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Ika Febrilia
Universitas Negeri Jakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Journal of Applied Data Sciences

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Applied Data Science for Sustainability Marketing: Evidence from Structural Equation Modeling of Organic Product Consumers Wibowo, Setyo Ferry; Monoarfa, Terrylina Arvinta; Sholikhah, Sholikhah; Sumarwan, Ujang; Febrilia, Ika
Journal of Applied Data Sciences Vol 7, No 1: January 2026
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v7i1.1047

Abstract

The global demand for organic products reflects increasing awareness of sustainability in consumer behavior, especially in emerging markets such as Indonesia. Despite this growing trend, limited studies have applied data science approaches to model behavioral relationships within sustainability marketing. This study aims to examine how Sustainable Marketing (SM) influences Prosumption Motivation (PM) and Consciousness for Sustainable Consumption (CSC) among Indonesian organic product consumers. Using a quantitative design, data were collected through purposive sampling, yielding 400 valid responses from participants across Java, Sumatra, Kalimantan, Sulawesi, and Bali. Structural Equation Modeling (SEM) with AMOS was employed as a data science tool to estimate latent constructs and test predictive relationships. The results show that SM has a significant positive effect on PM (β = 0.923, CR = 19.347, p 0.001) and CSC (β = 0.991, CR = 21.764, p 0.001), while PM also significantly influences CSC (β = 0.742, CR = 19.306, p 0.001) and SM indirectly enhances CSC through PM (β = 0.652, CR = 19.306, p 0.001). These findings confirm all hypotheses and reveal a reciprocal relationship between motivation and consciousness, emphasizing a behavioral feedback loop that strengthens sustainable consumption. The study contributes to sustainability marketing by integrating SM, PM, and CSC into a unified predictive framework. Methodologically, it demonstrates how SEM serves as an applied data science technique capable of transforming behavioral data into actionable insights. The novelty lies in bridging behavioral science and data science to provide decision-support evidence for marketers and policymakers promoting prosumption and responsible consumption in emerging economies.
Co-Authors -, Suneni A'am Ar Rosyad Ade, Anindya Dala Agung Kresnamurti Rivai Prabumenang Agung Kresnamurti Rivai Prabumenang Agung Wahyu Handaru Ahmad, Siti Noor Bayaah Akbar, Muhammad Luthfi Aldrian Alyssa Anindya Putri Andi Muhammad Sadat Andi Muhammad Sadat Andi Muhammad Sadat Andi Muhammad Sadat Anggraeni, Adjeng Laksmi Anisya Tiara Isnaini Annisa Lutfia Ardhiyanto, Wira Arianto Hanief Alfarisi Ati Sumiati Ati Sumiati ATI SUMIATI, ATI Ayu Siti Ayu Fauziah Azizi, Muhammad Abid Azzahrah Putri Haykal Basrah Saidani Basrah Saidani Berutu, Meta Bara Chusnanik Mufidah Cindy, Vera Deyana Dalimunthe, Sholatia Delina, Salsa Destria Kurnianti Dewi Agustin Pratama Sari Dewi Agustin Pratama Sari Dewi Agustin Pratama Sari Dewi Agustin Pratama Sari Dewi Agustin Pratama Sari Dewi Nurmalasari, Dewi Dianta A, Karuniana Dwi Handarini Elena Puspita Candra Ervina Kusuma Wardani Fadhilah, Jihan Fahmy Fachrezzy FAHRIZAL Farah Fauziah* Fauziah*, Farah Fidhyallah, Nadya Fadillah Griselda, Griselda Hafizh, Nirwana Herlitah Hidayah, Nanda Sari I Gusti Ketut Agung Ulupui Indra Pahala Irianto Djatikusumo Kaffah, Wafa Silmy Khoirunnisa Miftahul Jannah Kiagus Azhar Ansori Krissanya, Nofriska M. Edo Suryawan Maharani, Diva Marleene Ratu Fiorentina Marsellisa Nindito, Marsellisa Mega Sri Wahyuningrum Melisa Lutfi Nur Andini1 Mita Oktaviani Mohamad Rizan Mohammad Rizan Monoarfa, Terrylina Arvinta Mufidah, Chusnanik Muhamad Akbar Fauzan Muhamad Fathurohman Muhamad Suharjo Muhammad Dimas Aditya Muhammad Zafiar Janety Mundiharno Nandika, Thania Sanique Nasution, Hafifah Nofriska Krissanya Nur Faizi Oktavian, Sandy Oman Uju Subandi Osly Usman Pratama Sari, Dewi Agustin Pratiwi Wulandari Puji Wahono Purwana E.S., Dedi Putri, Nadira Regita Rahmi Rahmi Rahmi Rahmi Rahmi Rahmi Rahmi Rahmi Rahmi Raihanisa Dara Dhinanty Rani Wulandari Ratna Anggraini Ratna Anggraini Rd. Tuty Sariwulan Rian, Muhammad Rian Ardianto Riansyah, Raisan Agus Rida Prihatni Ridho Pratama Refdi Rismadhani, Nanda Talia Rivai P, Agung Kresnamurti Rizal Syarief Rizki Fajar, Mohammad Ryna Parlina Ryna Parlina Ryna Parlyna S. Siregar, M. Edo Sadat, Andi Muhammad Saidani, Basrah Sari, Dewi Agustin Pratama Seilatu, Novan Yonatan Septamasurya, Rafli Setyo Aji Wibowo Setyo Ferry Wibowo Shandy Aditya Shandy Aditya, Shandy Shela Puspita Pratiwi Sholikhah Sholikhah Sholikhah Sholikhah, Sholikhah Sholikhah, Sholikhah Sifra Oppin Paulima sifra Siregar, M. Edo Suryawan Siregar, Riyadi Hamzah Sofhia Nurul Azizah Sri Novalia Sri Zulaihati, Sri Suherdi Suherman SUSAN FEBRIANTINA, SUSAN Syalsabila, Anis Taufik, Muhamad Syamsul Terrylina Arvinta Monoarfa Ujang Sumarwan Usep Suhud Vira Kurniasih Vydiamanta, Vanya Wahono, Puji Wardani, Novia Ayu Widyanda Hendratno, Reyhan Zahida, Hana