Analyzing the relationship between green innovation, creative excellence, empowerment and marketing performance of Indonesian SMEs

Purwanto, A.; Syahril, S.; Rochmad, I.; Fahmi, K.; Syahbana, R.; Firmansyah, A.

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Journal of Future Sustainability

ISSN 2816-8151 (Online) - ISSN 2816-8143 (Print) Quarterly Publication Volume 2 Issue 2 pp. 53-56 , 2022

Analyzing the relationship between green innovation, creative excellence, empowerment and marketing performance of Indonesian SMEs Pages 53-56 Download PDF

Authors: Agus Purwanto, Syahril Syahril, Imbuh Rochmad, Khaerul Fahmi, Rusdi Syahbana, Arif Firmansyah

DOI: 10.5267/j.jfs.2022.9.004

Keywords: Green innovation, Excellence in work, Empowerment, Marketing performance, SMEs

Abstract: This study aims to explain the partial and simultaneous effect of green innovation, competitive advantage and empowerment on marketing performance. Quantitative research method is used through data collection from online surveys with a sample of 130 respondents. Green innovation variable with innovation indicators in processes and products, competitive advantage variable with unique product indicators, flexibility, customer relationships and empowerment variables are measured from the dimensions of market development, knowledge and facilities. The marketing performance variable is expressed in three dimensions, namely sales, growth, and market share. The measurement of respondents' answers to the questions in the questionnaire adopts a Likert scale consisting of seven alternative answers. Furthermore, the results of the questionnaire are analyzed using multiple linear regression with the help of the SPSS program. The results of the research indicate that competitive advantage and empowerment have a positive and significant effect on marketing performance, however, green innovation has a negative and insignificant effect on marketing performance. Simultaneously there is a positive and significant effect of green innovation, excellence competitiveness and empowerment on SME marketing performance.

How to cite this paper

 Purwanto, A., Syahril, S., Rochmad, I., Fahmi, K., Syahbana, R & Firmansyah, A. (2022). Analyzing the relationship between green innovation, creative excellence, empowerment and marketing performance of Indonesian SMEs.Journal of Future Sustainability, 2(2), 53-56.

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