GREEN MARKETING INNOVATION, JOB PROTECTION, ACCOUNTING MENTALITY: BUSINESS VALUE FOR MICRO, SMALL AND MEDIUM ENTERPRISE (MSME)

Abstract

Micro, small, and medium enterprises (MSMEs) make the largest contribution to the economy of the people in Pekalongan. Business value is needed to maintain business continuity. MSME industrial centers are in Sentono market, Kauman village, Pesindon village, and Buaran area in Pekalongan, Indonesia. This research aims to provide empirical evidence of the relationship between green marketing innovation, job protection, and accounting mentality as moderating variables to increase business value. This research uses a quantitative approach, distributing questionnaires to MSMEs. The analysis techniques carried out include validity and reliability tests, as well as moderation regression. Green marketing innovation and job protection which is proxied by employment social security are able to create business value through the accounting mentality of MSME.