Peran Mediasi Green Creativity dalam Meningkatkan Pengaruh Green Marketing terhadap Keberlanjutan UMKM
Abstract
Studi ini bertujuan untuk menguji dan menganalisis pengaruh green marketing terhadap keberlanjutan usaha UMKM melalui green creativity. Sampel studi ini adalah pelaku UMKM yang terdaftar di Dinas Perindustrian Perdagangan Koperasi Usaha Kecil Menengah (Disperindagkop UKM) Kota Tangerang melalui kombinasi metode Slovin dan purposive sampling. Berdasarkan data Pemerintah Kota Tangerang per maret 2024, tercatat 58.692 pelaku usaha UMKM yang telah memiliki nomor induk berusaha. Dengan menggunakan teknik pengumpulan data tersebut, maka diperoleh 100 responden akhir yang diap untuk diolah lebih lanjut untuk pengujian hipotesis. Teknik analisis data menggunakan structural equation modeling-partial least square (SEM-PLS). Hasil studi ini menemukan bahwa green marketing berpengaruh positif dan signifikan terhadap green creativity, green creativity berpengaruh positif dan signifikan terhadap keberlanjutan usaha UMKM, green marketing berpengaruh positif dan signifikan terhadap keberlanjutan usaha UMKM, dan green creaticity dapat memediasi pengaruh green marketing terhadap keberlanjutan usaha UMKM. Penelitian ini mencoba menyelesaikan masalah isu lingkungan dan keberlanjutan usaha dengan menggabungkan praktik berkelanjutan ke dalam proses bisnis UMKM agar tetap kompetitif di pasar. Kombinasi isu lingkungnan dan praktik berkelanjutan UMKM dapat direpresentasikan melalui green marketing dan green creativity. Kondisi ini penting karena UMKM memberikan kontribusi terhadap dampak lingkungan sebagai akibat industrialisasi yang meluas. Penelitian ini menggunakan pendekatan SEM-PLS untuk menjawab fenomena isu lingkungan dan keberlanjutan UMKM dan dianggap mampu menguji model secara simultan karena adanya keterlibatan variabel mediasi. Penelitian ini juga mencoba memodifikasi instrumen penelitian pada konteks UMKM.
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