PENGARUH ORIENTASI PELANGGAN, ORIENTASI PESAING, DAN BUDAYA ORGANISASI HIJAU TERHADAP KINERJA PEMASARAN: PERAN MEDIASI INOVASI HIJAU DAN KEUNGGULAN KOMPETITIF HIJAU DENGAN EFEK MODERATOR ORGANISASI PEMBELAJARAN PADA PERUSAHAAN PENGEMBANG PROPERTI DI JAWA TENGAH

PURNOMO, INDRO (2026) PENGARUH ORIENTASI PELANGGAN, ORIENTASI PESAING, DAN BUDAYA ORGANISASI HIJAU TERHADAP KINERJA PEMASARAN: PERAN MEDIASI INOVASI HIJAU DAN KEUNGGULAN KOMPETITIF HIJAU DENGAN EFEK MODERATOR ORGANISASI PEMBELAJARAN PADA PERUSAHAAN PENGEMBANG PROPERTI DI JAWA TENGAH. Doctoral thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to examine the effect of customer orientation, competitor orientation, and green organizational culture on green innovation and green competitive advantage, as well as their implications for marketing performance in property companies in Central Java. In addition, this study investigates the moderating role of learning organization in strengthening the relationship between market orientation and green innovation. The research employed a quantitative approach using survey methods. Data were collected from property developers in Central Java, which has become one of the strategic growth centers in Indonesia’s property industry. Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method was applied to test the hypotheses. The results reveal that customer orientation, competitor orientation, and green organizational culture positively and significantly influence both green innovation and green competitive advantage. Furthermore, green innovation and green competitive advantage significantly improve marketing performance. However, the moderating role of learning organization was found to be insignificant in the relationship between customer orientation and green innovation. Theoretically, these findings reinforce the Resource-Based View (RBV) perspective, emphasizing that internal capabilities and green culture are key drivers of sustainable competitive advantage. Practically, property developers should strengthen customer and competitor orientation, foster organizational culture that prioritizes environmental sustainability, and continuously implement green innovation to enhance competitiveness and long-term marketing performance.

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