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All Journal SEGMEN Jurnal Manajemen dan Bisnis Journal of Digital Marketing and Search Engine Optimization
Tri Wahyu Lestari
STIE Rajawali Purworejo
Computer Science & IT Economics, Econometrics & Finance

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AN ANALYSIS OF SUSTAINABLE COMPETITIVE ADVANTAGE AND ENVIRONMENTALLY FRIENDLY MARKETING MODELS IN NATURAL DYES AND BATIK AND ECOPRINTING MSMEs Tri Wahyu Lestari; Adi Sucipto; Wakhdan Wakhdan
SEGMEN: Jurnal Manajemen dan Bisnis Vol 22, No 1 (2026): SEGMEN Jurnal Manajemen dan Bisnis
Publisher : FE Program Studi Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37729/sjmb.v22i1.9244

Abstract

This research aims to examine the influence of green knowledge management, ecological innovation, and ecological commitment on sustainable competitive advantage and sustainable marketing performance among batik and natural-dyed ecoprint MSMEs in Purworejo Regency. The study addresses the problem of low integration of sustainable business practices and limited use of local natural resources, which challenge MSMEs in responding to global market demands and environmental regulations. A quantitative explanatory survey was conducted with 100 SMEs selected by purposive sampling. Data were analyzed using Partial Least Squares – Structural Equation Modeling (SEM-PLS). The results show that green knowledge management, ecological innovation, and ecological commitment have significant positive effects on sustainable competitive advantage and green marketing performance. In addition, sustainable competitive advantage mediates the relationship between these factors and green marketing outcomes, providing important implications for MSME development in eco-friendly industries.
Integration of Sustainability Keywords in Digital Marketing for Green Branding Hesti Respatiningsih; Tri Wahyu Lestari
Journal of Digital Marketing and Search Engine Optimization Vol. 2 No. 2 (2025): Journal of Digital Marketing and Search Engine Optimization
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/czattw53

Abstract

This study investigates how sustainability-oriented keywords can be strategically integrated into digital marketing to strengthen green branding performance among environmentally conscious consumers. The objective of this research is to identify the most effective sustainability keywords, examine their influence on brand perception, and develop a practical framework for optimizing keyword integration across digital marketing channels. Using a mixed-methods approach, the study combines keyword analytics from 1,200 online search queries with qualitative interviews conducted with 15 digital marketing professionals in sustainable business sectors. Findings reveal three dominant keyword clusters—eco-friendly, carbon-neutral, and sustainable materials—that significantly increase search visibility and positively influence perceptions of corporate environmental responsibility. The implications include offering practical guidance for marketers to align keyword strategies with sustainability values, enhancing brand authenticity and competitiveness. The originality of the research lies in presenting an empirically validated green-keyword integration framework that bridges SEO strategy with sustainability communication, a topic understudied in prior digital marketing literature.
Co-Authors Adi Sucipto Hesti Respatiningsih Wakhdan Wakhdan