(Universitas Pembangunan Panca Budi,, Indonesia)(2) Harianto Harianto
(Universitas Pembangunan Panca Budi, Indonesia)(3) Bunga Rasmi Sipahutar
(Universitas Pembangunan Panca Budi, Indonesia)*corresponding author
AbstractGreen 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. KeywordsGreen Marketing, Green Brand Image, Daya Saing UMKM
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DOIhttps://doi.org/10.31604/jips.v10i10.2023.4726-4738 |
Article metrics10.31604/jips.v10i10.2023.4726-4738 Abstract views : 1558 | PDF views : 592 |
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