The Effect of Green Marketing Strategies on the Brand Image of Handcrafted MSMEs Products

Gleydis Harwida; Dieva Zahrohtu Anfi; Evita Novilia; Yaoma Tertibi; Berliana Ira Mahera

doi:10.55927/fjas.v4i11.466

Authors

Gleydis Harwida Universitas Nahdlatul Ulama Blitar
Dieva Zahrohtu Anfi Sekolah Tinggi Ilmu Ekonomi Indonesia Malang
Evita Novilia Universitas Nahdlatul Ulama Blitar
Yaoma Tertibi Universitas Nahdlatul Ulama Blitar
Berliana Ira Mahera Universitas Nahdlatul Ulama Blitar

DOI:

https://doi.org/10.55927/fjas.v4i11.466

Keywords:

Green Marketing, Brand Image, MSMEs, Handicraft Products, Sustainability

Abstract

Changes in the lifestyle of modern society, which is increasingly concerned about environmental issues, have driven a paradigm shift in the world of marketing. This study aims to analyze the effect of green marketing strategies on the brand image of handcraft products from MSMEs in Kediri Regency. Using an associative quantitative approach, data were collected from 100 consumers through a Likert scale questionnaire and analyzed using validity and reliability tests, t-tests, and simple linear regression. The results of the study indicate that Green Marketing has a positive and significant effect on brand image, with 58.19% of Brand Image variation explained by the implementation of green marketing strategies. These findings confirm that consistent and transparent sustainability efforts can strengthen consumer perceptions, increase trust, and strengthen the competitive position of MSMEs in the market.

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