Marketing Strategies for SMEs in Enhancing Sustainable Business Performance: A Case Study of Pekalongan City, Indonesia

https://doi.org/10.56225/ijgoia.v3i2.361

Authors

  • Ani Mekaniwati Faculty of Business and Accounting, Institut Bisnis dan Informatika Kesatuan, 16123 Kota Bogor, Jawa Barat, Indonesia
  • Abdul Talib Bon Faculty of Technology Management and Business, Universiti Tun Hussein Onn Malaysia, 86400 Parit Raja, Johor, Malaysia

Keywords:

Sustainable industry performance, Marketing orientation, Green marketing mix

Abstract

This study examines the sustainability challenges in Indonesia's small and medium-scale batik industry, focusing on Sustainable Industrial Performance (SIP), Marketing Orientation (MO), and Green Marketing Mix (GMM). Consumer awareness of environmental sustainability influences the demand for eco-friendly batik products, making sustainable practices critical. The research investigates how SIP, MO, and GMM interact to affect sustainability outcomes in the batik sector. The study tests ten hypotheses with two independent variables (MO and GMM) and one dependent variable (SIP). Data were collected from 238 SMEs in Pekalongan, Central Java, Indonesia, using a questionnaire and analyzed with Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings reveal that marketing orientation and green marketing strategies significantly impact economic, environmental, and social sustainability performance. However, marketing orientation does not influence green marketing strategies, and GMM does not mediate the relationship between marketing orientation and sustainability performance. This study provides insights into adopting sustainable practices and the role of marketing strategies in enhancing the batik industry's sustainability.

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Published

2024-06-30

How to Cite

Mekaniwati, A., & Bon, A. T. (2024). Marketing Strategies for SMEs in Enhancing Sustainable Business Performance: A Case Study of Pekalongan City, Indonesia. International Journal of Global Optimization and Its Application, 3(2), 99–105. https://doi.org/10.56225/ijgoia.v3i2.361

Issue

Vol. 3 No. 2 (2024): June 2024

Section

Articles

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