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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS Jambura Science of Management Journal of Information System, Applied, Management, Accounting and Research Yumary: Jurnal Pengabdian kepada Masyarakat Neo Journal of economy and social humanities Best Journal of Administration and Management Lead Journal of Economy and Administration Klabat Journal of Management
Suci Ayu Sudari
Universitas Global Jakarta
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Journal : Lead Journal of Economy and Administration

 1 
The Influence of Relationship Marketing, And Green Marketing Toward Business Sustainability On Msmes Kab. Bandung. Dwi Rachmawati; Zalena Mohd; Suci Ayu Sudari; Cyka Oktaviani
Lead Journal of Economy and Administration Vol 1 No 3 (2023): Lead Journal of Economy and Administration (LEJEA), February 2023
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/lejea.v1i3.70

Abstract

This study aims to find out the influence of Relationship Marketing, and Green Marketing to the Sustainability Business on SMEs (small and medium-scale Enterprise) in Kab. Bandung. Finding relation between variables allows this study to find the best strategy marketing to maintain the sustainability business of SMEs in Kab. Bandung. With the number of respondents as many as 100 SMEs, the instrument in the questionnaire is measured using a Likert scale (5 scales) then the data was processed with SPSS, while the variables are 1) Independent Variables consisting of Relationship Marketing, Green Marketing, 2) Dependent Variable is Sustainability Business. The used analysis in this study is multiple regression. The results show that Realtionship Marketing and green marketing has a positive and significant effect on Sustainability Business. The study discusses the results and give constructive suggestions for maintaining the sustainability business of SMEs.
Co-Authors Ali Ridho Cyka Oktaviani Dea Tiara Anggraeni Dwi Rachmawati Dwi Rachmawati Putra Tangguh Wisnuaji Rayeskana Istighfarkhan Jaysan Rohmat Hidayat Siti Listiana Yuni Pambreni Zalena Mohd