The Influence of Green Marketing on Increasing Micro, Small Medium Enterprise (MSMEs) Income in Jatiagung Gumukmas Hamlet

The increasing trend of environmental awareness among consumers encourages Micro, Small Medium Enterprise (MSMEs) to adopt environmentally friendly practices in their business activities. This study aims to identify the effect of green marketing on increasing MSME income in Jatiagung Hamlet. This study uses a quantitative approach, data collection through a questionnaire with a 5-point Likert scale given to the entire population of 47 respondents. Statistical data processing uses SPSS to test validity, reliability, normality, and heteroscedasticity, as well as conducting hypothesis testing and simple linear regression. The results of the study indicate a significant effect of green marketing on increasing income (R² = 0.210)—with elements such as environmentally friendly products, easily accessible prices and locations, recyclable packaging, and sustainability-based promotions proven to increase consumer appeal and expand the market. These findings provide recommendations for MSMEs in Jatiagung Hamlet to continue optimizing the implementation of green marketing to improve their financial performance and business competitiveness.