Pengaruh Strategi Pemasaran Ramah Lingkungan Dan Kewirausahaan Ramah Lingkungan Terhadap Kinerja Bisnis UMKM Dilombok Timur

Authors

  • Arwin Yafi Rahmatullah Universitas Bumigora
  • Sinta Putri Anggraini Universitas Pembangunan Nasional Veteran Yogyakarta
  • Nina Fapari Arif Universitas Pembangunan Nasional Veteran Yogyakarta
  • M. Chothibul Umam Assa’ady Universitas Bumigora

DOI:

https://doi.org/10.38204/atrabis.v11i1.2394

Keywords:

: Pemasaran Ramah Lingkungan, Kewirausahaan Ramah Lingkungan, Kinerja Bisnis

Abstract

Orientasi terhadap lingkungan merupakan faktor penting dalam dalam penerapan ekonomi berkelanjutan. Aturan dan sikap konsumen terhadap produk ramah lingkungan merupakan pendorong penerapan strategi ramah lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran ramah lingkungan dan kewirausahaan ramah lingkungan terhadap kinerja bisnis. Jenis penelitian yang digunakan adalah penelitian kuantitatif. Jumlah sampel dalam penelitian ini 50 umkm di Lombok timur. Teknik sampling yang digunakan pada penelitian ini adalah purposive sampling. Analisis data yang digunakan adalah analisis regresi linier berganda. Alat uji yang digunakan adalah SPSS 25. Hasil penelitian menunjukkan bahwa Strategi pemasaran ramah lingkungan terhadap kinerja bisnis UMKM di Lombok Timur dan kewirausahaan ramah lingkungan berpengaruh terhadap kinerja bisnis UMKM di Lombok Timur

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Published

2025-06-30

How to Cite

Arwin Yafi Rahmatullah, Sinta Putri Anggraini, Nina Fapari Arif, & M. Chothibul Umam Assa’ady. (2025). Pengaruh Strategi Pemasaran Ramah Lingkungan Dan Kewirausahaan Ramah Lingkungan Terhadap Kinerja Bisnis UMKM Dilombok Timur. ATRABIS Jurnal Administrasi Bisnis (e-Journal), 11(1), 62–73. https://doi.org/10.38204/atrabis.v11i1.2394