Verification and Exploration of Green Business-Based Handicraft Product Innovation at Purnama Shop Central Lombok

Santoso, Dzulham Pratama Julistiono (2025) Verification and Exploration of Green Business-Based Handicraft Product Innovation at Purnama Shop Central Lombok. Masters thesis, Politeknik Negeri Bali.

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Abstract

This research aims to verify and explore green business-based handicraft product innovations in Purnama Shop Central Lombok. The research method uses a mixed method with a sequential explanatory design. The quantitative stage was carried out through the distribution of questionnaires to 80 customers and analyzed with multiple linear regression to see the influence of green inputs, green processes, green products, and green marketing on customer experience. The qualitative stage is carried out through in-depth interviews, observations, and focus group discussions with owners, managers, academics, customers, and the media, then analyzed through reduction, coding, categorization, and thematization. The results of the study show that the implementation of green business has a positive impact on product quality, customer trust, and market competitiveness. The use of natural raw materials, environmentally friendly processes, and sustainable packaging is considered to increase the functional and symbolic value of the product. The integration of green innovation with marketing strategies also drives market expansion and strengthens brand positioning. This research produces a green business-based handicraft innovation model that combines ecological responsibility, cultural preservation, and business sustainability. This research enriches the study of green business and handicraft innovation in SMEs, while practically providing guidance for business actors, policy makers, and educational institutions in implementing sustainable strategies.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Green business, Handicraft innovation, Small Medium Enterprise
Subjects:	Ilmu Sosial Humaniora > Ilmu Sosial
Divisions:	Jurusan Pariwisata > Prodi S2 Perencanaan Pariwisata > Tesis
Depositing User:	Dzulham Pratama Julistiono S
Date Deposited:	16 Sep 2025 05:24
Last Modified:	16 Sep 2025 05:24
URI:	https://repository.pnb.ac.id/id/eprint/21210

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