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All Journal INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Moh. Yamin Darsyah
UIN Walisongo Semarang
Religion Humanities Social Sciences

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THE ROLE OF SUSTAINABLE MARKETING IN CREATING VALUE FOR CUSTOMERS AND SOCIETY Moh. Yamin Darsyah; Felina C Young; Mohammad Taqiuddin Mohamad; Mohd Syahrin; Al-Amin
INTERNATIONAL JOURNAL OF SOCIETY REVIEWS Vol. 2 No. 2 (2024): INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
Publisher : Adisam Publisher

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Abstract

In the past decade, global awareness regarding sustainability has increased, fueling greater demand for socially and environmentally responsible business practices. This has led to the development of sustainable marketing as a key strategy for companies to not only meet consumer expectations but also to act as leaders in sustainability. This study aims to explore the effectiveness of sustainable marketing in creating value for consumers and companies. The study conducted in this research uses the literature research method. The results show that authenticity, transparent communication, and meaningful interaction with consumers are key factors in the effectiveness of sustainable marketing. Long- term success is also closely related to the company's ability to effectively integrate sustainability efforts into all aspects of business operations, from procurement to point of sale. The findings emphasize the importance of a holistic approach to sustainability marketing to create substantial value for consumers, increase brand loyalty, and positively influence firm performance.
COMMUNITY-BASED MARKETING STRATEGIES IN DEVELOPING MARKETS Moh. Yamin Darsyah; Mercy Reinette Handayani Mantur; Melyana R Pugu; Al-Amin; Eyad Saleh Bani-Domi
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 1 No. 6 (2024): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

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Abstract

Community-based marketing strategy is a marketing approach that emphasises building and managing an active community of consumers, users, or fans of a brand, with the aim of creating stronger bonds, increasing loyalty, and driving organic growth through positive social interactions. This approach relies on the creation of shared value between the brand and its members, where two-way communication and active customer participation in various activities are key. This strategy focuses on shared experiences, trust, and values shared within the community to drive engagement, positive word-of-mouth, and ultimately, sustainable market development over time. The research method conducted in this study uses the literature research method. The results show that community- based marketing strategies offer various benefits, including increased customer engagement, positive responses through word-of-mouth, and the ability to obtain real-time feedback that provides opportunities for innovation and fulfilment of customer needs more effectively. However, challenges such as the need for a large investment of resources and the difficulty in measuring short-term ROI mean that this strategy requires a patient and consistent approach. Community-based marketing strategies, with the right approach, can be the key for companies to develop markets in a more sustainable way and increase long-term profits.
Co-Authors Al-Amin Al-Amin Eyad Saleh Bani-Domi Felina C Young Melyana R Pugu Mercy Reinette Handayani Mantur Mohammad Taqiuddin Mohamad Mohd Syahrin