Analysis of the Effect of Digital Marketing, Market Orientation, and Green Product Innovation on Marketing Performance of Culinary SMEs in Wonosobo Regency

Abstract

This study aims to analyze the impact of digital marketing, market orientation, and green product innovation on the marketing performance of culinary MSMEs in Wonosobo Regency. Digital marketing plays an important role in expanding market reach and enhancing customer interaction, while market orientation enables MSMEs to better understand consumer needs and preferences, and green product innovation creates added value by supporting sustainability principles. This study employs a quantitative approach using survey methods and multiple linear regression analysis to examine the effects of these variables. Data were collected through questionnaires from 100 culinary MSME actors in Wonosobo Regency. The results indicate that digital marketing, market orientation, and green product innovation have positive and significant effects on marketing performance. These findings provide valuable insights for culinary MSME actors in optimizing their marketing strategies through digital transformation, stronger market understanding, and sustainable product innovation to improve business performance.