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All Journal International Journal of Economy, Education and Entrepreneurship (IJE3) Jurnal Sosial, Politik dan Budaya (SOSPOLBUD)
Doni Wihartika
Pakuan University
Economics, Econometrics & Finance Education Social Sciences Other

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INTEGRATING EMOTIONAL INTELLIGENCE, SOCIAL INFLUENCE, AND VALUE ALIGNMENT IN SUSTAINABLE CONSUMER BEHAVIOR: EVIDENCE FROM GENERATION Z IN URBAN INDONESIA Rumna Rumna; Hari Gursida; Doni Wihartika
International Journal of Economy, Education and Entrepreneurship (IJE3) Vol. 6 No. 1 (2026): International Journal of Economy, Education and Entrepreneurship
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije3.v6i1.471

Abstract

This study examines the determinants of Sustainable Consumer Behavior (SCB) among Generation Z students in Bogor City, focusing on Emotional Intelligence (EI), Social Influence (SI), and Perceived Value Alignment (PVA). Using a quantitative, cross-sectional survey, 400 university students completed structured online questionnaires. Data were analyzed through SEM-PLS, assessing both measurement and structural models. Results indicate that Emotional Intelligence is the strongest predictor of SCB, followed by Perceived Value Alignment, while Social Influence exerts a smaller yet positive effect. The model explains 82.1% of the variance in SCB, demonstrating substantial predictive power. Discriminant validity assessments revealed high correlations among constructs, suggesting conceptual overlap. The study extends the Theory of Planned Behavior by integrating affective, value-based, and social dimensions in a post-digital context. Findings provide practical guidance for policymakers, marketers, and sustainability advocates in promoting sustainable consumption among digitally engaged youth
Sustainability Management in Gojek's Marketing Strategy: Impact on Brand Image and Customer Loyalty Veta Lidya Delimah Pasaribu; Reza Khairul Hadi; Doni Wihartika; Hari Gursida
Jurnal Sosial, Politik dan Budaya (SOSPOLBUD) Vol. 5 No. 1 (2026): January 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/sospolbud.v5i1.16138

Abstract

Sustainability has become an important issue in the modern business world. Companies are required not only to pursue economic profits but also to pay attention to social and environmental aspects. This study aims to analyze the implementation of sustainability management in Gojek's marketing strategy and its impact on brand image and customer loyalty. The research uses a qualitative descriptive method with a literature study approach. The analysis results show that Gojek has successfully integrated the Triple Bottom Line principles into marketing activities through environmentally friendly programs, driver partner empowerment, and sustainability communication. These initiatives have proven to strengthen the company's positive image and increase customer loyalty. However, challenges remain, especially in terms of implementation costs and the still low consumer awareness.
Co-Authors Hari Gursida Reza Khairul Hadi Rumna Rumna Veta Lidya Delimah Pasaribu