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All Journal East Asian Journal of Multidisciplinary Research (EAJMR) Proceeding Of International Conference On Education, Society And Humanity
Putri, Indry Febrianti
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

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Increasing MSME Competitiveness through Green Marketing Implementation: The Case of Pematang Serai Village, Langkat Sanny, Annisa; Daulay, Muhamad Toyib; Ritonga, Husni Muharram; Putri, Indry Febrianti
East Asian Journal of Multidisciplinary Research Vol. 3 No. 4 (2024): April 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i4.9024

Abstract

This study aims to analyze the role of Green Marketing implementation in increasing the competitiveness of Micro, Small and Medium Enterprises (MSMEs) in Pematang Serai Village, Langkat. Case studies are conducted using a quantitative approach, data type. What is used in this study is primary data taken through direct research, also with secondary data as support. The results showed that the implementation of Green Marketing significantly contributed to increasing the competitiveness of MSMEs in Pematang Serai Village. Through environmentally friendly and sustainable marketing practices, MSMEs are able to create competitive advantages, improve brand image, and attract the attention of consumers who care about the environment. The implications of this research provide guidance for stakeholders to strengthen Green Marketing strategies in supporting the growth and sustainability of MSMEs at the village level.
GREEN MARKETING INNOVATION AS MSME's COMPETITIVE ENHANCEMENT STRATEGY IN PEMATANG SERAI VILLAGE Sanny, Annisa; Daulay, Muhammad Toyib; Ritonga, Husni Muharam; Putri, Indry Febrianti
PROCEEDING OF INTERNATIONAL CONFERENCE ON EDUCATION, SOCIETY AND HUMANITY Vol 2, No 1 (2024): Second International Conference on Education, Society and Humanity
Publisher : PROCEEDING OF INTERNATIONAL CONFERENCE ON EDUCATION, SOCIETY AND HUMANITY

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

Abstract

Green Marketing is defined as a marketing strategy that emphasizes environmental and sustainability aspects in products, promotions, and business practices. Pematang Serai Village was chosen as the research location because it is an area with MSME potential involving the local economic sector and the natural environment. Through a field researsch approach involving 50 MSME business with various types of businesses in Pematang Serai Village. The results showed that the implementation of Green Marketing had a positive impact on the competitiveness of MSMEs in Pematang Serai Village. MSMEs that implement sustainable marketing practices can differentiate themselves, attract environmentally conscious consumers, and gain a competitive advantage. Supporting factors include awareness of MSME owners about sustainable practices, government support, and access to resources and information that support Green Marketing. Barriers include limited resources, limited understanding of Green Marketing, and challenges in changing consumer behavior. This research is important to expand the understanding of the implementation of Green Marketing in MSMEs in rural areas. The implication is the importance of government and stakeholder support in facilitating sustainable MSME development and encouraging the adoption of environmentally friendly marketing practices
Co-Authors Daulay, Muhamad Toyib Daulay, Muhammad Toyib Ritonga, Husni Muharam RITONGA, HUSNI MUHARRAM Sanny, Annisa