PENGARUH GREEN MARKETING TERHADAP KINERJA PEMASARAN MELALUI ECO-INNOVATION PADA UMKM DI KOTA PALANGKA RAYA

This study examines the effect of green marketing on the marketing performance of micro, small, and medium enterprises (MSMEs) in Palangka Raya City and tests the mediating role of eco-innovation. A quantitative explanatory design was applied to 75 MSMEs selected using purposive sampling. Data were collected from owners or managers through a five-point Likert questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model demonstrated adequate convergent validity, internal consistency, and discriminant validity. The structural results show that green marketing positively affects marketing performance (β = 0.372; p < 0.001) and eco-innovation (β = 0.602; p < 0.001). Eco innovation also positively affects marketing performance (β = 0.400; p < 0.001). The specific indirect effect of green marketing on marketing performance through eco innovation is positive and significant (β = 0.241; p = 0.001), indicating complementary partial mediation. The model explains 36.3% of the variance in eco-innovation and 47.7% of the variance in marketing performance. These findings support the Natural Resource-Based View by showing that environmental market orientation creates stronger marketing outcomes when translated into concrete product and process innovations.