Salsa Winna Widya Parawangsa (2023). The Influence of Green MarketingandProductQualityonCompetitiveAdvantages ofNaturalDyesSasiranganFabrics.(StudyatSMILinsGalleryinBanjarmasin).Advisor:HastinUmiAnisah.

In this study, competitive advantage is a company's strategy in creatingmore value than its competitors, to dominate the same money market. In previousresearch, it is known that there is an influence of green marketing and productquality on competitive advantage. This research is conducted to (1) analyze theeffect of green marketing on competitive advantage and (2) analyze the effect ofproductquality on competitive advantage.

This research is causal research with quantitative methods. The population inthis study is unknown. Determination of the acceptance of the sample in this studyusing purposive sampling, using the Roscoe formula, namely as many as 100respondents. Data has been collected through a questionnaire and analyzed usingSEM-PLS(StructuralEquationModeling-PartialLeastSquare)analysistechniques.

Theresultsofthisstudyshowthefollowing:(1)Greenmarketinghas apositive and significant effect on competitive advantage, and (2) product qualityhasapositiveand significanteffect on competitiveadvantage.

Keywords:CompetitiveAdvantage,GreenMarketing,ProductQuality