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Digital Green Strategies Driving Sustainable Competitive Advantage in Agripreneurial SMEs

Aptisi Transactions on Technopreneurship (ATT) · Vol. 8 No. 3 (2026) · hlm. 966–979

DOI
10.34306/att.v8i3.858
ISSN
2656-8888, 2655-8807
Terbit
2026-09-07
Penerbit
Pandawan
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

Achieving Sustainable Competitive Advantage (SCA) for green agricultural products in demanding international markets, particularly Europe, requires strategic integration beyond conventional marketing approaches. Although green branding and digital marketing have been widely recognized, the synergistic mechanism through which digital strategies, green value propositions, and market penetration collectively strengthen SCA remains underexplored. This study aims to develop and validate an integrated model that explains how Digital Traffic Management, Green Product Value, and Market Penetration contribute to SCA while supporting sustainability-oriented business growth. This study employs Structural Equation Modeling (SEM) because it provides stronger analytical robustness than conventional regression through latent variable estimation, construct validation, and comprehensive goodness-of-fit evaluation. The \textbf{findings} show that Market Penetration is the strongest predictor of SCA (β = 0.44), indicating that market expansion through digital channels significantly enhances long-term competitiveness. The results also reveal a positive reinforcement cycle between Green Product Value and SCA, demonstrating a virtuous loop of continuous improvement, digital adaptability, and green competitiveness. Furthermore, Market Penetration and Digital Traffic Management support SDG 8, SDG 9, and SDG 17 by encouraging sustainable economic growth, technology-based innovation, collaborative business ecosystems, and stronger digital partnerships for SMEs. This study provides a robust empirical foundation and strategic blueprint for SMEs, policymakers, and digital marketers to enter and grow in international markets while strengthening sustainable competitiveness and contributing meaningfully to a greener future.

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  • Universitas Raharja
  • Indonesia Open University
  • Satya Wacana Christian University
  • Universitas Yarsi Pratama
  • Universitas Gadjah Mada
  • Universitas Banten Jaya
  • Graphic Era Hill University
  • Organisasi lain
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Rekan penulisOrganisasiArtikel bersama
Untung RahardjaUniversitas Raharja12
Qurotul AiniUniversitas Raharja4
Sutarto WijonoSatya Wacana Christian University4
Hindriyanto Dwi PurnomoSatya Wacana Christian University3
Indri HandayaniUniversitas Raharja2
Fitra Putri OgandaUniversitas Raharja2
Aditya MardiansyahUniversitas Raharja2
Agung RizkyUniversitas Raharja2
Nuke Puji Lestari SantosoUniversitas Raharja2
Sudaryono SudaryonoUniversitas Gadjah Mada1
Firman HanafiUniversitas Raharja1
Sudaryono SudaryonoUniversitas Banten Jaya1
Rochmawati RochmawatiUniversitas Raharja1
Irwan SembiringSatya Wacana Christian University1
Iwan SetyawanSatya Wacana Christian University1
Adi SetiawanSatya Wacana Christian University1
Sulistio SulistioUniversitas Raharja1
Selly Anastassia Amellia KharisIndonesia Open University1
Fauzan Ihza FajarIndonesia Open University1
Tuti NurhaeniUniversitas Raharja1
Ankur SinghGraphic Era Hill University1
Widya FebrianiUniversitas Raharja1
Marviola Grace HardiniUniversitas Raharja1
Irma ShantilawatiUniversitas Ichsan Gorontalo1
Jihan ZanubiyaAfiliasi tidak diketahui1
Fajriannoor FananiState University of Semarang1
Henrik Jeldtoft JensenAfiliasi tidak diketahui1
Shofiyul MillahUniversitas Raharja1
Muhammad Rehan AnwarUniversity of Agriculture Faisalabad1
Dhea Ayunanda AstrietaUniversitas Yarsi Pratama1
Viedya WildanUniversitas Yarsi Pratama1
Hasta SulistyaningrumUniversitas Yarsi Pratama1
Eka Dian AstutiUniversitas Raharja1
Mardiana MardianaLampung University1
Rivialdo Sultan SagaUniversitas Raharja1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Digital Green Strategies Driving Sustainable Competitive Advantage in Agripreneurial SMEs</dc:title>
	<dc:creator xml:lang="en">Andriyansah, Andriyansah</dc:creator>
	<dc:creator xml:lang="en">Fatimah, Fatia</dc:creator>
	<dc:creator xml:lang="en">Nurunisa, Venty Fitriany</dc:creator>
	<dc:creator xml:lang="en">Lutfiani, Ninda</dc:creator>
	<dc:creator xml:lang="en">Perez, Carlos</dc:creator>
	<dc:subject xml:lang="en">Market Penetration Traffic</dc:subject>
	<dc:subject xml:lang="en">Green Competitive Position</dc:subject>
	<dc:subject xml:lang="en">Reciprocal of Value Product</dc:subject>
	<dc:subject xml:lang="en">Sustainable Competitive</dc:subject>
	<dc:subject xml:lang="en">Social Media Technology</dc:subject>
	<dc:description xml:lang="en">Achieving Sustainable Competitive Advantage (SCA) for green agricultural products in demanding international markets, particularly Europe, requires strategic integration beyond conventional marketing approaches. Although green branding and digital marketing have been widely recognized, the synergistic mechanism through which digital strategies, green value propositions, and market penetration collectively strengthen SCA remains underexplored. This study aims to develop and validate an integrated model that explains how Digital Traffic Management, Green Product Value, and Market Penetration contribute to SCA while supporting sustainability-oriented business growth. This study employs Structural Equation Modeling (SEM) because it provides stronger analytical robustness than conventional regression through latent variable estimation, construct validation, and comprehensive goodness-of-fit evaluation. The \textbf{findings} show that Market Penetration is the strongest predictor of SCA (β = 0.44), indicating that market expansion through digital channels significantly enhances long-term competitiveness. The results also reveal a positive reinforcement cycle between Green Product Value and SCA, demonstrating a virtuous loop of continuous improvement, digital adaptability, and green competitiveness. Furthermore, Market Penetration and Digital Traffic Management support SDG 8, SDG 9, and SDG 17 by encouraging sustainable economic growth, technology-based innovation, collaborative business ecosystems, and stronger digital partnerships for SMEs. This study provides a robust empirical foundation and strategic blueprint for SMEs, policymakers, and digital marketers to enter and grow in international markets while strengthening sustainable competitiveness and contributing meaningfully to a greener future.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2026-09-07</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://att.aptisi.or.id/index.php/att/article/view/858</dc:identifier>
	<dc:identifier>10.34306/att.v8i3.858</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 8 No. 3 (2026): November; 966-979</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 8 No 3 (2026): November; 966-979</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v8i3</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/858/537</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Andriyansah, Fatia Fatimah, Venty Fitriany Nurunisa, Ninda Lutfiani, Carlos Perez</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>