Improving Green Marketing Performance: Study Case on Natural Color Batik SME’s in Central Java

Harini, Cicik and Priyanto, Sony Heru and Ihalauw, John J.O.I and Andadari, Roos Kities (2020) Improving Green Marketing Performance: Study Case on Natural Color Batik SME’s in Central Java. In: GE2J 2019, 10-11 July 2019, Salatiga, Central Java, Indonesia.

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Abstract

Marketing performance is a managerial perception of a company's ability to achieve market share, sales growth, profitability, and customer loyalty. Based on research gaps and empirical phenomena, the problem of this study is to explain the relationship between the capabilities of ecological entrepreneurs and ecological marketing to green marketing performance. This study aims to analyze the effect of ecological entrepreneurial capabilities and ecological marketing to improving green marketing performance. The study was conducted on SMEs in natural color batik in Central Java. The sampling method used nonprobability sampling with judgment sampling technique. The number of respondents is 120 people. Data retrieval is done by interviewing techniques directly to respondents using a questionnaire. The method of analysis uses SEM-PLS. The results of the analysis show that the performance of ecological entrepreneurs and ecological marketing affect green marketing performance.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: green marketing performance capability of ecological entrepreneurs ecological marketing
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: EAI Editor IV
Date Deposited: 05 Aug 2021 11:52
Last Modified: 05 Aug 2021 11:52
URI: https://eprints.eudl.eu/id/eprint/5892

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