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All Journal INTEGRALISTIK Syntax Literate: Jurnal Ilmiah Indonesia Ilomata International Journal of Management Ilomata International Journal of Management Ilomata International Journal of Social Science MIMBAR : Jurnal Sosial dan Pembangunan Journal of Communication and Public Relations (JCPR)
Deddy Muharman, Deddy
jurusan komunikasi, stikom LSPR
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Sustainable Consumer Purchasing Behavior as a Result of Kopi Kenangan's Sustainable Business Practices Muharman, Deddy; Chair , Ahmad Achdan; Arifin , Farah Dewi
Ilomata International Journal of Social Science Vol. 6 No. 1 (2025): January 2025
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v6i1.1449

Abstract

The coffee industry has become one of the sectors receiving increasing attention in the context of sustainability, both from environmental and social perspectives. As awareness grows about the importance of sustainability, consumer purchasing behavior towards coffee brands has also become a primary focus of research. This study builds upon previous research titled "Sustainable Business of Kopi Kenangan as a Startup Company in Improving the Company's Reputation and Competitiveness." This prior study, completed in 2024, concluded that sustainable business is a crucial strategy for startups to enhance reputation and competitiveness. Kopi Kenangan serves as a successful example of a startup that has integrated sustainable business practices, achieving notable success. The importance of sustainable business in boosting a startup's reputation and competitiveness is emphasized by financial and strategic benefits such as cost savings, increased productivity, improved reputation, and greater competitiveness. This study, as a continuation, explores how sustainable business is viewed from the perspective of one of the company's stakeholders: consumers. According to a 2023 Nielsen survey, 75% of respondents indicated that they are more likely to choose products from companies with clear and measurable sustainability programs, while 68% of respondents consider ESG (Environmental, Social, and Governance) factors in their purchasing decisions. The current research focuses on Kopi Kenangan, a company facing increasingly fierce competition in the coffee industry. Therefore, the question arises as to how consumer purchasing behavior towards the Kopi Kenangan brand is influenced by sustainability aspects. This study will attempt to answer whether consumers are more likely to choose brands that demonstrate a commitment to environmental and social well-being and how factors such as environmental awareness, social justice, and corporate transparency influence consumer purchasing preferences.
Experiential Marketing Dalam Memasarkan Inovasi Produk Personalized Hanger Bellicimo Silvia, Caroline; Herwien, Kansha Sabila Fithri; Muharman, Deddy
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (183.999 KB) | DOI: 10.36418/syntax-literate.v8i12.10606

Abstract

Gaya hidup masyarakat modern yang dipengaruhi perkembangan tren menciptakan tantangan bagi pelaku bisnis dalam hal metode komunikasi pemasaran untuk menjual produk dan jasa yang mereka tawarkan. Situasi ini membuat pelaku bisnis memusatkan perhatian kepada pasar yang sekarang berorientasi kepada pelanggan dan konsumen, serta memadukan berbagai metode komunikasi agar mereka dapat mencapai tujuan bisnisnya. Penelitian ini memiliki tujuan untuk mengetahui pengaruh Experiential Marketing terhadap penyampaian pesan dari Bellicimo terkait produk yang mereka tawarkan. Menggunakan metode penyampaian informasi produk atau jasa kepada konsumen dengan melibatkan mereka melalui komunikasi dua arah yang membawa kepribadian mereka pada kehidupan konsumen untuk berkembang dan menambah nilai produk. Metode penelitian yang digunakan dalam penelitian ini adalah kualitatif dengan metode pengumpulan data primer melalui wawancara dengan Yolanda Silvia sebagai narasumber utama dan sekunder dari data kepustakaan. Hasil dari penelitian ini menunjukan bahwa Experiential Marketing berpengaruh positif terhadap hanger Bellicimo yang terindikasi oleh Sense, Feel, Think, Act yang membuat konsumen dan audiens menerima respon emosional dari pesan yang disampaikan Bellicimo melalui produknya.
Co-Authors Arifin , Farah Dewi Catherina, Casey Chair , Ahmad Achdan Felicia, Messy Herwien, Kansha Sabila Fithri Mashuri, Fath Muhammad Fath Mashuri Nabila Putri, Renita Naori, Erin Arita Siahaan, Tunggul Silvia, Caroline Talia, Mei Viananda, Werra Triokta