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All Journal Jurnal Ilmiah Manajemen Kesatuan Fundamental and Applied Management Journal
Peranginangin, Dermawan
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Economics, Econometrics & Finance Social Sciences

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Integrating Digital Marketing and Local Wisdom to Enhance MSME Performance in North Sumatra Munte, Risma; Peranginangin, Dermawan; Damanik, Elfina; Haloho, Dasmaika
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4834

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in regional economic growth and employment, yet many face limitations in both market expansion and long-term business sustainability. The rapid development of digital technology offers new opportunities through digital marketing, although many practices remain generic and overlook local cultural values. This study examines the effect of integrating digital marketing and local wisdom on MSME performance in North Sumatra Province using a quantitative approach with a survey design. Quantitative data were collected through questionnaires and analyzed using partial least squares structural equation modeling. The sample included MSMEs in locally rooted sectors such as culinary and handicrafts that actively use digital media. The results indicate that digital marketing and local wisdom both have positive and significant effects on enterprise performance, and that both factors together significantly explain the variance in sales growth, market reach, and business sustainability. This study contributes by proposing a culture-based digital marketing model for MSMEs and offers practical implications for entrepreneurs and policymakers to integrate digital capabilities with local cultural storytelling in the digital economy era.
Green Marketing and Consumer Behavior: Environmental Awareness as Mediator Munte, Risma; Peranginangin, Dermawan; Damanik, Elfina; Haloho, Dasmaika
Fundamental and Applied Management Journal Vol. 4 No. 1 (2026): Fundamental and Applied Management Journal
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i1.430

Abstract

This study aims to examine the relationship between green marketing and consumer behavior, and to analyze the mediating role of environmental awareness in the context of North Sumatra, Indonesia. A quantitative explanatory design was employed using a cross-sectional survey of 220 consumers with experience purchasing environmentally friendly products. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0, applying bootstrapping with 5,000 resamples. The results indicate that green marketing is positively associated with consumer behavior (β = 0.312, p < 0.001) and environmental awareness (β = 0.648, p < 0.001). Environmental awareness is also significantly associated with consumer behavior (β = 0.421, p < 0.001). Mediation analysis reveals a significant indirect effect (β = 0.273, p < 0.001), indicating partial mediation. The model demonstrates moderate explanatory power (R² = 0.420 for environmental awareness; R² = 0.563 for consumer behavior) and satisfactory predictive relevance (Q² = 0.301; 0.389). This study is based on a cross-sectional design, which limits causal inference. Additionally, the use of self-reported data may introduce common method bias, although collinearity diagnostics indicate acceptable levels. This study contributes to the literature by providing empirical evidence of a dual-path mechanism linking green marketing to consumer behavior through environmental awareness in a regional Indonesian context, which remains underexplored in prior studies.
Co-Authors Damanik, Elfina Haloho, Dasmaika Munte, Risma