Pengaruh Green Market Orientation, Dukungan Organisasional dan Faktor Teknologi terhadap Pengadopsian Inovasi Hijau di UMKM Produk Hijau

Authors

  • Montanus Nurak Universitas Mercu Buana Yogyakarta, Yogyakarta, Indonesia
  • Audita Nuvriasari Universitas Mercu Buana Yogyakarta, Yogyakarta, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v7i1.6122

Keywords:

Green Market Orientation, Dukungan Organisasional, Faktor Teknologi, Pengadopsian Inovasi Hijau

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Green Market Orientation, Dukungan Organisasional, dan Faktor Teknologi terhadap Pengadopsian Inovasi Hijau di UMKM produk hijau di Daerah Istimewa Yogyakarta. Sampel dalam penelitian ini adalah 100 responden yang merupakan pemilik atau penanggung jawab UMKM produk hijau. Teknik pengumpulan data menggunakan metode survei dengan instrumen penelitian berupa kuesioner. Hasil uji instrumen menunjukkan bahwa semua item pernyataan valid dan reliabel. Pada uji asumsi klasik, data terbukti terdistribusi normal dan model regresi bebas dari gejala multikolinearitas dan heteroskedastisitas. Hasil penelitian ini membuktikan bahwa: (1) Green Market Orientation berpengaruh positif dan signifikan terhadap Pengadopsian Inovasi Hijau di UMKM produk hijau di Daerah Istimewa Yogyakarta, (2) Dukungan Organisasional tidak berpengaruh signifikan terhadap Pengadopsian Inovasi Hijau di UMKM produk hijau di Daerah Istimewa Yogyakarta, (3) Faktor Teknologi tidak berpengaruh signifikan terhadap Pengadopsian Inovasi Hijau di UMKM produk hijau di Daerah Istimewa Yogyakarta. Temuan ini memberikan implikasi bagi pelaku UMKM untuk meningkatkan orientasi pasar hijau sebagai strategi utama dalam mendorong praktik inovasi ramah lingkungan yang berkelanjutan.

References

Adomako, S., & Tran, M. D. (2024). Exploring the effect of R&D support, green technology transfer, sustainable innovation. Sustainable Development, 32(5), 4758–4769. https://doi.org/10.1002/sd.2936

Afum, E., Osei-Ahenkan, V. Y., Agyabeng-Mensah, Y., Amponsah Owusu, J., Kusi, L. Y., & Ankomah, J. (2020). Green manufacturing practices and sustainable performance among Ghanaian manufacturing SMEs: The explanatory link of green supply chain integration. Management of Environmental Quality: An International Journal, 31(6), 1457–1475. https://doi.org/10.1108/MEQ-01-2020-0019

Ahmed, R. R., Akbar, W., Aijaz, M., Channar, Z. A., Ahmed, F., & Parmar, V. (2023). The role of green innovation on environmental and organizational performance: Moderation of human resource practices and management commitment. Heliyon, 9(1), e12679. https://doi.org/10.1016/j.heliyon.2022.e12679

Alhazami, L., & Tobing, R. P. (2023). PENGARUH STRATEGI GREEN MARKET ORIENTATION DAN GREEN SUPPLY CHAIN RELATIONSHIP QUALITY DALAM MENINGKATKAN GREEN COMPETITIVE ADVANTAGE. 08(01).

Arikunto, S. (2016). Prosedur Penelitian: Suatu Pendekatan Praktik. Rineka Cipta.

Aryanto, A., Hanum, N., & Syaefudin, R. (2023). Faktor Teknologi, Organisasi, dan Lingkungan pada Penerapan Akuntansi Digital serta Dampaknya Terhadap Kinerja UMKM. Owner, 7(1), 632–643. https://doi.org/10.33395/owner.v7i1.1224

Bataineh, M. J., Sánchez-Sellero, P., & Ayad, F. (2024). The role of organizational innovation in the development of green innovations in Spanish firms. European Management Journal, 42(4), 527–538. https://doi.org/10.1016/j.emj.2023.01.006

Bhatti, S. H., Saleem, F., Murtaza, G., & Haq, T. U. (2022). Exploring the impact of green human resource management on environmental performance: The roles of perceived organizational support and innovative environmental behavior. International Journal of Manpower, 43(3), 742–762. https://doi.org/10.1108/IJM-05-2020-0215

Borah, P. S., Dogbe, C. S. K., Pomegbe, W. W. K., Bamfo, B. A., & Hornuvo, L. K. (2023). Green market orientation, green innovation capability, green knowledge acquisition and green brand positioning as determinants of new product success. European Journal of Innovation Management, 26(2), 364–385. https://doi.org/10.1108/EJIM-09-2020-0345

Bratamanggala, R. I., & Hendayana, Y. (2024). Sustainability and Technology Use in SMEs: A Pathway to Green Innovation (Keberlanjutan dan Penggunaan Teknologi pada UMKM: Jalan Menuju Inovasi Ramah Lingkungan). Jurnal Cendekia Ilmiah, 3(6).

Bremser, C., Piller, G., & Helfert, M. (2019). Technology Adoption in Smart City Initiatives: Starting Points and Influence Factors: Proceedings of the 8th International Conference on Smart Cities and Green ICT Systems, 70–79. https://doi.org/10.5220/0007702700700079

Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications.

Dangelico, R. M., Pujari, D., & Pontrandolfo, P. (2017). Green Product Innovation in Manufacturing Firms: A Sustainability‐Oriented Dynamic Capability Perspective. Business Strategy and the Environment, 26(4), 490–506. https://doi.org/10.1002/bse.1932

Dinas Koperasi dan UKM Provinsi Daerah Istimewa Yogyakarta. (2024). Data perkembangan UMKM di Daerah Istimewa Yogyakarta tahun 2022–2024. Dinas Koperasi dan UKM DIY.

Fernando, Y., Chiappetta Jabbour, C. J., & Wah, W.-X. (2019). Pursuing green growth in technology firms through the connections between environmental innovation and sustainable business performance: Does service capability matter? Resources, Conservation and Recycling, 141, 8–20. https://doi.org/10.1016/j.resconrec.2018.09.031

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.

Indrawati, H., Caska, C., Hermita, N., Sumarno, S., & Syahza, A. (2025). Green innovation adoption of SMEs in Indonesia: What factors determine it? International Journal of Innovation Science, 17(1), 19–37. https://doi.org/10.1108/IJIS-02-2023-0047

Indrawati, H., Caska, & Suarman. (2020). Barriers to technological innovations of SMEs: How to solve them? International Journal of Innovation Science, 12(5), 545–564. https://doi.org/10.1108/IJIS-04-2020-0049

Islam, H. (2025). Nexus of economic, social, and environmental factors on sustainable development goals: The moderating role of technological advancement and green innovation. Innovation and Green Development, 4(1), 100183. https://doi.org/10.1016/j.igd.2024.100183

Judijanto, L., Mardiah, A., & Juliandi, Y. (2025). Tren Kewirausahaan Digital Hijau: Analisis Bibliometrik. Sanskara Ekonomi dan Kewirausahaan, 3(02), 123–135. https://doi.org/10.58812/sek.v3i02.529

Kementerian Koperasi dan UKM. (2024). Statistik UMKM Indonesia 2023. Kementerian Koperasi dan UKM.

Kementerian Lingkungan Hidup dan Kehutanan. (2024). Laporan status lingkungan hidup Indonesia 2023. Kementerian Lingkungan Hidup dan Kehutanan.

Kousar, S., Sabri, P. S. U., Zafar, M., & Akhtar, A. (2017). Technological factors and adoption of green innovation: Moderating role of government intervention: A case of SMEs in Pakistan. 9(3), 833–861.

Nawangsari, L. C., Siswanti, I., Arijanto, A., & Wahyu, M. (2024). From Knowledge to Action: Exploring Green Intellectual Capital’s Role in Sustainable Organizational Performance for Millennials. International Review of Management and Marketing, 15(1), 82–90. https://doi.org/10.32479/irmm.17546

Nugroho, Arif, Novianti, Erny, & Army, Widya Lelisa. (2025). Dampak Orientasi Pasar Hijau dan Inovasi Hijau Terhadap Kinerja Bisnis UMKM Kawasan Pariwisata Taman Mini Indonesia Indah. Journal Scientific of Mandalika.

Nuryakin, N., & Maryati, T. (2022). Do green innovation and green competitive advantage mediate the effect of green marketing orientation on SMEs’ green marketing performance? Cogent Business & Management, 9(1), 2065948. https://doi.org/10.1080/23311975.2022.2065948

Papadas, K.-K., Avlonitis, G. J., & Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80, 236–246. https://doi.org/10.1016/j.jbusres.2017.05.024

Putri, V. P., & Riyanto, D. W. U. (2023). GREEN INNOVATION AND GREEN COMPETITIVE ADVANTAGE MEDIATE THE INFLUENCE OF GREEN MARKETING ORIENTATION ON GREEN MARKETING PERFORMANCE IN SME INDONESIA. International Journal, 7(4).

sSalobar, A. L. A., Efendi, B., & Akbar, M. A. M. (2024). ANALISIS PENGARUH DIGITAL MARKETING, ORIENTASI PASAR, DAN INOVASI PRODUK HIJAU TERHADAP KINERJA PEMASARAN PADA UMKM KULINER DI KABUPATEN WONOSOBO.

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7, Ed.). Wiley.

Serrano, R. A., Li, J. J., & Wang, Q. (2025). Technological opportunism on green innovation and the ambivalent effect of atmospheric quality perception. International Journal of Innovation Studies, 9(2), 129–143. https://doi.org/10.1016/j.ijis.2025.03.001

Shahzad, M., Qu, Y., Rehman, S. U., & Zafar, A. U. (2022a). Adoption of green innovation technology to accelerate sustainable development among manufacturing industry. Journal of Innovation & Knowledge, 7(4), 100231. https://doi.org/10.1016/j.jik.2022.100231

Shamsuzzoha, A., Suihkonen, A.-M., Wahlberg, C., Jovanovski, B., & Piya, S. (2023). Development of value proposition to promote green innovation for sustainable organizational development. Cleaner Engineering and Technology, 15, 100668. https://doi.org/10.1016/j.clet.2023.100668

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Sulaiman, M. A. B. A. (2025). Green Product Innovation as a Mediator Between Green market orientation and Sustainable Performance of SMEs. Sustainability, 17(4), 1628. https://doi.org/10.3390/su17041628

Sumarlin, F. A., & Nuvriasari, A. (2024). The Effect of Green Innovation, Environmental Awareness, and Competitive Advantage on MSME Marketing Performance. Research Horizon, 4(3), 159–202.

Toryanto, C. J. K., & Indriani, F. (2022). Green Marketing Orientation Towards Competitive Advantage and Marketing Performance of Non-Food SMEs in Java. International Journal of Scientific Research and Management, 10(02), 3062–3062. https://doi.org/10.18535/ijsrm/v10i2.em06

Widarjo, W., & Setiawan, A. (2020). Metodologi Penelitian Kuantitatif: Aplikasi pada Bidang Ekonomi dan Bisnis. Andi.

Yandi, A., Muklhlis, I., & Zagladi, A. N. (2023). Penerapan Konsep Green Marketing dalam Menghasilkan Produk yang Ramah Lingkungan: Sebuah Kajian Konseptual Sebagai Panduan Bagi Peneliti. J-MAS (Jurnal Manajemen dan Sains), 8(2), 1941. https://doi.org/10.33087/jmas.v8i2.1527

Yu, D., Tao, S., Hanan, A., Ong, T. S., Latif, B., & Ali, M. (2022). Fostering Green Innovation Adoption through Green Dynamic Capability: The Moderating Role of Environmental Dynamism and Big Data Analytic Capability. International Journal of Environmental Research and Public Health, 19(16), 10336. https://doi.org/10.3390/ijerph191610336

Zhao, G., Feng, T., & Wang, D. (2015). Is more supply chain integration always beneficial to financial performance? Industrial Marketing Management, 45, 162–172. https://doi.org/10.1016/j.indmarman.2015.02.015

Zhao, W., & Huang, L. (2022). The impact of green transformational leadership, green HRM, green innovation and organizational support on the sustainable business performance: Evidence from China. Economic Research-Ekonomska Istraživanja, 35(1), 6121–6141. https://doi.org/10.1080/1331677X.2022.2047086

Downloads

Published

2025-09-21

How to Cite

Nurak, M., & Nuvriasari, A. (2025). Pengaruh Green Market Orientation, Dukungan Organisasional dan Faktor Teknologi terhadap Pengadopsian Inovasi Hijau di UMKM Produk Hijau. Jurnal Ekonomi Manajemen Sistem Informasi, 7(1), 378–391. https://doi.org/10.38035/jemsi.v7i1.6122

Issue

Vol. 7 No. 1 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (September-Oktober 2025)

Section

Articles

License

Copyright (c) 2025 Montanus Nurak, Audita Nuvriasari

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Hak cipta :

Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:

  1. Hak cipta pada setiap artikel adalah milik penulis.
  2. Penulis mengakui bahwa Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI) berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
  3. Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI).