Research Article
Increasing Competitiveness of Micro, Small and Medium Enterprises Through the Application of Green Marketing Mix to Support for Tourism Sector
@INPROCEEDINGS{10.4108/eai.1-10-2020.2305000, author={Erni Yuningsih and Rachmat Gunawan and Endang Silaningsih}, title={Increasing Competitiveness of Micro, Small and Medium Enterprises Through the Application of Green Marketing Mix to Support for Tourism Sector}, proceedings={Proceedings of the First International Conference of Economics, Business \& Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia}, publisher={EAI}, proceedings_a={ICEBE}, year={2021}, month={4}, keywords={green product green price green place green promotion competitiveness}, doi={10.4108/eai.1-10-2020.2305000} }- Erni Yuningsih
Rachmat Gunawan
Endang Silaningsih
Year: 2021
Increasing Competitiveness of Micro, Small and Medium Enterprises Through the Application of Green Marketing Mix to Support for Tourism Sector
ICEBE
EAI
DOI: 10.4108/eai.1-10-2020.2305000
Abstract
The research aims to determine 1) the application of green marketing mix to SMEs 2) study and analyze the effects of green marketing mix both simultaneously and partially in increasing competitiveness. The object of research for SMEs is food products and handicrafts. This research method is descriptive and verification. The data analysis technique used multiple linear regression analysis, correlation analysis, determination coefficient analysis, and F test and t-test. The results show that business actors must be more innovative in implementing a green marketing mix, consumers who are educated about environmentally friendly products are usually willing to buy expensive prices. Simultaneously and partially green products, green prices, green places, and green promotion have a positive and significant effect on the competitiveness of SMEs. Implementing the Green Marketing Mix requires a fundamental approach, comprehensive and integrated with all functional aspects of marketing, including the overall marketing mix.
