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Wahyuni, Asri Nur
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Implementation of Green Marketing Mix on Purchasing Decisions of MSME Products in Semarang City A. Aini Yakiyatur R; Nur Wahyuni, Asri
Jurnal Manajemen Indonesia Vol. 25 No. 2 (2025): Jurnal Manajemen Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jmi.v25i2.9096

Abstract

This study aims to analyze the effect of Green Marketing Mix (Green Product, Green Price, Green Place, Green Promotion, Green People, Green Process, and Green Physical Evidence) on purchasing decisions for MSME products in Semarang City. The research method used is quantitative with purposive sampling and snowball sampling techniques, involving 100 respondents. The results showed that all elements of the green marketing mix have a positive and significant influence on purchasing decisions with green price, green promotion, and green physical evidence as the dominant factors. The originality of this research lies in the comprehensive analysis of the application of green marketing mix in the context of MSMEs in Semarang City, enriching insights into consumer behavior towards environmentally friendly products. The implications of this study encourage MSMEs to set competitive pricing strategies, increase green promotions through various media, and pay attention to aspects of physical evidence such as the use of recycled packaging and product appearance to attract consumers. Further research can be conducted by expanding the respondent segment or applying longitudinal methods to see changes in consumer preferences for green products over time.
PELATIHAN MANAJEMEN USAHA ANGKRINGAN GANG ZEPI DI KAMPUNG ECO GREEN PURWOSARI PERBALAN, SEMARANG Kusumastuti, Aprillia Elly; Yuliana, Rahmi; Wahyuni, Asri Nur; Mursid, Ali; Hidayat, Dwi Suryanto
Fokus ABDIMAS Vol 4, No 2: Oktober 2025
Publisher : STIE Pelita Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34152/abdimas.v4i2.1583

Abstract

Eco Green Village, which promotes an environmentally friendly concept, is being developed within the creative economy and eco-based tourism sectors. The community in this area has the potential for micro-enterprises, including the angkringan (traditional food stall) business, a key component of Indonesian culinary culture. However, the challenges of changing consumer trends require businesses to adapt to the demands of cleanliness, comfort, and environmentally friendly concepts. Professional management training is a solution to improve business actors' skills in business planning, finance, marketing, and environmentally friendly practices. The goal is for angkringan businesses to become more than just a means of livelihood but also contribute to sustainable economic and environmental development. The training is expected to encourage orderly financial management, broader marketing through digital marketing, innovative product and service development, and a strong entrepreneurial mindset to increase the income and well-being of the surrounding community.Keywords: Eco green, angkringan business, digital marketing
Co-Authors A. Aini Yakiyatur R Ali Mursid Aprillia Elly Kusumastuti Dwi Suryanto Hidayat Fitri Lukiastuti Izzaty, Khairina Nur K.H., Suryakusuma Lathifatunnisa Nugraha, Muhammad Ardian Satya Nugroho Heri Pramono Nurwahyuni, Atik Pujiastuti, Yanti Purwoko, Agus Rahmi Yuliana Rinwantin, Rinwantin Rudi Suryo Kristanto Rudi Suryo Kristanto Salsabila, Riam Amalia Suci Atiningsih Suci Atiningsih, Suci Suryakusuma Kholid Hidayatullah Syahrani, Alfi Yohana Kus Suparwati