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All Journal Jurnal Manajemen Teori dan Terapan Magisma: Jurnal Ilmiah Ekonomi dan Bisnis Value: Jurnal Manajemen dan Akuntansi International Journal of Economics, Business and Accounting Research (IJEBAR) Studi Kasus Inovasi Ekonomi Jurnal Manajemen Bisnis Jurnal Pengabdian Masyarakat Asia Jurnal Pengabdian dan Peningkatan Mutu Masyarakat (JANAYU) Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Jurnal Manajemen Bisnis dan Kewirausahaan Prosiding Seminar Nasional Pengabdian Masyarakat Mengabdi: Jurnal Hasil Kegiatan Bersama Masyarakat
Viajeng Purnama Putri
Universitas Muhammadiyah Malang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Social Sciences Other

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GREEN INNOVATION AND GREEN COMPETITIVE ADVANTAGE MEDIATE THE INFLUENCE OF GREEN MARKETING ORIENTATION ON GREEN MARKETING PERFORMANCE IN SME INDONESIA Putri, Viajeng Purnama; Riyanto, Dicky Wisnu Usdek
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 7 No 4 (2023): IJEBAR, Vol. 7 Issue 4, December 2023
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v7i4.11614

Abstract

This study aims to analyze the relationship between green innovation and green competitive advantage mediating the influence of environmentally friendly marketing orientation on the performance of environmentally friendly marketing using the SEM-PLS analysis tool in Indonesian MSMEs. The results of this study Green Innovation (GI) has a significant effect on Environmental Marketing Performance (EMP). Green Marketing Orientation (MO) has a significant effect on Environmental Marketing Performance (EMP). Green Marketing Orientation (MO) has a significant effect on Green Competitive Advantage (GCA). Green Marketing Orientation (MO) has a significant effect on Green Innovation (GI). Green Marketing Orientation (MO) has a significant effect on Environmental Marketing Performance (EMP) through on Green Competitive Advantage (GCA). Green Marketing Orientation (MO) has a significant effect on Environmental Marketing Performance (EMP) through Green Innovation (GI).
Mendorong Pilihan Berkelanjutan: Eco Labeling, Eco Branding, Dan Dampaknya Terhadap Green Purchase Intentions dan Consumer Behaviour Viajeng Purnama Putri
Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (Jebma) Vol. 3 No. 3 (2023): Artikel Riset Volume 3 Issue 3, November 2023
Publisher : Yayasan Cita Cendikiawan Al Kharizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jebma.v3i3.3036

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh eco-labeling, eco branding, dan Dampaknya terhadap Niat Membeli Ramah Lingkungan dan Perilaku Konsumen. Sampel yang digunakan dalam penelitian ini sebanyak 125 orang. penelitian ini adalah kuantitatif dan menggunakan Structural Equation Modeling (SEM) dengan Partial Least Squares (PLS) sebagai alat analisis utama. Hasil dari penelitian ini yaitu eco-labeling berpengaruh terhadap green purchase intention, eco branding berpengaruh positif dan signifikan terhadap green purchase intention, green purchase intention berpengaruh positif dan signifikan terhadap consumer behaviour, green purchase intention memediasi hubungan antara eco-labeling terhadap consumer behaviour dan green purchase intention memediasi hubungan antara eco-branding terhadap consumer behaviour.
Co-Authors Aini, Safira Nur Dicky Wisnu Riyanto Dicky Wisnu Usdek Riyanto Ikhram W, M Abdi Dzil Iqbal Ramadhani Fuadiputra Juliati, Ratih Nawang Sulistyani Novita Ratna Satiti Ratya Shafira Arifiani Rista Anggriani Sari, Diyana Permata Shanty, Baroya Mila Sri Nastiti Andharini Usdek, Dicky Wisnu Verdyani, Putri Vabilla