KESGI Memoderasi Hubungan Online Attention Dan Green Digital Marketing Perusahaan Hijau.

Anggit Suryopratomo; Ridwan Zulkifli; Atat Rosilpia

doi:10.37479/jeej.v8i3.35577

KESGI Memoderasi Hubungan Online Attention Dan Green Digital Marketing Perusahaan Hijau.

Anggit Suryopratomo, Ridwan Zulkifli, Atat Rosilpia

Abstract

This study examines the moderating role of firm ESG readiness (KESGI) in the relationship betweeb lagged online atttention and Green Digital Marketing Intensity (GDMI). Drawing from literature that informative online attention requires organizational credibility/capability to translate into action, this research uses balanced panel data from 14 Indonesian consumer non-cyclicals issuers over the 2021-2024 period (56 observation). Online was constructed using a PCA composite (Google Search RSV and web traffic log) and lagged by one period. The primary analysis employs a Panel Random Effects model with cluster robust SE. Key findings indicate: (i) the direct effect of lagged online attention on GDMI is not significant; however, (ii) the online attention x KESGI interaction term is positive and significant (β≈5,84; p<0,05). Robustness testing using Fractional Logit confirms that at high KESGI levels (+1 SD), the marginal effect of online attention becomes significantly positive (AME≈0,067; p<0,05). KESGI acts as a crucial signal absorption capacity, enabling firms to more effectively translate prior public online attention into higher GDMI. Practical implications emphasize increasing ESG readiness to maximize the impact of attention channel investments. Limitations include the short time horizon and small panel size.

Keywords

KESGI, Online Attention, GDMI, Moderasi

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DOI: https://doi.org/10.37479/jeej.v8i3.35577