Transformation of Small Batik Industry in Bakorwil II East Java Through Green Innovation to Improve Marketing Performance

Dublin Core

Title

Transformation of Small Batik Industry in Bakorwil II East Java Through Green Innovation to Improve Marketing Performance

Creator

Ana Komari

Proceedings Item Type Metadata

meta_title

Transformation of Small Batik Industry in Bakorwil II East Java Through Green Innovation to Improve Marketing Performance

Abstract/Description

This study aims to analyze the transformation of small batik industries in Bakorwil II East Java through green innovation in improving marketing performance. This study uses a quantitative approach with the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results of the analysis show that brand image (X4) has a positive and significant effect on green innovation (Z) with an original sample value (O) of 0.337 and a p-value of 0.000. Green innovation (Z) also has a positive and significant effect on marketing performance (Y) with an O value of 0.880 and a p-value of 0.000. However, price (X2) does not have a significant effect on green innovation (Z) with an O value of 0.102 and a p-value of 0.151. On the other hand, product quality (X1) and partnership (X3) have a positive and significant effect on green innovation (Z), each with an O value of 0.232 and 0.311 and a p-value of 0.002 and 0.000. In addition, green innovation (Z) is proven to mediate the relationship between brand image (X4), product quality (X1), and partnership (X3) on marketing performance (Y) significantly. However, green innovation (Z) does not mediate the relationship between price (X2) and marketing performance (Y). The...

publication_date

2025/06/20

pdf_url

https://insyma.org/proceedings/files/articles/DONE_Ana Komari.pdf

abstract_html_url

https://insyma.org/proceedings/items/show/533

keywords

Green innovation, Marketing performance, Batik industry, PLS-SEM, East Java

firstpage

1348

lastpage

1368

issn

3047-857X

conference

Proceedings of the International Symposium on Management (Volume 21, 2024)

Volume

22

publisher_name

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

Author #1

Ana Komari

Author #2

Djunaedi

Author #3

Angga Rizka Lidiawan

no article

221

authors

Ana Komari, Djunaedi, Angga Rizka Lidiawan

Files

DONE_Ana Komari.pdf

Citation

Ana Komari, “Transformation of Small Batik Industry in Bakorwil II East Java Through Green Innovation to Improve Marketing Performance,” Proceedings of the International Symposium on Management (INSYMA), accessed July 1, 2025, https://insyma.org/proceedings/items/show/533.

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