Pemasaran Hijau, Pemasaran Relasional Dan Pemasaran Digital Terhadap Kinerja Bisnis Dimediasi Nilai Pelanggan Dan Orientasi Pasar = Green Marketing, Relationship Marketing and Digital Marketing On Business Performance Mediated By Customer Value and Market Orientation

ANDI MARLINAH. Green marketing, relationship marketing, and digital marketing on business performance are mediated by customer value and market orientation (guided by Dian Anggraece Sigit Parawansa, Nurdjanah Hamid, and Muhammad Ismail). Background. Many studies have examined green marketing, relationship marketing, and digital marketing separately on business performance, but how will it affect if these three strategies interact and synergize simultaneously in users of electric transportation modes. Purpose. This study aims to examine the influence of green marketing, relationship marketing, and digital marketing on business performance, green marketing, relationship marketing, digital marketing on customer value, green marketing, relationship marketing, digital marketing on market orientation, and the influence of customer value and market orientation on business performance. Method. This study uses a quantitative approach with a survey method. The population is a user of electric transportation modes in Makassar, with a sample of 120 respondents, using a purposive sampling method based on criteria. Data collection through a questionnaire using a google form. Data analysis used the SEM-PLS path analysis method, to test the relationships between variables. Result. Green marketing has no significant effect on business performance, relationship marketing has a significant effect on business performance, digital marketing does not have a significant effect on business performance, green marketing does not have a significant effect on customer value, relationship marketing has a significant effect on customer value, digital marketing has a significant effect on customer value, green marketing does not have a significant effect on market orientation, relationship marketing has a significant effect on market orientation, digital marketing has a significant effect on market orientation, customer value has a significant effect on business performance, and market orientation does not have a significant effect on business performance. Conclusion. The implementation of green marketing strategies has not been optimal in changing the perception of value and market orientation that has an impact on business performance reviewed from the perception of electric transportation mode users in the city of Makassar, even market orientation has not been able to play a role as a mediator for business performance.