Dinu Saadillah

*Manajemen Agroindustri, Politeknik Negeri Jember, Indonesia

Aditya Nizar Al Ardi

Manajemen Pemasaran Internasional, Politeknik Negeri Jember, Indonesia

Rini Hardiyani

Manajemen Pemasaran Internasional, Politeknik Negeri Jember, Indonesia

Aulia Nadhirah

Manajemen Agribisnis, Politeknik Negeri Jember, Indonesia

DOI: https://doi.org/10.19184/jsep.v19i1.60017

ABSTRACT 

Increasing environmental awareness encourages business actors to implement sustainable business strategies to maintain competitiveness and improve business performance. This study was conducted to determine the effect of green marketing and green innovation on the business performance of MSMEs in Edamame Village, with competitive advantage as an intervening variable, using a quantitative approach. The data analysis method used in this study was path analysis. The results showed that green marketing and green innovation had a direct effect on business performance in MSMEs in Edamame Village. However, the results of this study showed a negative direction in the indirect effect, indicating that the competitive advantage formed from green marketing and green innovation has not been fully able to optimally improve the business performance of MSMEs in Edamame Village. The coefficient of determination obtained was 48.6%.

Keywords: green marketing, green innovation, competitive advantage, business performance, MSMEs.

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