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All Journal JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) BERDAYA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat
Bustami, Debby Kania
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health Social Sciences

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Orientasi Pemasaran Hijau dan Kemasan Ramah Lingkungan Menuju Tujuan Pembangunan Berkelanjutan: Studi Empiris Konsumen Makanan Organik di Kota Bandung Rustam, Triana Ananda; Ain, Ananda Mellyssa Quratul; Bustami, Debby Kania
JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Vol 14 No 1 (2025): Volume 14 Nomor 1 Tahun 2025
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/jimupb.v14i1.10970

Abstract

This study examines the impact of green marketing orientation and eco-packaging on sustainable consumption behavior among organic food consumers in Bandung. The research investigates six dimensions of green marketing orientation (green product orientation, green promotion orientation, and green ethical commitment) and three dimensions of eco-packaging (material sustainability, packaging functionality, and environmental information on packaging). Data were collected from 120 respondents who had purchased organic food products using a structured questionnaire. Multiple linear regression analysis was conducted to test the proposed hypotheses. The results reveal that green product orientation, green promotion orientation, green ethical commitment, material sustainability, and environmental information on packaging significantly influence sustainable consumption behavior. However, packaging functionality did not show a significant effect. These findings highlight the importance of product-related sustainability attributes, ethical communication, and eco-friendly packaging in influencing consumer behavior. The study contributes to the literature by providing empirical evidence from an Indonesian urban context and offers insights for businesses to enhance their sustainability strategies.
Akselerasi Pemasaran Digital UMKM Produk Bayi Melalui Integrasi Branding, Strategi Konten, Live streaming, dan Optimasi Marketplace di Bandung Wiryawan, I Gusti Ngurah Dwi; Bustami, Debby Kania; Sulaiman, Muhammad; Siahaan, Meylin; Fauziah, Mifta; Maula, Min Hatul; Maulana, Muhammad Rizky
BERDAYA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat Vol 8 No 2 (2026)
Publisher : LPMP Imperium

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36407/berdaya.v8i2.1834

Abstract

Changes in consumer behavior in the digital space require micro, small, and medium enterprises (MSMEs) to manage marketing activities in a more structured and integrated manner. This community service program aimed to strengthen the digital marketing of a baby product MSME through the integration of branding, content strategy, live streaming, and marketplace optimization. The method employed was a participatory approach with gradual interventions, including initial diagnosis, strategy design, implementation, monitoring, and evaluation. The results showed improvements in brand identity, clearer functions of each digital channel, increased content consistency, and the effective use of live streaming as a medium for interaction and consumer trust-building. The intervention also positively affected sales performance. Average monthly revenue increased from IDR 289,212 to IDR 1,259,342, while the number of products sold rose from 12 to 79 units per month. It can be concluded that the integration of branding, content, live streaming, and marketplace optimization was able to enhance digital visibility, strengthen consumer trust, and increase sales conversion for the baby product MSME. In addition, the program helped the business partner establish a clearer operational foundation for managing digital promotion activities.
Co-Authors Ain, Ananda Mellyssa Quratul fauziah, Mifta Maula, Min Hatul Maulana, Muhammad Rizky Muhammad Sulaiman Rustam, Triana Ananda Siahaan, Meylin Wiryawan, I Gusti Ngurah Dwi