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Model of Sustainable Marketing in Creative Industry

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Hadiansyah Ma’sum

    (Universitas Pendidikan Indonesia
    Politeknik LP3I)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Bambang Widjajanta

    (Universitas Pendidikan Indonesia)

Abstract

In the changing environment of Indonesia’s creative industry, this study explores the relationships between artificial intelligence (AI), customization strategy, customer experience, brand loyalty, and sustainable marketing. Utilizing a quantitative research methodology, information was gathered from 215 respondents who were industry professionals and consumers. Partial Least Squares (PLS) algorithm was used in Structural Equation Modeling (SEM) to analyze data and evaluate the proposed theoretical framework. The results showed a strong positive correlation between AI, customer experience, brand loyalty, personalization strategy, and sustainable marketing. While customization techniques lead to more individualized customer experiences and greater brand loyalty, artificial intelligence (AI) technologies have been shown to improve marketing performance and spur innovation. Good customer experiences lead to better brand perceptions and increased brand loyalty, which in turn, produce long-term marketing results. These results provide useful information for companies looking to encourage growth, innovation, and sustainability in Indonesia’s creative sector.

Suggested Citation

  • Hadiansyah Ma’sum & Ratih Hurriyati & Bambang Widjajanta, 2025. "Model of Sustainable Marketing in Creative Industry," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 70-76, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_9
    DOI: 10.2991/978-94-6463-817-2_9
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