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All Journal J-MACC : Journal of Management and Accounting eBA Journal: Journal Economic, Bussines and Accounting Community Development Journal: Jurnal Pengabdian Masyarakat International Journal of Business, Law, and Education
Ali muhajir, Ali
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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Journal : International Journal of Business, Law, and Education

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Sustainable Marketing Model: Market Research, Marketing Capability and Entrepreneurial Orientation in Indonesia Muhajir, Ali
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.497

Abstract

This study explores the application of the Sustainable Marketing Model in Indonesia's ever-changing corporate environment. The study involved 275 organizations from a variety of industries, and the sample size was large. This allowed for important insights into how market research, marketing expertise, and entrepreneurial spirit shape sustainable marketing strategies. The associations between the important variables were investigated using measurement model analysis, structural model analysis, and descriptive statistics. Positive developments in sustainable marketing practices are shown by the results, which also show strong and substantial relationships between market research, marketing competence, entrepreneurial orientation, and sustainable marketing. Measures of goodness-of-fit provide evidence for the model's general suitability. Specific tactics to improve market research, marketing skills, and entrepreneurial attitudes are among the implications for firms. The study establishes the foundation for other research projects and adds to the developing field of sustainable marketing in Indonesia
Co-Authors Arisa, Ma’rifani Fitri Dwiningwarni, SS Imran, Hamzah Al Karimah, Anifatul Kushariyadi Kushariyadi Margaret Stevani Masyhadi, H Rosyid, Muhammad Siti Shoimah