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All Journal Jurnal Inspiration Jurnal Ilmiah Manajemen Kesatuan Jurnal Ekonomi Jurnal Pengabdian Mandiri Jurnal Pengabdian Masyarakat (JURDIMAS) DIPANEGARA KOMPUTER SISTEM INFORMASI (DIPAKOMSI)
Kunda, Asri
Universitas Dipa Makassar
Humanities Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Ilmiah Manajemen Kesatuan

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Consumer Sentiment Analysis in Continuous Marketing Kunda, Asri; Sugiardi, Sigit; Bormasa, Monica Feronica; Supriadi, Asep; Muliyati, Muliyati
Jurnal Ilmiah Manajemen Kesatuan Vol. 12 No. 6 (2024): JIMKES Edisi November 2024
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v12i6.2991

Abstract

The objective of this research is to examine consumer attitudes toward sustainable marketing practices in order to ascertain the efficacy of marketing strategies and to identify the challenges faced by companies in this regard. This study employed a qualitative approach, with data collected through in-depth interviews with 20 consumers and social media analysis to identify consumer sentiment patterns. The findings indicate that the majority of consumers hold positive attitudes toward sustainable marketing, particularly with regard to environmental awareness and the company's dedication to environmental preservation. However, the primary challenges identified include the perception of elevated prices on sustainable products and a lack of confidence in sustainability claims (greenwashing). The conclusion of this study underscores the significance of transparency and effective communication in sustainable marketing strategies to foster consumer trust. This research offers strategic insights for companies seeking to enhance sustainability campaigns and cultivate consumer loyalty.
Co-Authors Ahmad Ahmad Ahyuna Ahyuna Aris Munandar Asep Supriadi Cakranegara, Pandu Adi Dani Rachman, Suci Rahma Djamro, Risnayanti Andi Hasriani Hasriani, Hasriani Herlinda Herlinda, Herlinda Irmawati Irmawati M. Redinal Muktar Monica Feronica Bormasa Mudarsep, Mudarsep Muh. Syahlan Natsir Muhammad Rifqi Faidhil Syam Muliyati, Muliyati Nirwana, Nirwana Nurdiansah, Nurdiansah PA. Andiena Nindya Putri Rahman, Baharuddin Rama Ismaya Sofyan Ratnawati Ratnawati Rohayati Arifin Siti Fatimah Sri Wahyuni Sugiardi, Sigit Syafruddin Syafruddin Syamsul Rijal Asri T, Husain Tamsir, Nurlindasari Thabrani R, Thabrani R