Green Marketing Orientation dan Green Investment terhadap Economic Performance: Peran Mediasi Green Innovation
Abstract
Persaingan bisnis yang semakin ketat mendorong organisasi untuk menerapkan strategi berkelanjutan demi menjaga kinerja ekonomi dan aspek lingkungan. Green marketing orientation dan green investment berperan sebagai strategi utama organisasi dalam meningkatkan economic performance namun efektivitasnya bergantung pada keberhasilan green innovation. Penelitian ini bertujuan menganalisa pengaruh green marketing orientation dan green investment terhadap economic performance dengan green innovation sebagai variabel mediasi pada Usaha Kecil Menengah (UKM) sektor batik di Yogyakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode SEM-PLS terhadap 114 pemilik UKM Sektor batik. Hasil menunjukkan bahwa green marketing orientation berpengaruh positif terhadap economic performance, green investment tidak berpengaruh positif terhadap economic performance, green marketing orientation berpengaruh positif terhadap green innovation, green investment berpengaruh positif terhadap green innovation, green innovation berpengaruh positif terhadap economic performance, green innovation memediasi pengaruh positif green marketing orientation terhadap economic performance, green investment memediasi pengaruh positif green marketing orientation terhadap economic performance. Temuan ini menegaskan peran strategis inovasi hijau dalam meningkatkan kinerja ekonomi berkelanjutan, merekomendasikan penguatan kapasitas inovasi dan dukungan pendanaan hijau bagi UKM sektor batik.
Kata kunci: Green Marketing Orientation, Green Investment, Green Innovation, Economic Performance
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DOI: https://doi.org/10.52643/jam.v16i2.7267
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