The Influence of Green Marketing Campaign, Sustainability Commitment, and Community-Based Marketing on Brand Preference in Bandung FMCG Sector

Frans Sudirjo (Jurusan Manajemen, Fakultas Ekonomika dan Bisnis, Universitas 17 Agustus 1945 Semarang)
Sudarsono Sudarsono (Universitas Bina Mandiri Gorontalo)
Usup Usup (Politeknik Tunas Pemuda Tangerang)

West Science Interdisciplinary Studies
Vol. 3 No. 02 (2025): West Science Interdisciplinary Studies

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.