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All Journal EDUTECH: Jurnal Ilmu Pendidikan dan Ilmu Sosial JURNAL SIMBOLIKA: Research and Learning in Communication Study Jurnal Ilmiah Universitas Batanghari Jambi Jurnal SOLMA JURNAL PENELITIAN PENDIDIKAN SOSIAL HUMANIORA JURNAL PENDIDIKAN TAMBUSAI AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT Business Management Analysis Journal (BMAJ) International Journal for Educational and Vocational Studies JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi JURNAL MUTIARA MANAJEMEN Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Abdihaz: Jurnal Ilmiah Pengabdian pada Masyarakat Best Journal (Biology Education, Sains and Technology) JURNAL PENELITIAN PENDIDIKAN SOSIAL HUMANIORA Jurnal Wahana Pendidikan Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal Of Science, Technology & Management (IJSTM) Journal Economic and Strategy (JES) International Journal of Business, Technology, and Organizational Behavior (IJBTOB) Bisnis Net : Jurnal Ekonomi dan Bisnis International Journal of Health, Economics, and Social Sciences (IJHESS) Jurnal Pengabdian kepada Masyarakat JURNAL MANAJEMEN AKUNTANSI (JUMSI) International Journal of Community Service Jurnal Abdimas Bina Bangsa Jurnal Ekonomi Jurnal Bisnis Mahasiswa Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Jurnal Minfo Polgan (JMP) Aptekmas : Jurnal Pengabdian Kepada Masyarakat Jurnal Riset Manajemen dan Akuntansi (JURIMA) Manajemen : Jurnal Ekonomi International Journal of Economics (IJEC) Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA) All Fields of Science Journal Liaison Academia and Sosiety PKM Maju UDA Jurnal Ilmu Manajemen Dan Kewirausahaan (JIMK) Jurnal Akuntansi Audit dan Perpajakan Indonesia (JAAPI) Journal of Sustainable Economics PEDAMAS (Pengabdian Kepada Masyarakat) Jurnal Pengabdian Masyarakat dan Riset Pendidikan Manajemen : Jurnal Ekonomi J-CEKI CITAKARYA Jurnal Pengabdian Masyarakat Harmony Management: International Journal of Management Science and Business Jurnal Ilmiah Manajemen Dan Kewirausahaan
Julianto Hutasuhut
Universitas Muslim Nusantara Al-Washliyah
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Journal : Business Management Analysis Journal (BMAJ)

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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 A Halim Abd Rasyid Syamsuri Abd. Halim Abd. Rasyid Syamsuri Abd. Rasyid Syamsuri Abd.Rasyid Syamsuri Adinda, Uci Adrial Falahi Ahmad Dairobi Ahmad Tarmizi Aldianto, Koko Alkausar Saragih Alya Azizah Ananda, Putri Andre Beno Syahputra Saragih Andriyani Wirananda, Henny Anggia Sari Lubis, Anggia Sari Anjani, Putri Dwi Anwar Efendi Harahap Aprilliana, Rany Ardhansyah Putra Ardhansyah Putra Hrp Ardhansyah Putra Hrp Armayana, Risdah Astuti ButarButar, Burhanuddin Dalimunthe, Ritha F. Danil, Frian Daulay, Amelia Mufti Dwi Indah Lestari Dwi Nur Akbar Dwi Saraswati Dwi Saraswati Ega Siddik Emelia Rahmadany Putri Gami Emelia Rahmadany Putri Gami Fathin Abdullah Feni Damayanti Gami, Emelia Rahmadany Putri Ginting, Ayu Taniya Gita Wardani Hadian, Arief Harahap, Nurain Harahap, Nur’ain Hasibuan, Hadi Saifullah Hasibuan, Melisa Zuriani Heni Pujiastuti Henny Henny Hidayat, Toni Husaini, Marisa Hutasuhut, Khairul Ali Iga Wahyuni Indra Muda, Indra Indrawan, Muhammad Gita Intan Ramadhani Irma Raudhatul Jannah Pasaribu Irmayanti Irmayanti Lasma Melinda Siahaan Lestari, Ainun Lismai Saroh Lubis, Ilham Lubis, Tukimin Lukman Nasution M.Dhani Habra Maulia Sri Dewi Maya Nur Aini Maysarah, Jihan Mega Faradilla Mega Faradilla Monica Dwi Suci Muhammad Dimas Alfahri Muhammad Gilang Anugrah Muhammad Hilman Fikri Muhammad Rahmat Muharis Muharis Mukti, Ridho Mulyono, Hardi Mutawaqil Bilah Tumanggor Mutholib, Mutholib Nainggolan, Solawati Nana Hadisti Nirmala, Ananda Nurain Harahap Nurain Harahap Nurhasanah, Shafrina Nur’ain Harahap Ova Novi Irama Pitria Nurul Saputri Rahmat, Muhammad Rasyid Syamsuri, Abd. Riana, Wanda Riyani Zannatul Fitri Daulay Rizka Nadia Rambe Rizki, Vitri Dea Safina, Wan Dian SAFITRI, SEKAR GITA Saragih, Al Kausar Sembiring, Zamalludin Sembiring, Zamaluddin Shita Tiara Siambaton, Rida Safira Sihite, Frans Antoni Siregar, Baginda Sorik Siti Lam'ah Nasution Siti Nurhaliza Solawati Nainggolan Solawati Nainggolan Sonia Mayuni Ritonga Sri Dewi, Maulia Surya Wardani Toni Hidayat Tukimin Tukimin Vina Septiani, Vina Wahyuningsih, Dini Dwi Wan Dian Safina WARUWU, KHAMO Yayuk Yuliana Yudha Afridiansyah Yuni Shara Yunita Putri Irwan Somba