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All Journal West Science Interdisciplinary Studies West Science Interdisciplinary Studies Investasi : Inovasi Jurnal Ekonomi Dan Akuntansi
Sudarsono , Sudarsono
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Humanities Economics, Econometrics & Finance Education Environmental Science Library & Information Science Social Sciences

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The Influence of Green Marketing Campaign, Sustainability Commitment, and Community-Based Marketing on Brand Preference in Bandung FMCG Sector Sudirjo, Frans; Sudarsono , Sudarsono; Usup, Usup
West Science Interdisciplinary Studies Vol. 3 No. 02 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i02.1691

Abstract

This study investigates the influence of Green Marketing Campaigns, Sustainability Commitments, and Community-Based Marketing on Brand Preference in the FMCG sector in Bandung, using a quantitative analysis approach. Data were collected from 150 respondents using a Likert scale (1-5) and analyzed with SEM-PLS 3. The results reveal that all three variables significantly impact Brand Preference, with Community-Based Marketing showing the strongest effect. Green Marketing Campaigns and Sustainability Commitments also demonstrate substantial positive influences. These findings highlight the growing consumer preference for brands that prioritize environmental responsibility, sustainability, and community engagement. Practical implications include the need for FMCG companies to integrate these elements into their marketing strategies to enhance consumer loyalty and brand positioning.
The Influence of Green Marketing Campaign, Sustainability Commitment, and Community-Based Marketing on Brand Preference in Bandung FMCG Sector Sudirjo, Frans; Sudarsono , Sudarsono; Usup, Usup
West Science Interdisciplinary Studies Vol. 3 No. 02 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i02.1691

Abstract

This study investigates the influence of Green Marketing Campaigns, Sustainability Commitments, and Community-Based Marketing on Brand Preference in the FMCG sector in Bandung, using a quantitative analysis approach. Data were collected from 150 respondents using a Likert scale (1-5) and analyzed with SEM-PLS 3. The results reveal that all three variables significantly impact Brand Preference, with Community-Based Marketing showing the strongest effect. Green Marketing Campaigns and Sustainability Commitments also demonstrate substantial positive influences. These findings highlight the growing consumer preference for brands that prioritize environmental responsibility, sustainability, and community engagement. Practical implications include the need for FMCG companies to integrate these elements into their marketing strategies to enhance consumer loyalty and brand positioning.
Penggunaan Metode RGEC Untuk Menilai Tingkat Kesehatan Bank Sebelum Dan Sesudah Merger Pada PT Bank Syariah Indonesia Ekastuti , Zaidatun; Salsabillah , Rully Salwa; Sudarsono , Sudarsono
INVESTASI : Inovasi Jurnal Ekonomi dan Akuntansi Vol. 2 No. 4 (2024): Artikel Penelitian
Publisher : Soratekno Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59696/investasi.v2i4.68

Abstract

Bank health assessment is an assessment of various aspects that affect the performance of a bank. The assessment can determine the level of bank health that is very healthy, healthy, fairly healthy, unhealthy or even unhealthy. The purpose of this study is to determine the health level of Bank Syariah Indonesia using the RGEC method before the merger, during the merger and after the merger. The object of this study is the assessment of bank health using the RGEC method. The data used is quantitative. The data sources obtained are secondary data in the form of financial reports published by the official website https://ir.bankbsi.co.id/. The method used is the Data Collection Method and Analysis Method using the Financial Services Authority Regulation Bank Indonesia Circular Letter No. 13/24/DPNP 2011. The results of this study indicate that the assessment before the merger in 2020, the average RGEC obtained was 86% with a very healthy rating. The merger in 2021, the average RGEC obtained was 91% with a very healthy rating. After the merger in 2022 and 2023, the average RGEC obtained was 91% with a very healthy rating. Based on the results of this study, it is recommended for Bank Syariah Indonesia to continue to maintain and improve the performance that has been achieved, and to conduct periodic evaluations of the implementation of the established business strategies.
Co-Authors Ekastuti , Zaidatun Frans Sudirjo Salsabillah , Rully Salwa Usup, Usup