Model of Sustainable Marketing in Creative Industry

Hadiansyah Ma’sum (), Ratih Hurriyati and Bambang Widjajanta
Additional contact information
Hadiansyah Ma’sum: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Bambang Widjajanta: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 70-76 from Springer

Abstract: 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.

Keywords: Artificial Intelligence; Customer Experience; sustainable marketing (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_9

Ordering information: This item can be ordered from
http://www.springer.com/9789464638172

DOI: 10.2991/978-94-6463-817-2_9

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().