Orientasi Kewirausahaan dan Kinerja Pemasaran Berkelanjutan: Studi Empiris dengan Green-Value Co-Creation sebagai Variabel Intervening pada UMK Makanan dan Minuman
DOI:
https://doi.org/10.47747/snfmi.v3i1.3112Abstract
This study aims to analyze the influence of Entrepreneurial Orientation (EO) on sustainable marketing performance in food and beverage micro, small, and medium enterprises (MSMEs), with Green Value Co-Creation (GVCC) as an intervening variable. This study employs a quantitative approach, surveying 150 MSEs in the former Pekalongan Residency and using a cluster sampling technique. Data were analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The results show that EO has a significant positive effect on GVCC, GVCC has a positive effect on green competitive advantage (GCA) and MSME marketing performance, and GCA has a positive effect on MSME marketing performance. In addition, GVCC is proven to mediate the relationship between EO and MSME marketing performance. This finding confirms the important role of EO in encouraging environmentally based shared value creation as a strategy to improve green competitiveness and sustainable marketing performance.
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