This study aims to test the variables of green marketing, innovation, and ethics towards business performance. This study employs a quantitative approach with a survey method, with the population of the study consisting of all visitors who had visited ecotourism in Indonesia prior to the COVID-19 pandemic. This study’s sampling technique used is purposive sampling. The sample consisted of 24 samples, which were determined using the Machin formula with 30 sample details. The Likert scale is used in the measurement scale, with the options being strongly agree (5), agree (4), neutral (3), disagree (2), and strongly disagree (1). This study’s analysis consisted of descriptive analysis and verification analysis using SEM PLS. Path analysis is used to calculate the influence of strategies like green marketing, innovation, and ethics on business performance. The total respondents who became the sample in this study were 25 people. The results showed that the research model developed in this study was proven to strengthen theoretical concepts in the field of management after being tested using the Structural Equation Model (SEM). The concept can be used as a reference by other scholars. It is hoped that, as a result of these findings, management research will be realized that is mutually sustainable and synergistic for the company in supporting the improvement of business performance, enabling the accomplishment of all of the organization's goals.
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