Integrasi Pemasaran Hijau dan Keuangan dalam Memperkuat Kinerja dan Daya Saing Berkelanjutan UMKM: Studi Kasus pada KUB Nelayan di Kota Makassar
DOI:
https://doi.org/10.47747/snfmi.v3i1.3179Abstract
This study examines the influence of green marketing and financial aspects on the performance and sustainable competitiveness of MSMEs, with a focus on Fishermen’s Joint Business Groups (KUB) in Makassar City. Fishermen’s MSMEs face challenges such as limited capital, low financial literacy, and minimal adoption of environmentally friendly marketing strategies. The research applies a quantitative approach using Structural Equation Modeling (SEM) with AMOS 27, involving KUBs that have operated for at least three years. Data were collected through questionnaires based on green marketing, finance, business performance, and sustainable competitiveness indicators, tested for validity and reliability. Results show that green marketing has a positive and significant effect on MSME performance and sustainable competitiveness. Conversely, financial aspects have a negative and insignificant effect on both variables, reflecting weak financial management practices. In addition, MSME performance positively and significantly influences sustainable competitiveness, emphasizing the importance of productivity, quality improvement, and effective management in achieving long-term competitiveness. Overall, findings highlight green marketing as a key driver of MSME performance and sustainability. Meanwhile, financial aspects require policy support through financial literacy programs, inclusive financing access, and green incentives to help fishermen’s MSMEs strengthen their sustainable competitiveness.
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