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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development)
Salis Naelal Asrifa
Universitas Swadaya Gunungjati
Economics, Econometrics & Finance

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The Effect of Green Innovation and Entrepreneurial Marketing on Marketing Performance in Rattan SMEs in Cirebon Regency Salis Naelal Asrifa; Muhammad Santoso; Soesanty Maulany
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 9 No 3 (2026): May 2026
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v9i3.3633

Abstract

Purpose: The research examines the impact of green innovation and entrepreneurial marketing on the marketing performance of rattan SMEs in Cirebon Regency. Design/methodology/approach: A quantitative method was used with 105 respondents. Data were obtained through online questionnaires and analyzed utilizing multiple linear regression with IBM SPSS version 26. Findings: The results indicate that both green innovation and entrepreneurial marketing have a positive and significant impact on marketing performance, both partially and simultaneously. The model explains 39.7% of the variance in marketing performance. Research limitations/implications: This research is limited to rattan SMEs in Cirebon, so the outcomes may not be generalizable to other sectors or regions. Practical implications: SMEs are encouraged to adopt green innovation and entrepreneurial marketing strategies to enhance competitiveness and performance. Originality/value: This study provides empirical evidence from the underexplored rattan SME sector. Paper type: Research paper
Co-Authors Muhammad Santoso Soesanty Maulany