Increasing Competitiveness of Micro, Small and Medium Enterprises Through the Application of Green Marketing Mix to Support for Tourism Sector

Abstract

. The research aims to determine 1) the application of green marketing mix to SMEs 2) study and analyze the effects of green marketing mix both simultaneously and partially in increasing competitiveness. The object of research for SMEs is food products and handicrafts. This research method is descriptive and verification. The data analysis technique used multiple linear regression analysis, correlation analysis, determination coefficient analysis, and F test and t-test. The results show that business actors must be more innovative in implementing a green marketing mix, consumers who are educated about environmentally friendly products are usually willing to buy expensive prices. Simultaneously and partially green products, green prices, green places, and green promotion have a positive and significant effect on the competitiveness of SMEs. Implementing the Green Marketing Mix requires a fundamental approach, comprehensive and integrated with all functional aspects of marketing, including the overall marketing mix.