The Role of Modern Marketing Implementation in Enhancing the Competitiveness of Coastal MSMEs through Seafood Waste Utilization: A Green Marketing Perspective

This study examines the role of modern marketing implementation in enhancing the competitiveness of coastal MSMEs through the utilization of seafood waste. A quantitative approach using SEM-PLS was employed on 85 coastal MSMEs engaged in seafood processing. The findings reveal that modern marketing has a significant positive effect on MSME competitiveness (β = 0.42, p < 0.001), which supports previous studies emphasizing the role of digital marketing in expanding market reach and improving firm performance. Furthermore, seafood waste-based innovation also demonstrates a significant positive influence on competitiveness (β = 0.36, p < 0.001), indicating that transforming waste into value-added products can enhance differentiation and economic value, consistent with the principles of the circular economy. In addition, innovation is found to partially mediate the relationship between modern marketing and competitiveness, suggesting that marketing capabilities not only directly improve performance but also indirectly strengthen it through innovation development. Overall, these findings highlight the importance of integrating digital marketing and green marketing strategies with sustainable resource utilization practices to strengthen the competitiveness of coastal MSMEs in an increasingly competitive and environmentally conscious market.