Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal JURNAL ILMIAH MANAJEMEN & BISNIS
Nopi Yana
Institut Teknologi dan Bisnis Diniyyah Lampung
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Bagaimana Meningkatkan Kinerja Pemasaran Melalui Model Entrepreneurial Marketing Pada Ecopreneurship? Nanda Andreas Octavini; Ayudia Dwi Puspitasari; Nopi Yana
JURNAL ILMIAH MANAJEMEN & BISNIS Vol 24, No 2 (2023): OKTOBER 2023 - MARET 2024
Publisher : UNIVERSITAS MUHAMMADIYAH SUMATERA UTARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/jimb.v24i2.16448

Abstract

Purpose – The purpose of this study was to find out the role of womenpreneurship and the influence of ecopreneurship on the marketing performance of MSMEs through implementing the Entrepreneurial Marketing model.Methodology – The population are women who have eco-friendly SMEs in Sumatra. The sample was 50 womenpreneurs who own SMEs, which was obtained by purposive sampling. The criteria set by the researchers are: 1) women entrepreneurs who own MSMEs; 2) SMEs are eco-friendly. The data analysis is used SEM PLS.Findings – This study shows that ecopreneurship managed by women affects marketing performance only through Market Orientation and innovation. Entrepreneurial Orientation and value creation do not affect marketing performance.Originality/Novelty – Providing a new and valuable contribution to the understanding of how to improve marketing performance in Ecopreneurship using the Entrepreneurial Marketing Model, whose focus is different from conventional marketing and highlights sustainability as an essential element in marketing strategy.Implications – This study indicates that women-ecopreneurship must apply the suitable Entrepreneurial Marketing model to improve marketing performance.
Co-Authors Ayudia Dwi Puspitasari Nanda Andreas Octavini