The Role of Modern Marketing Implementation in Enhancing the Competitiveness of Coastal MSMEs through Seafood Waste Utilization: A Green Marketing Perspective

Authors

  • Erika Nurmatriani Department of Management, Faculty of Economics, Sangga Buana University, Indonesia
  • Santo Dewatmoko Department of Management, Faculty of Social and Humanities, Taruna Bakti University, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v7i4.6740

Keywords:

Modern Marketing, Seafood Waste, SEM-PLS, Competitiveness, Green Marketing

Abstract

This study examines the role of modern marketing implementation in enhancing the competitiveness of coastal MSMEs through the utilization of seafood waste. A quantitative approach using SEM-PLS was employed on 85 coastal MSMEs engaged in seafood processing. The findings reveal that modern marketing has a significant positive effect on MSME competitiveness (β = 0.42, p < 0.001), which supports previous studies emphasizing the role of digital marketing in expanding market reach and improving firm performance. Furthermore, seafood waste-based innovation also demonstrates a significant positive influence on competitiveness (β = 0.36, p < 0.001), indicating that transforming waste into value-added products can enhance differentiation and economic value, consistent with the principles of the circular economy. In addition, innovation is found to partially mediate the relationship between modern marketing and competitiveness, suggesting that marketing capabilities not only directly improve performance but also indirectly strengthen it through innovation development. Overall, these findings highlight the importance of integrating digital marketing and green marketing strategies with sustainable resource utilization practices to strengthen the competitiveness of coastal MSMEs in an increasingly competitive and environmentally conscious market.

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Published

2026-05-20

How to Cite

Nurmatriani, E., & Dewatmoko, S. (2026). The Role of Modern Marketing Implementation in Enhancing the Competitiveness of Coastal MSMEs through Seafood Waste Utilization: A Green Marketing Perspective. Dinasti International Journal of Education Management and Social Science, 7(4), 4041–4053. https://doi.org/10.38035/dijemss.v7i4.6740

Issue

Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April - May 2026)

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Articles

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Copyright (c) 2026 Erika Nurmatriani, Santo Dewatmoko

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