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All Journal Jurnal Ilmiah Kesatuan (JIK) Daya Saing : Jurnal Ilmu Manajemen Jurnal EMT KITA Journal of Economic, Bussines and Accounting (COSTING) Owner : Riset dan Jurnal Akuntansi IKRA-ITH EKONOMIKA JOURNAL OF SCIENCE AND SOCIAL RESEARCH Ensiklopedia of Journal Al-Kuttab : Jurnal Kajian Perpustakaan, informasi dan kearsipan Dinasti International Journal of Education Management and Social Science Jurnal Informasi dan Teknologi Jurnal Imam Bonjol : Kajian Ilmu Informasi dan Perpustakaan International Journal of Economics Development Research (IJEDR) Jurnal Scientia Aliansi : Jurnal Manajemen dan Bisnis INVEST : Jurnal Inovasi Bisnis dan Akuntansi Inspirasi Ekonomi : Jurnal Ekonomi Manajemen International Journal of Economics, Management, Business, and Social Science Jurnal Pengabdian kepada Masyarakat Kontigensi: Jurnal Ilmiah Manajemen JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Indonesian Journal of Business Analytics (IJBA) Jurnal Penyuuhan dan Pemberdayaan Masyarakat (JPPM) Annals of Human Resource Management Research Jurnal Sistim Informasi dan Teknologi Jurnal Bisnis Kompetitif Journal of Social Commerce Indonesian Journal Economic Review (IJER) West Science Journal Economic and Entrepreneurship Score: Jurnal Lentera Manajemen Pemasaran Equilibrium Point : Jurnal Manajemen Bisnis JIPITI: Jurnal Pengabdian kepada Masyarakat Mandalika Journal of Community Services Jurnal Pengabdian dan Inovasi Masyarakat Seminar Nasional Pariwisata dan Kewirausahaan (SNPK)
Ratnawita
Universitas Mitra Bangsa
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Employee Performance Determinants: The Roles of Transformational Leadership, Organizational Commitment, and Loyalty Ratnawita Ratnawita; Widya Nengsih; Prihatina Jati; Dewi Listiorini; Indri Astuti
INVEST : Jurnal Inovasi Bisnis dan Akuntansi Vol. 7 No. 1 (2026): INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/invest.v7i1.2127

Abstract

Employee performance is a crucial determinant of organizational competitiveness, particularly in the financial services industry. Although previous studies have established that transformational leadership, organizational commitment, and employee loyalty contribute to enhanced employee performance, empirical evidence within the Indonesian financing sector remains limited. This study aims to examine the influence of transformational leadership, organizational commitment, and employee loyalty on employee performance at PT. FIF Group, Tlogosari Branch, Semarang. A quantitative explanatory research design was employed using a census sampling technique involving all employees of the organization. Data were collected through a structured questionnaire and analyzed using multiple linear regression. The findings reveal that transformational leadership, organizational commitment, and employee loyalty each have a positive and significant influence on employee performance. Furthermore, these variables collectively provide substantial explanatory power in predicting employee performance. This study contributes to the human resource management literature by extending empirical evidence from the Indonesian financing industry and underscores the importance of strengthening transformational leadership practices, fostering organizational commitment, and enhancing employee loyalty to achieve sustainable organizational performance.
Gen Z Human Resources Analysis in Innovation Management Drivers Miranti Pradipta Utami; Sugeng Karyadi; Ratnawita; Dharnita Chandra; Lasrida Sigalingging
Indonesian Journal Economic Review (IJER) Vol. 6 No. 2 (2026): June
Publisher : Divisi Riset, Lembaga Mitra Solusi Teknologi Informasi (L-MSTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59431/ijer.v6i2.843

Abstract

Generation (Gen) Z is emerging as a transformative force redefining the innovation management landscape through their unique characteristics, born and raised amidst the digital technology boom. As digital natives, they don't simply use technology but internalize it as an extension of their way of thinking, enabling a more agile and adaptive innovation process. The purpose of this study is to analyze Gen Z human resources analysis in innovation management drivers. The research method used in this study is qualitative research. The data used in the study are secondary data from copies of books and journals. The research results show that Gen Z is bringing a significant paradigm shift in innovation management. They are not merely technology users, but rather act as catalysts, transforming how organizations create, adopt, and disseminate new ideas. This paradigm shift in innovation management is toward values-based innovation, the democratization of ideas, and digital fluency.
Inovasi Digital Berbasis Green Economy sebagai Strategi UMKM Menghadapi Volatilitas Pasar Ratnawita Ratnawita; Widya Nengsih; Akka Latifah Jusdienar
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37817/ikraith-ekonomika.v8i3.5436

Abstract

ABSTRAKEra volatilitas pasar yang ditandai oleh perubahan cepat, ketidakpastian, kompleksitas, serta disrupsi teknologi menuntut Usaha Mikro, Kecil, dan Menengah (UMKM) untuk lebih adaptif dalam menyusun strategi bisnis. Kondisi ini semakin menekan UMKM yang selama ini menjadi tulang punggung perekonomian Indonesia dengan kontribusi ±61% terhadap PDB nasional (Kemenkop UKM, 2023). Salah satu pendekatan strategis yang relevan adalah penerapan inovasi digital berbasis green economy yang tidak hanya meningkatkan daya saing, tetapi juga mendukung agenda pembangunan berkelanjutan. Penelitian ini bertujuan untuk menganalisis peran inovasi digital ramah lingkungan dalam memperkuat strategi UMKM menghadapi dinamika pasar yang semakin tidak pasti. Metode penelitian yang digunakan adalah studi literatur dengan mengkaji artikel jurnal nasional dan internasional, laporan pemerintah, serta publikasi lembaga riset terkemuka selama sepuluh tahun terakhir (2013–2023). Hasil kajian menunjukkan bahwa UMKM yang mengintegrasikan teknologi digital dengan prinsip ramah lingkungan mampu meningkatkan efisiensi operasional melalui digitalisasi proses bisnis, memperluas akses pasar melalui platform ecommerce, serta mengurangi dampak lingkungan melalui efisiensi energi dan penerapan green logistics. Selain itu, integrasi inovasi digital hijau terbukti memperkuat citra positif UMKM, meningkatkan kepercayaan konsumen, dan menarik segmen pasar baru yang semakin sadar lingkungan. Implikasi praktis penelitian ini menekankan pentingnya literasi digital dan kesadaran lingkungan dalam strategi UMKM, sedangkan implikasi akademisnya memperkaya literatur tentang manajemen UMKM, inovasi digital, green economy, dan adaptasi bisnis di era VUCA.ABSTRACTThe era of market volatility, characterized by rapid changes, uncertainty, and technological disruption, requires Micro, Small, and Medium Enterprises (MSMEs) to adopt adaptive strategies. One relevant approach is the implementation of digital innovations based on the green economy, which not only enhances competitiveness but also supports sustainable development. This study aims to analyze the role of environmentally friendly digital innovations in strengthening MSMEstrategies to face market dynamics. The research method used is a literature review by examining national and international journal articles, government reports, and research publications from the last ten years. The results indicate that MSMEs implementing digital technologies aligned with green principles can improve operational efficiency, expand markets through digitalization, and reduce environmental impacts from business activities. Furthermore, such innovations strengthen MSMEs’ positive image and attract environmentally conscious consumers. The implications of this research are both practical, in terms of adaptation strategies for MSMEs, and academic, by contributing to the literature on MSME management, digital innovation, and green economy.
Implementasi UMKM Digital Terhadap Peningkatan Perekonomian Masyarakat Indonesia Akka Latifah Jusdienar; Widya Nengsih; Ratnawita Ratnawita
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37817/ikraith-ekonomika.v8i3.5437

Abstract

ABSTRAKUsaha Mikro, Kecil, dan Menengah (UMKM) merupakan tulang punggung perekonomian Indonesia yang berperan krusial dalam menciptakan lapangan kerja, meningkatkan pendapatan masyarakat, dan berkontribusi signifikan terhadap produk domestik bruto (PDB). Keberadaan UMKM juga membantu menekan angka pengangguran dan kemiskinan karena mampu menyerap tenaga kerja dalam jumlah besar. Selain itu, UMKM terbukti memiliki daya tahan yang tinggi dalam menghadapi krisis ekonomi, terutama karena sifat usahanya yang tidak terlalu bergantung pada modal besar maupun pendanaan asing. Namun, seiring dengan berkembangnya era digital, UMKM dituntut untuk beradaptasi dengan teknologi agar dapat memperluas jangkauan pemasaran, meningkatkan efisiensi waktu dan tenaga, mempercepat akses informasi, serta memperkuat daya saing. Penelitian ini bertujuan untuk menganalisis pengaruh implementasi UMKM digital terhadap peningkatan perekonomian masyarakat Indonesia. Metode penelitian menggunakan pendekatan kuantitatif dengan analisis data melalui Smart PLS versi 4. Hasil pengolahan data menunjukkan bahwa nilai outer loading lebih besar dari 0,70, yang berarti indikator yang digunakan valid. Hasil path coefficientmenunjukkan adanya pengaruh langsung dengan nilai t-statistic lebih besar dari 1,96, yang mengindikasikan hubungan signifikan. Selain itu, nilai R-Square dan F-Square juga positif, memperkuat bahwa variabel independen (implementasi UMKM digital) berpengaruh terhadap variabel dependen (peningkatan perekonomian masyarakat Indonesia). Implikasi penelitian ini menegaskan bahwa digitalisasi UMKM merupakan strategi penting dalam memperkuat daya saing nasional sekaligus mendukung pembangunan ekonomi berkelanjutan di Indonesia.ABSTRACTMicro, Small, and Medium Enterprises (MSMEs) are the backbone of the Indonesian economy, playing a crucial role in job creation, increasing community income, and contributing significantly to the country’s gross domestic product (GDP). MSMEs also help reduce unemployment and poverty levels as they are able to absorb a large workforce. In addition, MSMEs have proven to be more resilient during economic crises because their operations are not heavily dependent on large amounts of capital or foreign investment. However, with the rapid development of digital technology, MSMEs must adapt by embracing digital transformation to expand their market reach, improve time and energy efficiency, accelerate access to information, and enhance competitiveness in an increasingly dynamic business environment. This study aims to analyze the impact of digital MSME implementation on improving the Indonesian community’s economy. The research employed a quantitative approach using Smart PLS version 4 for data analysis. The results indicate that the outer loading values were greater than 0.70, confirming that the indicators used were valid. The path coefficient analysis demonstrated a direct effect, with the t-statistic values exceeding 1.96, which indicates significant relationships. Furthermore, the R-Square and FSquare values were positive, strengthening the evidence that the independent variable (digital MSME implementation) significantly influences the dependent variable (improvement of Indonesia’s community economy). The findings highlight the importance of digital transformation as a strategic tool for MSMEs to strengthen competitiveness while simultaneously contributing to sustainable economic development in Indonesia..
Peran Data-Driven Strategy dalam Memperkuat Daya Saing UMKM di Era VUCA Widya Nengsih; Ratnawita Ratnawita; Akka Latifah Jusdienar
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37817/ikraith-ekonomika.v8i3.5479

Abstract

ABSTRAKEra VUCA (Volatility, Uncertainty, Complexity, Ambiguity) menuntut Usaha Mikro, Kecil, dan Menengah (UMKM) untuk mampu beradaptasi dengan cepat dan tetap inovatif dalam menghadapi dinamika bisnis global. Ketidakpastian pasar, perubahan perilaku konsumen, kompleksitas rantai pasok, serta ambiguitas regulasi menempatkan UMKM pada posisi yang rentan jika tidak memiliki strategi berbasis data. Data-driven strategy hadir sebagai solusi penting untuk mendukung pengambilan keputusan yang lebih cepat, akurat, dan berbasis fakta. Melalui pemanfaatan data penjualan, perilaku konsumen, tren digital, dan informasi pasar, UMKM dapat meningkatkan efisiensi operasional, mengurangi risiko, serta menemukan peluang baru untuk berinovasi. Kajian literatur menunjukkan bahwa penerapan data-driven strategy tidak hanya membantu dalam perencanaan pemasaran dan manajemen operasional, tetapi juga memperkuat daya saing melalui diferensiasi produk, optimalisasi harga, dan peningkatan kualitas layanan. Selain itu, literasi data dan transformasi digital menjadi kunci utama dalam membangun ketahanan UMKM agar tetap relevan di tengah ketidakpastian lingkungan bisnis. Dengan demikian, strategi berbasis data mampu mengubah cara UMKM beroperasi, dari sekadar reaktif terhadap perubahan menjadi proaktif dalam merespons tantangan dan peluang di era VUCA.ABSTRACTThe VUCA era (Volatility, Uncertainty, Complexity, Ambiguity) requires Micro, Small, and Medium Enterprises (MSMEs) to be highly adaptive and innovative in responding to global business dynamics. Market uncertainty, shifting consumer behavior, complex supply chains, and ambiguous regulations place MSMEs in a vulnerable position if they lack data-driven strategies. A data-driven strategy provides an essential approach to support faster, more accurate, and evidence-based decision-making. By utilizing sales data, consumer behavior insights, digital trends, and market information, MSMEs can enhance operational efficiency, reduce risks, and identify new opportunities for innovation. Literature review findings reveal that data-driven strategies contribute not only to marketing planning and operational management but also to strengthening competitiveness through product differentiation, price optimization, and service quality improvement. Furthermore, data literacy and digital transformation are identified as critical enablers for MSMEs to build resilience and remain relevant amid uncertainty in the business environment. In this regard, a data-driven approach enables MSMEs to shift from being reactive to proactive in facing challenges and seizing opportunities in the VUCA era. Ultimately, the integration of data into strategic decision-making processes empowers MSMEs to sustain growth and competitiveness in an increasingly volatile and ambiguous marketplace.
Implementasi Digital Marketing dalam Meningkatkan Brand Awareness UMKM Dodol Strawberry Desa Patengan Kecamatan Rancabali Kabupaten Bandung Widya Nengsih; Akka Latifah Jusdienar; Ratnawita Ratnawita; Husnul Khatimah; Ady Purwoto; luthpiyah Juliandara; Tuti Sulastri
IKRAITH-EKONOMIKA Vol. 9 No. 1 (2026): IKRAITH-EKONOMIKA Vol 9 No 1 Maret 2026
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37817/ikraith-ekonomika.v9i1.5691

Abstract

Program Pengabdian kepada Masyarakat (PKM) ini dilaksanakan di Desa Patengan,Kecamatan Rancabali, Kabupaten Bandung, dengan tujuan meningkatkan pengetahuandan keterampilan pelaku UMKM dalam memanfaatkan digital marketing melalui kontenkreatif TikTok. Sebelumnya, UMKM Dodol Strawberry masih sangat bergantung padametode pemasaran konvensional dengan jangkauan yang terbatas. Program ini terdiri daritiga kegiatan utama: (1) sosialisasi mengenai pentingnya digital marketing, (2) pelatihanimplementasi akun bisnis TikTok sebagai sarana promosi, dan (3) pembuatan videopromosi kreatif menggunakan fitur video pendek TikTok. Pendekatan partisipatif yangdigunakan memadukan workshop, praktik langsung, dan pendampingan. Hasil kegiatanmenunjukkan adanya peningkatan signifikan terhadap pemahaman peserta mengenaidigital marketing (dari 46,7% menjadi 86,7%), keberhasilan dalam membuat akun bisnisTikTok, serta produksi video promosi yang berorientasi viral dan mampu menjangkauaudiens lebih luas dalam waktu singkat. Temuan ini menegaskan peran strategis TikTokdalam membangun brand awareness bagi UMKM lokal, khususnya di kawasan wisatapedesaan. Kolaborasi antara UMKM, akademisi, dan pemangku kepentingan lokalmenjadi kunci keberlanjutan program ini serta peningkatan daya saing produk di pasaryang lebih luas. This Community Service Program (PKM) was conducted in Patengan Village, Rancabali District,Bandung Regency, to enhance SMEs’ knowledge and skills in using digital marketing through TikTok creative content. The Dodol Strawberry SMEs previously relied heavily on conventionalmarketing methods with limited reach. The program consisted of three main activities: (1)socialization on the importance of digital marketing, (2) training in implementing TikTok businessaccounts as promotional tools, and (3) producing creative promotional videos using TikTok’sshort-form video features. The participatory approach combined workshops, direct practice, andmentoring. Results showed significant improvements in participants’ understanding of digitalmarketing (from 46.7% to 86.7%), successful creation of TikTok business accounts, andproduction of viral-oriented promotional videos that reached wider audiences within a shortperiod. This highlights the strategic role of TikTok in building brand awareness for local SMEs,particularly in rural tourism areas. Collaboration between SMEs, academics, and localstakeholders is crucial to sustaining these efforts and enhancing product competitiveness inbroader markets.
Employee Performance Determinants: The Roles of Transformational Leadership, Organizational Commitment, and Loyalty Ratnawita Ratnawita; Widya Nengsih; Prihatina Jati; Dewi Listiorini; Indri Astuti
INVEST : Jurnal Inovasi Bisnis dan Akuntansi Vol. 7 No. 1 (2026): INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/invest.v7i1.2127

Abstract

Employee performance is a crucial determinant of organizational competitiveness, particularly in the financial services industry. Although previous studies have established that transformational leadership, organizational commitment, and employee loyalty contribute to enhanced employee performance, empirical evidence within the Indonesian financing sector remains limited. This study aims to examine the influence of transformational leadership, organizational commitment, and employee loyalty on employee performance at PT. FIF Group, Tlogosari Branch, Semarang. A quantitative explanatory research design was employed using a census sampling technique involving all employees of the organization. Data were collected through a structured questionnaire and analyzed using multiple linear regression. The findings reveal that transformational leadership, organizational commitment, and employee loyalty each have a positive and significant influence on employee performance. Furthermore, these variables collectively provide substantial explanatory power in predicting employee performance. This study contributes to the human resource management literature by extending empirical evidence from the Indonesian financing industry and underscores the importance of strengthening transformational leadership practices, fostering organizational commitment, and enhancing employee loyalty to achieve sustainable organizational performance.
Pelatihan Pemanfaatan Artificial Intelligence untuk Optimalisasi Pemasaran Produk UMKM pada Platform E-Commerce Ratnawita Ratnawita; Renita Selviana; Cut Susan Octiva; Handry Eldo; Dennis Lorens
JIPITI: Jurnal Pengabdian kepada Masyarakat Vol. 3 No. 2 (2026): Mei 2026 - JIPITI: Jurnal Pengabdian kepada Masyarakat
Publisher : PT. Technology Laboratories Indonesia (TechnoLabs)

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Perkembangan teknologi Artificial Intelligence (AI) telah memberikan peluang signifikan dalam meningkatkan efektivitas strategi pemasaran digital, khususnya bagi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) yang memanfaatkan platform e-commerce. Namun, rendahnya literasi digital dan keterbatasan pemahaman terkait pemanfaatan AI menjadi kendala utama dalam optimalisasi pemasaran berbasis teknologi. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kompetensi pelaku UMKM dalam mengimplementasikan teknologi AI guna mendukung strategi pemasaran produk secara lebih efektif dan adaptif. Metode pelaksanaan kegiatan dilakukan melalui beberapa tahapan, yaitu sosialisasi, pelatihan penggunaan tools AI (seperti pembuatan konten otomatis, analisis tren pasar, dan optimasi deskripsi produk), pendampingan praktik langsung pada platform e-commerce, serta evaluasi melalui pre-test dan post-test. Hasil kegiatan menunjukkan adanya peningkatan signifikan pada pemahaman dan keterampilan peserta, dengan rata-rata nilai post-test meningkat sebesar 32% dibandingkan pre-test. Selain itu, peserta mampu menghasilkan konten pemasaran yang lebih menarik, terstruktur, dan berbasis data, sehingga berpotensi meningkatkan visibilitas dan konversi penjualan produk. Dengan demikian, pemanfaatan AI dalam pemasaran e-commerce terbukti efektif dalam mendukung transformasi digital UMKM. Kegiatan ini diharapkan dapat memberikan kontribusi berkelanjutan dalam peningkatan daya saing UMKM di era ekonomi digital.
UMKM Kelurahan Cilodong-Depok Berperan Aktif Dalam Transformasi Masyarakat Menuju Kemandirian Yang Berkelanjutan Prihatina Jati; Ahmad Firdaus; Meirna Milisani; Ratnawita Ratnawita
Mandalika Journal of Community Services Vol. 2 No. 1 (2025): Mandalika Journal of Community Services
Publisher : Penerbit Mandalika Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjcs.v2i1.160

Abstract

Tujuan dari penyuluhan atau pembekalan strategi pemasaran UMKM (Usaha Mikro Kecil Menengah) di Kelurahan Cilodong Depok adalah untuk memberikan pemahaman tentang bagaimana pemasaran UMKM bisa menghasilkan hasil yang maksimal, sehingga dapat meningkatkan taraf kehidupan yang lebih baik lagi. Masyarakat sekitar diharapkan mengetahui bahwa Wirausaha adalah orang yang menjalankan usaha atau perusahaan dengan kemungkinan untung atau rugi. Oleh karena itu wirausaha perlu memiliki kesiapan mental, baik untuk menghadapi keadaan merugi maupun untung besar. Sehingga diharapkan dengan adanya tambahan penyuluhan ini masyarakat yang berwirusahan lebih percaya diri, mempunyai banyak minat, bisa bersepakat, mempunyai ambisi, berjiwa penjelajah, suka memcoba sesuatu, dll. Melalui Kolaborasi Mahasiswa dan Dosen Universitas Mitra Bangsa, penyuluhan kepada masyarakat di Kelurahan Cilodong kedepan mereka bisa menjadi UMKM yan berperan aktif dalam transformasi masyarakat menuju kemandirian yang berkelanjutan.
Green Product Marketing Strategy for Micro, Small, and Medium Enterprises in Digital-Based Markets Tengku Kespandiar; Elizabeth; Rino Istarno; Nurlina; Ratnawita
Indonesian Journal of Business Analytics Vol. 6 No. 2 (2026): April 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v6i2.16459

Abstract

The biggest challenge has now shifted from why we should do it to how we finance and accelerate the transition. The implementation of a green economy has evolved from a mere theoretical concept to a major agenda for global and national policy. Its development is driven by the urgency of the climate crisis and the realization that conventional, exploitative economic growth is no longer sustainable. Green product marketing has undergone a major transformation, especially entering 2026. The focus is no longer simply on eco-friendly labels, but has become a strategic necessity and a key pillar in global and local business operations. This study aims to describe green product marketing strategy for micro, small, and medium enterprises in digital-based markets. The approach chosen to explain this presentation uses a qualitative approach based on strategic analysis. The Research results show that green product marketing by micro, small, and medium enterprises in digital-based markets is not just a trend, but rather a strategic response to shifting consumer behavior, which is increasingly concerned with environmental issues. These strategic responses include value-based narratives, green branding optimization, utilization of social proof, packaging strategies, community-based audience targeting, and price transparency.
Co-Authors Ady Purwoto Aglis Andhita Hatmawan, Aglis Andhita Agus Gunawan Gunawan Ahmad Firdaus Ahmad Firdaus, Ahmad Aida, Aida Akka Latifah Jusdienar Akka Latifah Jusdienar Akka Latifah Jusdienar Alfiana Alfiana Ali Syah Putra Amhar, Amhar Anandari, Febrina Andy Sukrisno Anggita Permata Yakup Anggreni, Silvia Arafah, Zahid Nugrah Ardiyanto Maksimilianus Gai Arnold Sultantio Hutabarat Atmojo, Kunto Bachtiar, Irmah Halimah Brachma, Wahyu Cakranegara, Pandu Adi Chaidir Achmad Chandra, Dharnita Cut Susan Octiva Dadang Suhardi Dadang Suhardi Dede Rustaman Dennis Lorens Devi, Nurwulan Kusuma Dewi Listiorini Dharnita Chandra Dheri Febiyani Lestari Dian Ariani Dian Ariani Diawati, Prety Donny Dharmawan Durya, Ngurah Pandji Mertua Agung Edison Sagala Edward, Yusuf Ronny Ekasari, Silvia Elizabeth Elizabeth Yohanes Emma Budi Sulistiarini Eviendrita, Eviendrita Fachry Abda El Rahman Fajri, Muhammad Iqbal Fali, Ibrahim Mallam Fariz, Luthfi Ahmad Fathir, Iqbal Ferdy Leuhery Feriandy Firdaus Yuni Dharta Fitriansyah Fitriansyah Frans Sudirjo Frans Sudirjo Gusmawita, Dona Handry Eldo Harfan, Syakhroni Harries Madiistriyatno Haspul Naser Hermin Nainggolan Hermiyetti Hermiyetti Hermiyetti Husnul Khatimah Ida Harahap Indra Ismayudi Tanjung INDRI ASTUTI Indri Astuti Ita Nurcholifah Jati, prihatina Jayanti, Ansri Judijanto, Loso Juliandara, Luthpiyah Jusdienar, Akka Latifah Kespandiar, Tengku Khamaludin, Khamaludin Kunto Atmojo Kunto Atmojo Kunto Atmojo LASRIDA SIGALINGGING Luh Komang Candra Dewi Luthpiyah Juliandara Mainita Mainita Marbelia, Agustine Diana Putri Meirna Milisani Miranti Pradipta Utami Mohammad Rofik Mokhamad Arwani Muhamad Risal Tawil Muhammad Hery Santoso Muhammad Hery Santoso Muhammad Irsyad Elfin Mujtaba Musran Munizu Mutiara Shifa Nafisah Yuliani Nana Trisnawati Nandan Sandaya Nazara, Desman Serius Nengsih, Widya Ngurah Pandji Mertha Agung Durya Nur Idaman Nurdiani, Tanti Widia Nurlina Nurul Wahdini Prasetyaningsih, Nila Pratikno, Yuni Putra, Halim Dwi Rasyid, Rulyenzi Renita Selviana Rianti Setyawasih Rifqah Harahap Rina Apriliani Rinda Siaga Pangestuti Rino Istarno Rosalia Irawaty Rosita Rosita Rulyenzi Rasyid Rulyenzi Rasyid Sandy Kurniawan Santy Nururly Selfiana Selfiana Selfiana Selfiana SETIAWAN JODI, I WAYAN GEDE ANTOK Shaumiwaty, Shaumiwaty Sherry Adelia SILVIA EKASARI Siti Aisah Stellamaris Metekohy Sugeng Karyadi Susilo Utomo Sutiyem, Sutiyem Sutrisna Stiawan Syafwandi Syahribulan Teguh Prakoso Tri Hartati Sukartini Hulu Tuti Sulastri Veri, Jhon Widya Nengsih Wina Aset Witya Shalini Yolanda Sari Yoyon Supriadi Yudiandri, Tri Eko yulina eliza Yuniarti Utami, Eva Zulkifli Rangkuti