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All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Jurnal Manajemen dan Bisnis Indonesia Al-Muzara'ah Jurnal Analisis Bisnis Ekonomi SENTRALISASI Jurnal Bisnis dan Akuntansi Dinasti International Journal of Management Science Jurnal Pengabdian Masyarakat Bumi Raflesia Bisman (Bisnis dan Manajemen): The Journal of Business and Management SOLUSI Dinasti International Journal of Digital Business Management Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia AMAR (Andalas Management Review) ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Jurnal Locus Penelitian dan Pengabdian Jurnal Cakrawala Ilmiah Formosa Journal of Applied Sciences (FJAS) Jurnal Lemhannas RI Community Services and Social Work Bulletin DEDIKASI : Jurnal Pengabdian Kepada Masyarakat International Journal of Indonesian Business Review Journal of Indonesia Marketing Association Journal of Sustainable Economic and Business Jurnal Analisis Bisnis Ekonomi Proceeding International Annual Conference Economics, Management, Business, and Accounting
Arief Bowo Prayoga Kasmo
Universitas Mercu Buana
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Analysis of Sustainable Marketing Dimensions on Purchase Intention: Social, Environmental, Economic, and Cultural Responsibility (A Study of Prospective Electric Vehicle Consumers in Jakarta) Aldo Esa Kusuma; Arief Bowo Prayoga Kasmo
Journal of Sustainable Economic and Business Vol. 3 No. 1 (2026): Journal of Sustainable Economic and Business (JOSEB)
Publisher : ARE Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70550/joseb.v3i1.330

Abstract

Objectives: Electric vehicles have been promoted as a sustainable transportation solution; however, consumer purchase intention in Jakarta remains relatively low, indicating a gap between sustainability policies and actual consumer behavior. This study aims to analyze the effect of sustainable marketing dimensions—social, environmental, economic, and cultural responsibility—on prospective consumers’ intention to purchase electric vehicles. Methodology: This research adopts a quantitative approach using a survey method. Data were collected through an online questionnaire from 217 respondents selected using purposive sampling, consisting of prospective EV consumers aged 20–40 years, residing in Jakarta, and familiar with electric vehicles. The collected data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.14 to examine the direct effects of sustainable marketing dimensions on purchase intention. Findings: The results indicate that social, environmental, economic, and cultural responsibility all have a positive and significant effect on purchase intention. Economic and environmental responsibility exert the strongest influence, while social and cultural responsibility also positively contribute by fostering moral attachment, trust, and alignment with societal norms. Conclusion: Purchase intention toward electric vehicles in Jakarta is shaped by multiple dimensions of sustainable marketing. Effective strategies to encourage adoption should integrate economic, environmental, social, and cultural initiatives to enhance perceived value, trust, and cultural alignment. This highlights the importance of a holistic sustainable marketing approach rather than focusing solely on incentives or technical features. Keywords: Sustainable marketing; Social responsibility; Environmental responsibility; Economic responsibility; Purchase intention.
MENINGKATKAN KETERAMPILAN PEMASARAN DIGITAL BAGI ANGGOTA PERTUBUHAN MASYARAKAT INDONESIA (PERMAI) PULAU PINANG MALAYSIA: Meningkatkan Keterampilan Pemasaran Digital untuk Anggota Pertubuhan Masyarakat Indonesia (PERMAI) Pulau Pinang, Malaysia Arief Bowo Prayoga Kasmo; Heliantono Heliantono; Diah Fistiani Sukardiman; Khozaeni bin Rahmad
Jurnal Pengabdian Masyarakat Bumi Rafflesia Vol. 7 No. 2 (2024): Agustus : Jurnal Pengabdian Kepada Masyarakat Bumi Raflesia
Publisher : Universitas Muhammadiyah Bengkulu

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Abstract

The Indonesian Community Organization (PERMAI) in Penang, Malaysia, supports a diverse array of MSMEs known for their high-quality food, beverages, and handicrafts. To sustain their growth, these MSMEs must embrace digital marketing. Currently, many rely on outdated manual methods and have limited exposure to digital tools, which hinders their market reach and strategic optimization. In today’s digital age, mastering digital marketing is essential for these businesses to remain competitive and unlock their full potential. The program focuses on three primary goals: (1) Skill Development: Empower MSME entrepreneurs with key digital marketing skills, such as SEO, social media marketing, content creation, and data analytics; (2) Technology Integration: Transition MSMEs from manual to digital marketing systems, enabling effective use of digital tools and platforms; (3) Competitive Edge: Enhance the competitiveness of MSMEs in Penang by equipping them with the knowledge and skills to implement impactful digital marketing strategies. Targeted outcomes include hosting hands-on workshops tailored to MSME needs, providing ongoing support and mentorship, and sharing success stories and best practices through scientific publications and media. By addressing the need for digital marketing skills and setting clear goals, this program aims to boost the digital marketing capabilities of MSMEs in Penang, ensuring their sustained growth and competitive edge.Keywords: Digital Marketing; MSMEs; Technology Integration
Co-Authors Achmad Jamil Adhy Purnama Adhy Purnama, Adhy Aldo Esa Kusuma Ali Hanafiah Andini Rahmadina Arif Budi Santoso Arinah Nurullita Mawaddah Asep Hendra Prakasa Charlie Bernando Halomoan Samosir Diah Fistiani Sukardiman Diah Fistiani Sukardiman Ditra Krahara, Yuwan Eneng Fitri Zakiyah Erna Setiany Heliantono Heliantono Hirdinis Mansyur Idris Idris Idris Idris Immawati, Siti Asriah Jamal, Farkhan Najisurya Jumarno, Jumarno Khahfi, Aqmal Muhammad Khozaeni bin Rahmad Lucky Nugroho Maria Maria Masfufatun Nur Meisya Putri Milawati Mohamad Rohadi Muhammad Raafi Hillal Atha'Ullah Azmi Novena Ulita Oktovani, Theresia Oteino, Ojatta Dominic Rahmadina, Andini Rajut Prasetya Ravel Setyo Bintoro Rina Astini Riska Jayanti Rizki Briandana Safitri, Yolanda Santo , Vianty Adelli Setyo Riyanto Sukarmi Sukarmi Sukarmi Sukarmi, Sukarmi Suparno, Joko Surender Mor Syifa Fauziah Tafiprios Tafiprios Ubedullah Memon Unang Toto Handiman Yananto Mihadi Putra Yenny Dwi Handayani Yolanda Safitri Yugita, Tesa Uci Yuhasril Yuhasril Yuli Harwani