Sustainable Marketing Activities Approaches and Their Impact on Purchase Intention in Food-Manufacturing Industry

Tiara Asyifa Setiawan (), Ratih Hurriyati and Heny Hendrayati
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Tiara Asyifa Setiawan: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 489-495 from Springer

Abstract: Abstract Sustainable marketing activities are in the spotlight today due to increased awareness of the environment for consumers and business people, which will affect buying interest in the food manufacturing industry, namely Rahsa Nusantara. This study aims to analyze sustainable marketing activities related to purchase intention. This type of research is quantitative research. The population analyzed was the Rumah Tumbuh Bersama Community, which is known for the #RahsaUntukBumi program. The sample analyzed was 65 respondents, who were obtained using the Slovin formula. The sampling technique in this study used purposive sampling. This research uses the help of IBM SPSS 29 software using simple linear regression analysis. It was found that sustainable marketing activities positively and significantly affect purchase intention. So, it can be concluded that the sustainable marketing activities carried out by Rahsa Nusantara can influence consumer purchase intention. The implication that can be done is to focus on developing better sustainable marketing activities to increase consumer purchase intention.

Keywords: Sustainable Marketing Activities; Purchase Intention; Food Manufacturing Industry; Community; Engaged (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-817-2_59

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