Perspektif Green Innovational Value Creation Sebagai Variabel Intervening dalam Meningkatkan Kinerja Pemasaran pada Industri Perkebunan Kelapa Sawit

Abstract

The concept of Green Marketing is to integrate marketing management by saving the environment, which includes a green sustainable ecological design and development process. Therefore, the purpose of implementing Green marketing is to continuously improve the company's performance by complying with environmental regulations. In the process of the oil palm plantation industry, which is carried out not suitable with applicable regulations, especially for environmentally friendly aspects, so that consumers often reject Indonesian CPO products, besides that, in the development of the palm oil industry, there are many criticisms from several environmentalist institutions. This study aims to analyze the factors that influence marketing performance in the oil palm plantation industry. This research uses several variables, such as green marketing, positional advantage, green innovational value creation and marketing performance. This research also adds green innovational value creation to mediate the relationship with green marketing and marketing performance. The sample in this research amounted to 125 company leaders consist of Director of Operations, Production Manager and Certification Leaders from 52 companies that have been certified ISO / ISPO. This research uses descriptive analysis and SEM (Structural Equation Model) analysis. The result of this research is that green marketing has a significant effect on increasing marketing performance. Green marketing has a positive and significant effect on positional advantage. Green marketing has a positive and significant effect on increasing green innovational value creation. Positional advantage has a positive effect on increasing marketing performance. Green innovational value creation has a positive and significant effect on marketing performance. Beside that, green innovational value creation mediates the relationship between green marketing and increased marketing performance of the Oil Palm Plantation Industry.