OPTIMASI MODEL SMART GREEN MARKETING BERBASIS MEDIA SOSIAL GUNA MENINGKATKAN DAYA SAING UMKM KERIPIK SINGKONG DI KABUPATEN KARANGANYAR

Abstract

Cassava chip MSMEs in Karanganyar face challenges in balancing digitalization with sustainability. The use of social media for "Smart Green Marketing" has not yet optimally communicated eco-friendly values. This study aims to optimize this marketing model by integrating variables such as loyalty, brand, trust, and customer satisfaction using the Structural Equation Modeling (SEM-PLS) method. The results indicate that social media platforms like WhatsApp Business, when supported by high product quality, are effective in building consumer satisfaction and loyalty. Satisfaction and an environmentally-oriented brand image were proven to reinforce repurchase decisions. The resulting optimization model establishes that product quality, price, and green value contribute directly to satisfaction, brand image, and digital trust, ultimately leading to customer loyalty. Despite having broad market opportunities, these MSMEs are constrained by limitations in content creation capacity and digital marketing skills; therefore, strategic guidance is essential to strengthen their sustainable competitiveness.

Keywords: Green marketing; MSMEs; SEM; optimization; cassava chips