ANALISIS PENGARUH GREEN MARKETING TERHADAP PERILAKU UMKM DI KOTA KENDARI

Authors

  • Nisrina Hamid Uinversitas Muhammadiyah Kendari
  • Muhammad Sofian Maksar UM Kendari
  • Yuan Swastika UM Kendari

DOI:

https://doi.org/10.24127/jm.v17i2.1763

Abstract

Usaha Mikro Kecil dan Menengah (UMKM) harus berperan dalam pembangunan ekonomi berkelanjutan dan memiliki tanggung jawab sosial dalam melakukan kegiatan produksi yang berorientasi pada konsep green marketing (pemasaran hijau) agar menghasilkan produk ramah lingkungan sehingga perlu ada perubahan perilaku UMKM untuk beradaptasi konsep pemasaran hijau dalam kegiatan produksinya demi keberlanjutan usahanya dalam jangka panjang. Terkait dengan hal tersebut maka penelitian ini menganalisis pengaruh green marketing terhadap perilaku UMKM di Kota Kendari. Untuk melihat pengaruh green marketing terhadap pelaku UMKM di Kota Kendari maka dilakukan pendekatan analisis data menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa green product, green price, dan green place tidak berpengaruh positif dan signifikan terhadap perilaku UMKM sedangkan green promotion berpengaruh poositif dan signifikan terhadap perilaku UMKM. Dimensi Perilaku UMKM yang meliputi aspek kognitif, afektif dan konatif sangat berperan penting dalam mengimplentasikan green marketing, namun demikian untuk mencapai hal tersebut dibutuhkan peran pemerintah (Government Pressure), persaingan pasar (Competitive Pressure) dan Social Responsibility pelaku UMKM terhadap keberlanjutan lingkugan hidup.

Kata kunci: green product, green price, green place, green promotion, perilaku UMKM 

Downloads

Published

2023-12-08

Issue

Vol. 17 No. 2 (2023): November

Section

Articles

License

Licensing and Reuse Rights

All articles published in Derivatif: Jurnal Manajemen are licensed under the Creative Commons Attribution (CC BY) 4.0 International License.

This license permits unrestricted use, distribution, and reproduction in any medium, including commercial use, provided that the original author(s) and the source are properly credited.

Under the CC BY license, readers are allowed to:

  • Share — copy and redistribute the material in any medium or format

  • Adapt — remix, transform, and build upon the material for any purpose, including commercial purposes

No additional permission is required from the authors or the publisher, as long as proper attribution is given.

The full license text can be accessed at:
https://creativecommons.org/licenses/by/4.0/

 

Copyright and Author Rights Policy

Authors who publish in Derivatif: Jurnal Manajemen retain the copyright of their articles.

By submitting and publishing their manuscript, authors grant Derivatif: Jurnal Manajemen the right of first publication and the right to publish, reproduce, distribute, and archive the article in all forms and media.

All published articles are licensed under the Creative Commons Attribution (CC BY) 4.0 International License.

Under this license:

  • Authors retain full copyright ownership of their work.

  • The journal is granted the right to publish and disseminate the article as the original publisher.

  • Readers and third parties are permitted to read, download, copy, distribute, print, search, link to the full texts, and reuse the articles for any lawful purpose, including commercial use, provided that appropriate credit is given to the original author(s) and the journal.

No additional permission is required from the authors or the publisher for reuse that complies with the terms of the CC BY license.

The full license terms are available at:
https://creativecommons.org/licenses/by/4.0/