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

<Previous Article In Volume
Next Article In Volume>

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

Authors
Tiara Asyifa Setiawan1, *, Ratih Hurriyati1, Heny Hendrayati1
1Universitas Pendidikan Indonesia, Bandung, 40154, Indonesia
*Corresponding author. Email: tiaraasyifaa07@upi.edu
Corresponding Author
Tiara Asyifa Setiawan
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_59How to use a DOI?
Keywords
Sustainable Marketing Activities; Purchase Intention; Food Manufacturing Industry; Community; Engaged
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.

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.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
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_59How 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  - Tiara Asyifa Setiawan
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2025
DA  - 2025/09/12
TI  - Sustainable Marketing Activities Approaches and Their Impact on Purchase Intention in Food-Manufacturing Industry
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 489
EP  - 495
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_59
DO  - 10.2991/978-94-6463-817-2_59
ID  - Setiawan2025
ER  -