Pengaruh Green Marketing Orientation dan Digital Transformation terhadap Peningkatan Kinerja Green UMK dengan Green Innovation sebagai Variabel Mediasi

Qisha Qisha (Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi)
Tona Aurora Lubis (Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi)
Fitriaty Fitriaty (Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi)

EKONOMIS : Journal of Economics and Business
Vol 10, No 2 (2026): September

This study aims to analyze the influence of green market orientation and digital transformation on the green performance of MSEs with green innovation as a mediating variable. This study uses a quantitative approach with a survey method. Data were collected through questionnaires from MSEs in Jambi Province and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results show that green market orientation has a positive and significant effect on MSEs' green performance, both directly and through green innovation. Meanwhile, digital transformation has a negative effect on MSEs' green performance, but contributes positively to green innovation. Green innovation is proven to be a significant mediating variable in the relationship between green market orientation and MSEs' green performance, as well as digital transformation and MSEs' green performance. These results demonstrate the importance of improving green market orientation through sustainable business practices and optimizing digital transformation with environmentally friendly technologies. Digital literacy and green innovation training are needed for MSEs to be more competitive in an increasingly sustainability-oriented market.