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Abstract
SPSS Versi 26.
Data dikumpulkan melalui kuesioner yang disebarkan kepada pelaku UMKM di Kota Samarinda. Hasil penelitian menunjukkan bahwa sustainable product diversity, sustainable brand image, green promotion, dan sustainable consumer reviews berpengaruh signifikan terhadap marketing performance, baik secara parsial maupun simultan. Keberagaman produk berkelanjutan mendorong diferensiasi kompetitif, citra merek yang berorientasi lingkungan memperkuat kepercayaan konsumen, sedangkan promosi hijau digital dan ulasan konsumen positif meningkatkan kredibilitas merek. Fenomena ini menegaskan pentingnya integrasi strategi keberlanjutan dalam pemasaran digital UMKM. Secara teoretis, penelitian ini memperluas literatur pemasaran berkelanjutan dengan menguji variabel-variabel yang jarang dikaji secara simultan. Secara praktis, hasil penelitian memberikan masukan bagi UMKM di Samarinda untuk mengoptimalkan produk, merek, promosi, dan ulasan konsumen berbasis keberlanjutan guna meningkatkan kinerja pemasaran. Kebaruan penelitian ini terletak pada integrasi empat variabel keberlanjutan dalam kerangka pemasaran digital dan pengaruhnya terhadap kinerja pemasaran UMKM di Samarinda.
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Copyright (c) 2026 Della Olivia Caterina Kalangit, Dyhah Kusrihandayani, Sailawati
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