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

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Model of Sustainable Marketing in Creative Industry

Authors
Hadiansyah Ma’sum1, 2, *, Ratih Hurriyati1, Bambang Widjajanta1
1Universitas Pendidikan Indonesia, Bandung, 40154, Indonesia
2Politeknik LP3I, Bandung, 40154, Indonesia
*Corresponding author. Email: hadiansyah@upi.edu
Corresponding Author
Hadiansyah Ma’sum
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_9How to use a DOI?
Keywords
Artificial Intelligence; Customer Experience; sustainable marketing
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_9How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Hadiansyah Ma’sum
AU  - Ratih Hurriyati
AU  - Bambang Widjajanta
PY  - 2025
DA  - 2025/09/12
TI  - Model of Sustainable Marketing in Creative Industry
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 70
EP  - 76
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_9
DO  - 10.2991/978-94-6463-817-2_9
ID  - Ma’sum2025
ER  -