT analysis 
diagram, and SWOT matrix. In the decision-making phase, the 
formation of development programs based on SWOT analysis 
results.

4. RESULTS

The potential of renewable energy in Indonesia today
The Indonesian state has geographical advantages that can be 
utilized to build alternative energy, in addition to fossil energy, 
such as geothermal, water, wind, solar, ocean waves, tides, 
biofuels. But unfortunately until now the government has not 

managed these resources optimally created at this time. If all 
these alternative energy sources we use then the cost of household 
electricity will be cheaper, the industry becomes competitive and 
transportation will also be more affordable to see the number of 
electric vehicles that are created at this time (Nugroho, 2013).

The society's need for the latest energy 
Fossil energy in Indonesia, especially petroleum is very limited, 
so the majority of Indonesian consumption still rely on imports, 
which must be purchased with dollars. In addition, the price of 
petroleum is also unstable greatly affecting the world’s political 
conditions. So if the current price of electricity in Indonesia 
Rp1.059 per kWh–Rp. 1.506 per kWh then the possibility of 10 or 
15 years ahead can be Rp. 2.020/kwh–Rp. 2.550/kwh. Also, when 
the current price of Solar Rp 6.950, - and Premium Rp. 7.450 at 
the time of world oil price of world oil price $ 37.69/barrel, how 
when world oil price increase up to $ 120 or $ 150 per barrel. It 
must be remembered that petroleum in this world is very limited, 
and economic law always depends on supply and demand.

The results of study, as follows: (1). Geothermal energy, 
geothermal energy or geothermal is a renewable energy source of 
thermal energy (heat) generated and stored in the earth. Geothermal 
Power Benefits, hardly inferring pollution or greenhouse gas 
emissions. This power is also not noisy and reliable. Geothermal 
power station generates about 90% electricity, compared to 65-
75% of fossil fuel power plants. Unfortunately, even though 
Indonesia has abundant geothermal reserves of up to 40% of the 
world’s geothermal reserves, this proven clean, renewable energy 
source is not being utilized on a large scale. (2). Water energy is 
one of the most common alternative fossil fuels. This energy source 
is obtained by utilizing the potential energy and kinetic energy 
possessed by water. Currently, about 20% of world electricity 
consumption is met from hydropower (hydropower). (3). Wind 
Energy, Wind or bayu energy is a source of renewable energy 
generated by wind. Windmills are used to capture wind energy 
and convert it into kinetic or electric energy. Solar Energy/Solar 
Energy. (4). Solar or solar energy or known as the solar system 
is a renewable energy sourced from radiation of light and heat 
emitted by the sun. (5). Sea wave energy, sea wave energy or wave 
is renewable energy that comes from the ups and downs of sea 
water waves. Indonesia as a maritime country located between two 
oceans has high potential to utilize the energy source of this ocean 
wave. But unfortunately this alternative energy source is still in 
development stage in Indonesia. (6). Tidal energy, tide energy is 
a renewable energy source of tidal water. There are two types of 
tidal energy sources, the first is the high difference in low seawater 
during high tide and low tide (7). Energy biofuels are renewable 
energy sources of fuel (both solid, liquid, and gas) produced from 
organic materials. Sources of biofuels are plants that have high 
sugar content (such as sorghum and sugar cane) and plants that 
have high vegetable oil content.

The current renewable energy marketing strategy in 
Indonesia
Indonesia has great potential and opportunities to use renewable 
energy. Based on the IFE and EFE Matrix, Indonesia has the 
following internal potential (Table 1):



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Arafah, et al.: Marketing Strategy for Renewable Energy Development in Indonesia Context Today

• The price of renewable energy is very competitive against 
fossil energy,

• Renewable energy does not generate significant pollution for 
the environment,

• Research in the field of renewable energy is growing rapidly,
• Energy companies in Indonesia are committed to developing 

renewable energy,
• Renewable energy is becoming the choice of people who 

understand the environment.

Furthermore, there are weaknesses in being able to use renewable 
energy in Indonesia context (Table 2) as follow: 
• Investment costs are enormous in renewable energy and very 

less attractive by investors,
• Renewable energy areas in Indonesia are usually located in 

remote areas,
• Limitations in renewable energy infrastructure,
• Very few experts in renewable energy in Indonesia at this 

time,
• The lack of regularity to utilize renewable energy for an area 

in the framework of energy self-sufficiency.

However, there are external opportunity factors that support the 
adoption of renewable energy in Indonesia (Table 3), as follows:
• The potential for renewable energy development in Indonesia 

is still huge and has not been optimally utilized,
• In the future the energy prioritized, there is renewable energy,
• Energy consumption in the future is increasing, high economic 

growth in Indonesia is in need of a lot of energy
• Government policy is directed to develop renewable energy,
• The government invites domestic and foreign investors 

to invest in renewable energy and is subsidized by the 
government. 

Also, there are external threat factors that can be considered in 
developing renewable energy in Indonesia (Table 4):
• Indonesia's oil reserves are getting smaller and fewer,
• Indonesian industry uses fossil energy and it is very difficult 

to change it,
• The industry still chooses fossil energy,
• The government should invite local companies to grow 

forward,
• Local companies engaged in the energy sector are very 

difficult to invest in developing renewable energy.

Based on IFE and EFE matrix analysis where the strong (S) 0.29 
and weakness (W) values are 0.26, then S> W. Besides that, 
opportunity (O) has a value of 0.31 while weakness (W) is 0, 33. 
Therefore the marketing strategy for renewable energy in Indonesia 
is in the category of Diversification (table 5). There are still many 
challenges to be able to change the habits of Indonesian people in 
using fossil energy into renewable energy (Astra, 2010; Arafah & 
Nugroho, 2016b). Therefore, the government, community leaders, 
financial institutions and other relevant parties must work hand in 
hand to increase knowledge and understanding of the importance 
of this renewable energy. By using renewable energy, it can reduce 
pollution and improve the quality of life of the community.

6. CONCLUSIONS

The transition of energy will never happen without a strong 
desire of the government and the legislature, as it is needed by 
government and legislative policies and regulations to encourage 
alternative energy development by both government and private 
investors, such as: (1). Increase the participation and funding from 
the Indonesia Institute of Science and Research and Technology 
Ministries to examine the locations of alternative energy potentials 
in Indonesia and the technologies that best suit the geographical 
conditions in Indonesia. (2). Establish regulations and provide 
tax subsidies on alternative energy power plants. (3). More 
easier development permits and operational of alternative energy 
generation than fossil energy generation. (4). Make the regulation 
easier to enter the vehicle lsitrik than conventional vehicles, so that 
will increase demand for electrical energy that will automatically 
trigger investors to invest investment in Indonesia. (5). Setting 
the purchase price of government or PLN for alternative energy is 
more expensive or at least equal to the price of fossil energy, thus 
increasing the interest of investors to participate. (6). Development 
of electric vehicle filling stations at Pertamina filling stations. In 
addition to the land already available, also so as not to harm one 
of the largest state-owned enterprises in Indonesia.

7. ACKNOWLEDGMENT

This research is dedicated to study in the field of renewable 
energy in Indonesia in terms of marketing strategy and as research 
on a master program of Trisakti university management for 
accreditation of study programmes and complementary research 
to gain an academic level of professor.

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