Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal West Science Interdisciplinary Studies The Eastasouth Journal of Social Science and Humanities
Usup Usup
Politeknik Tunas Pemuda Tangerang
Humanities Economics, Econometrics & Finance 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 Frans Sudirjo; 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 Impact of Digital Nomad Economy on Local Businesses Study of MSME Market Changes in Popular Destinations in Indonesia Nanang Qosim; Arief Yanto Rukmana; Usup Usup
The Eastasouth Journal of Social Science and Humanities Vol. 2 No. 02 (2025): The Eastasouth Journal of Social Science and Humanities (ESSSH)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esssh.v2i02.474

Abstract

This study examines the impact of the digital nomad economy on micro, small, and medium enterprises (MSMEs) in popular destinations in Indonesia, including Bali, Yogyakarta, and Lombok. Using a quantitative research approach, data were collected from 120 MSME owners and managers through a structured questionnaire measured on a 1-5 Likert scale. The findings, analyzed with SPSS version 25, reveal that the digital nomad economy creates significant opportunities for MSMEs, including revenue growth, an expanded customer base, and improved service quality. However, challenges such as increased competition, gentrification, and technological barriers were also identified. Regression analysis showed that adaptation strategies, customer engagement, and perceived challenges significantly influence business performance. This study underscores the need for capacity-building initiatives, inclusive growth policies, and enhanced access to technology to ensure sustainable benefits from the digital nomad economy for local MSMEs.
Co-Authors Arief Yanto Rukmana Frans Sudirjo Nanang Qosim Sudarsono .