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All Journal JURISMA: Jurnal Riset Bisnis & Manajemen Jurnal Ilmu Politik dan Komunikasi
Dadang Supriatna
International Women University
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Sustainable Purposed Marketing on Brand Loyalty, Competitive Advantage, and Customer Loyalty Dadang Supriatna; Dadang Munandar; Putut Raka Santosa
JURISMA : Jurnal Riset Bisnis & Manajemen Vol. 16 No. 1: April 2026
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jurisma.v16i1.20124

Abstract

The goals of this study are to know the influence of sustainable and purpose driven marketing on brand loyalty and its impact on competitive advantage and customer loyalty. Researchers use a quantitative approach and survey method. Respondents as much as 96 persons, drawn from the population used Cochran Formula, are the consumers of Major Indonesian Online Shops, such as Shopee, Lazada, Tokpedia and Bukalapak in Bandung City. Results of the study are as follows: First, Sustainability and Purpose Driven Marketing affects significantly Brand Loyalty simultaneously. Second, Sustainability affects significantly Brand Loyalty partially. Third, Purpose Driven Marketing affects significantly Brand Loyalty partially. Fourth, Brand Loyalty affects significantly Competitive Advantage partially. Fifth, Brand Loyalty affects significantly Customer Loyalty partially. Sixth, Sustainability and Purpose Driven Marketing affects significantly Competitive Advantage through Brand Loyalty simultaneously. Seventh, Sustainability affects significantly Competitive Advantage through Brand Loyalty. Eighth Purpose Driven Marketing affects significantly Competitive Advantage through Brand Loyalty. Ninth, Sustainability and Purpose Driven Marketing affects significantly Customer Loyalty through Brand Loyalty simultaneously. Tenth, Sustainability affects significantly Customer Loyalty through Brand Loyalty partially. Eleventh, Purpose Driven Marketing affects significantly Customer Loyalty through Brand Loyalty partially. Keywords: sustainability; purpose driven marketing; brand loyalty; competitive advantage; customer loyalty
Peran Komunikasi Bisnis dalam Strategi Pemasaran Guna Meraih Pertumbuhan Bisnis Jangka Panjang yang Berkelanjutan Dadang Munandar; Dadang Supriatna; Triyani; Marliana B.Winanti
JIPSI Jurnal Ilmu Politik dan Komunikasi Vol 16 No 1 (2026): JIPSi : Jurnal Ilmu Politik dan Komunikasi
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jipsi.v16i1.19598

Abstract

Tujuan penelitian ini adalah untuk mengetahui peran komunikasi bisnis dalam strategi pemasaran guna meraih pertumbuhan bisnis jangka panjang yang berkelanjutan di antara perusahaan e-commerce utama di Indonesia. Dalam penelitian ini, penulis menggunakan metode berikut: a) Pengumpulan data sekunder sistematis, b) Studi literatur, dan c) Meta-analisis. Temuan penelitian ini adalah: a) Jumlah pengunjung di toko online semakin meningkat; b) Tren dan data utama menunjukkan pertumbuhan basis pengguna yang meningkat; c) Statistik e-commerce utama menunjukkan volume e-commerce meningkat dari waktu ke waktu; d) Metode dan perangkat pembayaran e-commerce Indonesia meliputi dompet digital, transfer bank, kartu kredit, beli sekarang bayar nanti, kartu debit, dan pembayaran tunai saat pengiriman; e) Kategori produk meliputi fesyen dan aksesoris, kesehatan dan kecantikan, peralatan rumah tangga, makanan, gadget dan aksesoris; e) Peringkat keenam popularitas adalah Shopee, Tik Tok Shop, Blibli, dan Lazada; dan f) komunikasi bisnis yang efektif dapat meningkatkan pertumbuhan bisnis jangka panjang yang berkelanjutan.
Co-Authors Dadang Munandar Marliana B.Winanti Putut Raka Santosa Triyani