ANALISIS PENGARUH ENTERPRENEURIAL ORIENTATION TERHADAP KINERJA PEMASARAN UMKM MELALUI GREEN VALUE CO-CREATION

Ferdy Firmansyah AF; Kamalina Din Jannah

Ferdy Firmansyah AF Universitas Pekalongan
Kamalina Din Jannah Universitas Pekalongan

Keywords: entrepreneurial orientation, green value co-creation, green competitive advantage, MSME’s marketing performance

Abstract

This research aimed to determine and analyze the influence mediating variable of green value co-creation (GVCC) on the relationship between entrepreneurial orientation (EO) and micro, small, and medium-sized enterprises (MSME’s) marketing performance (MP). The sampling technique uses a cluster sampling model used hybrid questionnaire method so that a sample of 150 MSMEs was obtained. The analysis model used in this study is Partical Least Square Structural Equation Modelling (PLS-SEM) with SmartPLS 3.0 windows version. The result in this study are EO have effect on GVCC, GVCC have effect on GCA and MP, and GVCC have effect on the relationship between EO with MP.