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All Journal IJEBA (International Journal of Economic, Business & Applications) Business Management Analysis Journal (BMAJ)
Nainggolan, Solawati
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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SME Development Through Competitive Advantage on The Improvement of SME Marketing Performance in Medan Fikri, Muhammad Hilman; Mulyono, Hardi; Syamsuri, Abd. Rasyid; Nainggolan, Solawati
International Journal of Economic, Business & Applications Vol. 9 No. 1 (2024): International Journal of Economic, Business and Applications
Publisher : Program Pascasarjana, Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31285/ijeba.99

Abstract

The development of competitive advantage for SMEs in Medan City is carried out by looking at the marketing aspects. In improving its marketing performance, SMEs review aspects of market orientation and product innovation. This will allow SMEs to compete with their competitors. The role of the government is also increasingly needed in making the quality improvement of SMEs such as providing facilities and infrastructure for good access to the market, providing understanding in increasing product innovation and opening access to SME marketing in the future. However, some entrepreneurs are constrained in making this because of  the limited information and advantages they have. Based on the model and dimensions of the marketing strategy, the results of observational analysis and interviews with speakers conducted by researchers argue that the marketing development strategy of MSMEs in Medan City is included in the progressive strategy model. That is the strategy that is carried out by surviving with the marketing aspect.
Improving Marketing Performance through Green Innovation Value Creation as a Pathway to Sustainability for Small and Medium Enterprises in the Modern Era Fikri, Muhammad Hilman; Mulyono, Hardi; Hutasuhut, Julianto; Indrawan, Muhammad Gita; Nainggolan, Solawati
Business Management Analysis Journal (BMAJ) Vol 8, No 1 (2025): Business Managament Analysis Journal (BMAJ)
Publisher : Universitas Muria Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24176/bmaj.v8i1.14885

Abstract

Environmental challenges are increasingly pressing, prompting Small and Medium Enterprises (SMEs) to adopt sustainable practices. According to the Indonesian Central Statistics Agency, SMEs contribute 97% of the workforce, yet only a small fraction implement environmentally friendly practices. This research investigates how SMEs can leverage green innovation to enhance marketing performance and promote sustainability. It employs a quantitative approach to assess the relationship between green innovation, green marketing, and marketing performance among SMEs in Medan City. The findings reveal that green innovation and value creation significantly influence green competitive advantage, with an R² value of 0.807. While green marketing does not directly relate to marketing performance, green innovation substantially affects it. Additionally, green competitive advantage is a partial mediating variable, indicating SMEs' potential to develop innovative sustainable marketing strategies that create competitive value and encourage environmental responsibility. The study underscores the critical role of green innovation in transforming SME marketing approaches, positioning sustainable practices as key differentiators in competitive markets.
Co-Authors Abd. Rasyid Syamsuri Indrawan, Muhammad Gita Julianto Hutasuhut Muhammad Hilman Fikri Mulyono, Hardi