The Influence of Sustainable Marketing Innovation, Corporate Social Responsibility, and Consumer Preferences on Purchasing Decisions in Jakarta

Authors

  • Frans Sudirjo Jurusan Manajemen, Fakultas Ekonomika dan Bisnis, Universitas 17 Agustus 1945 Semarang
  • Ilham Akbar Bunyamin Nusa Putra University
  • Rival Pahrijal Nusa Putra University

DOI:

https://doi.org/10.58812/wsshs.v2i04.835

Keywords:

Sustainable Marketing Innovation, Corporate Social Responsibility, Consumer Preferences, Purchasing Decisions, Jakarta, Indonesia

Abstract

This research investigates the impact of sustainable marketing innovation, corporate social responsibility (CSR), and consumer preferences on purchasing decisions among consumers in Jakarta, Indonesia. Through a quantitative approach, data were collected from 172 respondents and analyzed using structural equation modeling (SEM). The results indicate significant positive relationships between sustainable marketing innovation, CSR, consumer preferences, and purchasing decisions. Specifically, sustainable marketing innovation and CSR were found to positively influence consumer preferences and subsequently impact purchasing decisions. These findings underscore the importance of sustainability and social responsibility in shaping consumer behavior and highlight the need for businesses to align their marketing strategies with consumer values to drive positive purchasing behavior. The study contributes to the existing literature on sustainable consumption and provides practical insights for businesses operating in emerging markets like Jakarta.

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Published

2024-04-30

How to Cite

Sudirjo, F., Bunyamin, I. A., & Pahrijal, R. (2024). The Influence of Sustainable Marketing Innovation, Corporate Social Responsibility, and Consumer Preferences on Purchasing Decisions in Jakarta. West Science Social and Humanities Studies, 2(04), 610–620. https://doi.org/10.58812/wsshs.v2i04.835

Issue

Vol. 2 No. 04 (2024): West Science Social and Humanities Studies

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Articles

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Copyright (c) 2024 Frans Sudirjo, Ilham Akbar Bunyamin, Rival Pahrijal

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