Influence of Market Orientation and Green Innovation to Performance Mediated by Entrepreneurial Insights: Case in Furniture MSMEs

Miftaul Jannah, Sabihaini Sabihaini

Abstract


The purpose of this study is to determine the role of entrepreneurial insight in mediating the influence of market orientation and green innovation on performance. The object of this research is the Furniture UMKM in Kapanewon Dlingo, Bantul, Yogyakarta with research samples of 84 MSMEs furniture that have made green innovations. The method used to analyze data is PLS-SEM. The results of this study indicate that green innovation has a significant effect on performance and entrepreneurial insights, market orientation has a significant effect on performance and entrepreneurial insights, and entrepreneurial insights affect performance. Entrepreneurship insights does not mediate the effect of green innovation on performance, and entrepreneurial insight also does not mediate the influence of market orientation on performance.

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