Pengaruh Green Entrepreneurial Orientation Terhadap Niat Berwirausaha Berkelanjutan (Studi Empiris pada UMKM di Daerah Istimewa Yogyakarta)
DOI:
https://doi.org/10.62337/jsse.v4i1.74Keywords:
Bisnis, Wirausaha, UMKM, TransformasiAbstract
Penelitian ini bertujuan menginvestigasi transisi UMKM menuju model bisnis berkelanjutan dengan menguji pengaruh Green Entrepreneurial Orientation (GEO) terhadap Sustainable Entrepreneurial Intention (EI), secara langsung maupun melalui peran mediasi Business Model Innovation (BMI) dan Green Attitude (GA). Selain itu, penelitian ini menguji efek moderasi sektor industri, usia usaha, dan tingkat pendidikan terhadap jalur hubungan tersebut. Menggunakan metode kuantitatif eksplanatori melalui pendekatan Structural Equation Modeling-Partial Least Square (SEM-PLS) berbantuan SmartPLS 4.0, data dikumpulkan dari 102 pemilik UMKM di Daerah Istimewa Yogyakarta (DIY) dengan teknik purposive sampling. Hasil analisis membuktikan bahwa GEO berpengaruh positif dan signifikan terhadap EI, serta BMI dan GA terbukti secara sah menjadi mediator komplementer. Lebih lanjut, temuan baru menunjukkan bahwa sektor industri manufaktur/agribisnis, entitas bisnis yang lebih mapan, dan tingkat pendidikan pemilik yang tinggi secara signifikan memperkuat model transformasi wirausaha berkelanjutan ini. Temuan ini mengimplikasikan bahwa penguatan orientasi kewirausahaan hijau melalui inovasi model bisnis dan sikap ramah lingkungan dapat mempercepat transformasi keberlanjutan UMKM serta menjadi dasar perumusan kebijakan pembangunan berkelanjutan.
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