The Effect of Green Innovation and Entrepreneurial Marketing on Marketing Performance in Rattan SMEs in Cirebon Regency
Abstract
Purpose: The research examines the impact of green innovation and entrepreneurial marketing on the marketing performance of rattan SMEs in Cirebon Regency.
Design/methodology/approach: A quantitative method was used with 105 respondents. Data were obtained through online questionnaires and analyzed utilizing multiple linear regression with IBM SPSS version 26.
Findings: The results indicate that both green innovation and entrepreneurial marketing have a positive and significant impact on marketing performance, both partially and simultaneously. The model explains 39.7% of the variance in marketing performance.
Research limitations/implications: This research is limited to rattan SMEs in Cirebon, so the outcomes may not be generalizable to other sectors or regions.
Practical implications: SMEs are encouraged to adopt green innovation and entrepreneurial marketing strategies to enhance competitiveness and performance.
Originality/value: This study provides empirical evidence from the underexplored rattan SME sector.
Paper type: Research paper
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References
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