The Role of Green Innovation Mediation on Coffee Export Marketing Performance in Central Java Reviewed From Customer Orientation and Competitor Orientation

Abstract

This research aims to explore issues related to market orientation in two dimensions, namely customer orientation and competitor orientation. The main focus of this research is to determine the mediating role of green innovation on the influence of customer orientation and competitor orientation on coffee export marketing performance in MSMEs in Central Java. The sample was 116 Coffee Exporting MSMEs in the Central Java region of Indonesia. Data analysis using PLS-SEM. The results of this research are (1) customer orientation has a significant effect on green innovation (2) competitor orientation has a significant effect on green innovation (3) customer orientation has a significant effect on export marketing performance (4) competitor orientation has no significant effect on export marketing performance (5) green innovation has a significant effect on export marketing performance (6) customer orientation has an indirect effect on export marketing performance through green innovation (7) competitor orientation has an indirect effect on export marketing performance through green innovation