Marketing Strategies for SMEs in Enhancing Sustainable Business Performance: A Case Study of Pekalongan City, Indonesia
https://doi.org/10.56225/ijgoia.v3i2.361
Keywords:
Sustainable industry performance, Marketing orientation, Green marketing mixAbstract
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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