The Role of Green Marketing, Marketing Mix 4p, And Distribution Channels in Enhancing Competitiveness of Organic Agricultural Product in Luwu Regency
DOI:
https://doi.org/10.54408/jabter.v5i4.584Keywords:
Green Marketing, 4P Marketing Mix, Distribution Channels, Competitiveness, Organic AgricultureAbstract
This research aims to analyzed the role of green marketing, the 4P marketing mix, and distribution channels in enhancing the competitiveness of organic agricultural products in Luwu Regency. The research method employed is a quantitative approach using a survey technique with questionnaires distributed to 150 respondents from organic farming businesses. The research instrument was tested for validity and reliability, and the data were analyzed using multiple linear regression with the aid of SPSS. The results indicate that green marketing has a positive and significant effect on the competitiveness of organic agricultural products. Similarly, distribution channels were found to have a positive and significant impact on competitiveness. In contrast, the 4P marketing mix does not have a significant partial effect on competitiveness. However, the three independent variables simultaneously have a significant effect on the competitiveness of organic agricultural products. The coefficient of determination (R²) value of 0.395 indicates that 39.5% of the variation in competitiveness can be explained by green marketing, the 4P marketing mix, and distribution channels, while the remainder is influenced by other factors outside the research model. These findings underscore the importance of implementing green marketing strategies and effective distribution channel management to enhance the competitiveness of organic agriculture in Luwu Regency.
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