DAMPAK GREEN MARKETING DALAM MENINGKATKAN DAYA SAING UMKM DI INDUSTRI PARIWISATA KOTA MEDAN DENGAN MEDIASI GREEN BRAND IMAGE

Firman Ario, Harianto Harianto, Bunga Rasmi Sipahutar

Abstract


Green Marketing merupakan konsep penting dalam membantu UMKM (Usaha Mikro, Kecil, dan Menengah). Konsep ini dikembangkan untuk mencapai keunggulan kompetitif dan kinerja bisnis yang berkelanjutan, dengan tujuan meningkatkan profitabilitas dan minat konsumen terhadap produk atau jasa yang ditawarkan. Selain itu, citra positif yang dibangun melalui Green Brand Image juga dapat membantu UMKM di industri pariwisata Kota Medan membangun kepercayaan konsumen dan meningkatkan citra positif mereka. Oleh karena itu, analisis Green Marketing dan pengembangan Green Brand Image sangatlah penting bagi UMKM untuk bertahan dan berkembang dalam persaingan yang semakin ketat. Urgensi peneltian  bertujuan guna mengukur hubungan antara Green Marketing dan Green Brand Image terhadap daya saing industri pariwisata di Kota Medan. Selain itu, tujuan penelitian ini menganalisis pengaruh Green Marketing UMKM di industri pariwisata Kota Medan, dan menganalisis faktor langsung dan tidak langsung Green Marketing terhadap daya saing UMKM pada Industri parawisata di Kota Medan melalui Green Brand Image. Berdasarkan analisis dan studi literatur yang dilakukan, penelitian ini juga menganalisis pengaruh langsung dan tidak langsung Green Marketing dan Green Brand Image terhadap daya saing UMKM di industri pariwisata Kota Medan dengan menggunakan metode path analysis dengan aplikasi Smart PLS.


Keywords


Green Marketing, Green Brand Image, Daya Saing UMKM

Full Text:

PDF

References


Ahmad, H., & Halim, H. (2017). Determining sample size for research activities. Selangor Business Review, 20-34.

Akhtar, C. S., Ismail, K., Ndaliman, M. A., Hussain, J., & Haider, M. (2015). Can intellectual capital of SMEs help in their sustainability efforts. Journal of Management Research, 7(2), 82.

Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence & Planning, 36(7), 809-824.

Bessant, J., & Tidd, J. (2015). Innovation and Entrepreneurship. John Wiley & Sons.

Cherian, J., & Jacob, J. (2012). Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products. Asian Social Science, 8(12).

Deyshappriya, N. P., & Nawarathna, A. M. D. B. (2020). Tourism and SME development: performance of tourism SMEs in coastal tourist destinations in southern Sri Lanka (No. 1164). ADBI Working Paper Series

Fatoki, O., & Asah, F. (2011). The impact of firm and entrepreneurial characteristics on access to debt finance by SMEs in King Williams' town, South Africa. International Journal of Business and management, 6(8), 170.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.

Ghozali, I., & Latan, H. (2015). Konsep, teknik dan aplikasi menggunakan Program Smart PLS 3.0. Universitas Diponegoro. Semarang.

Ginsberg, J. M., & Bloom, P. N. (2004). Choosing the right Green Marketing strategy. MIT Sloan management review, 46(1), 79-84.

Hair Jr, J., Page, M., & Brunsveld, N. (2019). Essentials of business research methods. Routledge.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2014). Pearson new international edition. Multivariate data analysis, Seventh Edition. Pearson Education Limited Harlow, Essex.

Kalafatis, S. P., Pollard, M., East, R., & Tsogas, M. H. (1999). Green Marketing and Ajzen’s theory of planned behaviour: a cross‐market examination. Journal of consumer marketing, 16(5), 441-460.

Leonidou, L. C., Leonidou, C. N., Palihawadana, D., & Hultman, M. (2011). Evaluating the green advertising practices of international firms: a trend analysis. International Marketing Review, 28(1), 6-33.

Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability, 14(18), 11703.

Maziriri, E. T. (2020). Green packaging and green advertising as precursors of competitive advantage and business performance among manufacturing small and medium enterprises in South Africa. Cogent Business & Management, 7(1), 1719586

Mourad, M., & Serag Eldin Ahmed, Y. (2012). Perception of green brand in an emerging innovative market. European journal of innovation management, 15(4), 514-537.

Mungkung, R., Sorakon, K., Sitthikitpanya, S., & Gheewala, S. H. (2021). Analysis of green product procurement and ecolabels towards sustainable consumption and production in Thailand. Sustainable Production and Consumption, 28, 11-20.

Ottman, J. A. (2011). The new rules of Green Marketing: Strategies, tools, and inspiration for sustainable branding. Berrett-Koehler Publishers.

Polonsky, M. J. (1994). An introduction to Green Marketing. Electronic green journal, 1(2), 1-9.

Raykov, T. (1997). Scale reliability, Cronbach's coefficient alpha, and violations of essential tau-equivalence with fixed congeneric components. Multivariate Behavioral Research, 32(4), 329-353.

Rossanty, Y., Nasution, M. D. T. P., & Ario, F. (2018). Consumer Behaviour In Era Millennial. Lembaga Penelitian dan Penulisan Ilmiah AQLI

Sarkar, A. N. (2012). Green branding and eco-innovations for evolving a sustainable Green Marketing strategy. Asia-Pacific Journal of Management Research and Innovation, 8(1), 39-58

Sulchan, M., Maslihatin, M. Z., Sari, E. S., Yulikah, A., & Sujianto, A. E. (2021). Analisis strategi dan kebijakan pemerintah dalam memberikan stimulus ekonomi terhadap umkm terdampak pandemi covid-19. JAE (Jurnal Akuntansi Dan Ekonomi), 6(1), 85-91

Tian, Z., Wang, R., & Yang, W. (2011). Consumer responses to corporate social responsibility (CSR) in China. Journal of business ethics, 101, 197-212.




DOI: http://dx.doi.org/10.31604/jips.v10i10.2023.4726-4738

Article Metrics

Abstract view : 1970 times
PDF - 705 times

Refbacks

  • There are currently no refbacks.


Bookmark and Share