Analisis Kinerja Pemasaran Berkelanjutan melalui Digital Platform Capability, Environmental Innovation dan Green Marketing pada UMKM Perikanan di Lamongan
DOI:
https://doi.org/10.556442/eabmij.v8i01.1203Keywords:
Digital platform capability; Environmental innovation; Green marketing; Sustainable marketing performance;; UMKM perikananAbstract
Sektor perikanan Kabupaten Lamongan menghasilkan 83.155 ton ikan tangkap dan 62.742 ton budidaya pada 2021, namun UMKM perikanan menghadapi tantangan daya saing akibat keterbatasan kapabilitas digital dan strategi pemasaran berkelanjutan. Penelitian ini menguji pengaruh digital platform capability (DPC), environmental innovation (EI), dan green marketing (GM) terhadap sustainable marketing performance (SMP) pada UMKM perikanan Lamongan menggunakan regresi linier berganda. Sampel ditentukan melalui purposive sampling dari UMKM perikanan dengan sampel penelitian sebanyak 96 UMKM sektor perikanan dengan analisis menggunakan SPSS 26.0. Temuan mengindikasikan hasil perhitungan regresi linier berganda yang telah dilakukan diketahui bahwa variabel Digital Platform Capability (X1) memberikan kontribusi sebesar 0,428 terhadap Kinerja pemasaran berkelanjutan pada Kinerja pemasaran berkelanjutan.. Variabel Environmental Innovation (X2) memberikan kontribusi sebesar 0,378 terhadap Kinerja pemasaran berkelanjutan. Sedangkan Variabel Green marketing (X3) memberikan kontribusi sebesar 0,476 terhadap Kinerja pemasaran berkelanjutan pada Kinerja pemasaran berkelanjutan. Berdasarkan tiga varibel yang ada, maka yang memiliki pengaruh terbesar pada Kinerja pemasaran berkelanjutan adalah green marketing. Hal ini berarti apabila menerpakan green marketing dengan baik, maka akan menghasikan Kinerja pemasaran berkelanjutan
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