Proceedings of the 3rd International Conference on Gender Equality and Ecological Justice, GE2J 2019, 10-11 July 2019, Salatiga, Central Java, Indonesia

Research Article

Improving Green Marketing Performance: Study Case on Natural Color Batik SME’s in Central Java

Download281 downloads
  • @INPROCEEDINGS{10.4108/eai.10-7-2019.2299325,
        author={Cicik Harini and Sony Heru Priyanto and John J.O.I Ihalauw and Roos Kities Andadari},
        title={Improving Green Marketing Performance: Study Case on Natural Color Batik SME’s in Central Java},
        proceedings={Proceedings of the 3rd International Conference on Gender Equality and Ecological Justice, GE2J 2019, 10-11 July 2019, Salatiga, Central Java, Indonesia},
        publisher={EAI},
        proceedings_a={GE2J},
        year={2020},
        month={8},
        keywords={green marketing performance capability of ecological entrepreneurs ecological marketing},
        doi={10.4108/eai.10-7-2019.2299325}
    }
    
  • Cicik Harini
    Sony Heru Priyanto
    John J.O.I Ihalauw
    Roos Kities Andadari
    Year: 2020
    Improving Green Marketing Performance: Study Case on Natural Color Batik SME’s in Central Java
    GE2J
    EAI
    DOI: 10.4108/eai.10-7-2019.2299325
Cicik Harini1,*, Sony Heru Priyanto2, John J.O.I Ihalauw2, Roos Kities Andadari2
  • 1: Pandanaran University
  • 2: Universitas Kristen Satya Wacana
*Contact email: cicikharini@yahoo.co.id

Abstract

Marketing performance is a managerial perception of a company's ability to achieve market share, sales growth, profitability, and customer loyalty. Based on research gaps and empirical phenomena, the problem of this study is to explain the relationship between the capabilities of ecological entrepreneurs and ecological marketing to green marketing performance. This study aims to analyze the effect of ecological entrepreneurial capabilities and ecological marketing to improving green marketing performance. The study was conducted on SMEs in natural color batik in Central Java. The sampling method used nonprobability sampling with judgment sampling technique. The number of respondents is 120 people. Data retrieval is done by interviewing techniques directly to respondents using a questionnaire. The method of analysis uses SEM-PLS. The results of the analysis show that the performance of ecological entrepreneurs and ecological marketing affect green marketing performance.