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All Journal Jurnal Ekonomi EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Ilmiah Manajemen dan Bisnis (JIMB) MIX : Jurnal Ilmiah Manajemen International Journal of Supply Chain Management EKUITAS (Jurnal Ekonomi dan Keuangan) Jurnal Manajemen Bisnis Jurnal Ilmiah Manajemen dan Bisnis Jurnal PkM (Pengabdian kepada Masyarakat) Jurnal Pengabdian Masyarakat Akademisi Journal of Finance and Business Digital (JFBD) Journal of Governance, Taxation, and Auditing Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan International Journal of Management and Digital Business SENEMA
Setini, Made
Universitas Warmadewa
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Transportation Other

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Journal : Jurnal Ilmiah Manajemen dan Bisnis

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CAN GREEN MARKETING BE ACHIEVED? DRIVEN BY SOCIAL CAPITAL TOWARDS PRODUCT INNOVATION AND CUSTOMER ORIENTATION Setini, Made
Jurnal Ilmiah Manajemen & Bisnis Vol 7 No 2 (2022)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/jimb.v7i2.3888

Abstract

Business development activities that care about the environment are certainly important for a business, and environmentally friendly activities have led to awareness of the practice green marketing. The application of green marketing is not only intended for a better environment but also as a competitive advantage towards better marketing performance. This study analyzes customer orientation, product innovation moderated by social capital on the implementation of green marketing for non-culinary SMEs. Data were collected from 100 SMEs from various sectors, and collected using a 5-point Likert scale questionnaire with Google for media, analyzed using SEM-PLS, SmartPLS as tools. The results show that social capital is a moderator in the relationship between customer orientation, product innovation and green marketing. The direct relationship between marketing orientation and innovation has a significant positive impact on Green Marketing. Social capital becomes a bridge for exchanging information between customers, the product to be purchased, and how the product will be marketed. The existence of information from one individual to an individual or group makes positive energy that is very important in growing concern for the environment.  
Co-Authors Agus Arijanto Asnawati Asnawati Darma, Dio Daru Asih Datrini, Luh Kade Denny Maulida Eko Tama Putra Saratian Evi Triandini GUNAWAN, I Putu Bayu Arya I Gusti Lanang Putu Tantra I Kadek Yoga Adi Antara I Made Sara I Made Suniastha Amerta I Nengah Dasi Astawa I Nengah Wirsa I Nyoman Rasmen Adi Ida Bagus Teddy Prianthara Ida Bagus Udayana Putra januarianta, I Kadek Ketut Darmayasa Luh Putu Virra Indah Perdanawati Made Mulyadi Maryam Nadi Mochamad Soelton Muhammad Sadiq Muhammed Hokroh Ni Luh Putu Indiani Ni Luh Wayan Sayang Telagawathi Ni Made Wahyuni Ni Nyoman Kerti Yasa Ni Putu Yuliana Ria Sawitri Pramana, Made Surya Puji Purwatiningsih, Aris Purwadi Purwadi Putra, I Gede Cahyadi Putra, Ida Bagus Udaya Putu Ayu Sita Laksmi Putu Ngurah Suyatna Yasa Rahmayanti, Putu Laksmita Dewi Retno Wulandari Sarmawa, Wayan Gede Sitiari, Ni Wayan Suardana, Gede Sudiyani, Ni Nyoman Surlimna, Ni Kadek Linda Wahyuni, Putu Ika Wirasmi Wardhani Wiratama, Nyoman Indra