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All Journal Media Bina Ilmiah Proceeding National Conference Business, Management, and Accounting (NCBMA)
Maria Dini Gilang Prathivi
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Humanities Economics, Econometrics & Finance Social Sciences Other

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THE INFLUENCE OF GREEN FINANCE AND GREEN MARKETING ON SME PERFORMANCE: THE MODERATING ROLE OF INNOVATION CAPABILITY Maria Dini Gilang Prathivi; Sihombing, Ririsma; Antonius Juniarto
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

The increasing global awareness of environmental sustainability has prompted businesses, including small and medium enterprises (SMEs), to adopt green finance and green marketing practices. However, the extent to which these strategies impact SME performance remains an important research area. This study aims to examine the influence of green finance and green marketing on SME performance, while also investigating the moderating role of innovation capability. A quantitative research approach is employed, using Structural Equation Modeling (SEM) to analyze data collected from SMEs that have implemented green finance and green marketing strategies. The results are expected to provide insights into how SMEs can leverage green financial resources and sustainable marketing approaches to enhance their performance, with innovation capability acting as a key enabler. The findings will contribute to both academic literature and practical applications, offering recommendations for SMEs to optimize their sustainability-driven strategies for competitive.
SOCIAL MEDIA FEAR OF MISSING OUT (FOMO) TO GEN Z: THE ROLE OF GREEN MARKETING COMMUNICATION AND SOCIAL INFLUENCE TO PURCHASE INTENTION Stella Laurenc Widjaya; Maria Dini Gilang Prathivi; Antonius Juniarto
Media Bina Ilmiah Vol. 18 No. 11: Juni 2024
Publisher : LPSDI Bina Patria

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33758/mbi.v18i11.829

Abstract

This research was conducted to determine whether social media marketing and social influence influence the purchase intention of Fore Coffee products in West Jakarta with FOMO (Fear of Missing Out) mediation. This research addressed all Fore Coffee consumers at Jakarta’s outlets as many as 305 Gen Z respondents. The research method carried out in this study is the quantitative method. Data collection through online surveys through Google Forms. Sampling is carried out by non-probability sampling using the accidental sampling method and using SmartPLS (Partial Least Square) software. The results of this study found that social media marketing and social influence influence the buying interest of Fore Coffee products mediated by FOMO
Co-Authors Juniarto, Antonius Sihombing, Ririsma Stella Laurenc Widjaya