The Influence of Sustainable Marketing by Fashion Brands on Customer Engagement and Purchase Intention. Case Study on Sejauh Mata Memandang

Dewayani, Raissa (2025) The Influence of Sustainable Marketing by Fashion Brands on Customer Engagement and Purchase Intention. Case Study on Sejauh Mata Memandang. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

The global environmental crisis, such as climate change, ecosystem degradation, and the depletion of natural resources, continues to be a critical topic requiring serious attention from various industry sectors, including the fashion industry. Each year, it is estimated that around 100 billion units of clothing are produced worldwide. With the growing awareness of environmental degradation and the need for sustainable practices, consumers are starting to shift towards brands that actively demonstrate a commitment to sustainability. This trend has a significant impact on the fashion industry, which is often in the spotlight due to its environmental impact. Sejauh Mata Memandang is one of the brands in Indonesia that is aware of the environmental impact caused by the fashion industry. This study aims to examine how sustainable marketing activity by fashion brand affect customer engagement and purchase intention, particularly in the urban context of Indonesia. This research explores the perceived sustainable marketing activities and their impact on brand image, customer engagement, and sustainable purchase intention among consumers in Indonesia. Using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with a total of 180 respondents, the analysis results show that Perceived Sustainable Marketing Activity has a significant effect on Brand Image (β = 0.935), Brand Image influences Customer Engagement (β = 0.939), and Customer Engagement influences Sustainable Purchase Intention (β = 0.547). The R-square values for the endogenous variables exceeded 0.86, indicating that the model has a very strong explanatory power. This study implies that sustainable marketing is not merely a reputation strategy, but also has a real impact on consumer behavior. These findings are relevant for fashion brands seeking to strengthen emotional connections with consumers through sustainability values.
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Krisis lingkungan global, seperti perubahan iklim, degradasi ekosistem, dan penipisan sumber daya alam, terus menjadi topik penting yang memerlukan perhatian serius dari berbagai sektor industri, termasuk industri fashion. Setiap tahunnya, diperkirakan sekitar 100 miliar unit pakaian diproduksi secara global. Dengan meningkatnya kesadaran akan degradasi lingkungan dan kebutuhan akan praktik berkelanjutan, konsumen mulai beralih ke merek-merek yang secara aktif menunjukkan komitmen terhadap keberlanjutan. Tren ini memiliki dampak signifikan pada industri fashion, yang sering menjadi sorotan karena dampak lingkungannya. Sejauh Mata Memandang adalah salah satu merek di Indonesia yang menyadari dampak lingkungan yang ditimbulkan oleh industri fashion. Penelitian ini bertujuan untuk mengkaji bagaimana upaya pemasaran berkelanjutan yang dilakukan oleh merek fashion memengaruhi keterlibatan pelanggan dan niat pembelian, khususnya dalam konteks perkotaan di Indonesia. Penelitian ini mengeksplorasi aktivitas pemasaran berkelanjutan yang dipersepsikan serta dampaknya terhadap citra merek, keterlibatan pelanggan, dan niat pembelian berkelanjutan di kalangan konsumen di Indonesia. Menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM), dengan jumlah responden sebanyak 180 orang. Hasil analisis menunjukkan bahwa kegiatan pemasaran berkelanjutan yang dirasakan konsumen berpengaruh signifikan terhadap citra merek (β = 0,935), citra merek berpengaruh terhadap keterlibatan pelanggan (β = 0,939), dan keterlibatan pelanggan berpengaruh terhadap niat pembelian (β = 0,547). Nilai R-square untuk variabel endogen mencapai lebih dari 0,86, menunjukkan daya jelas model yang sangat kuat. Penelitian ini memberikan implikasi bahwa pemasaran berkelanjutan bukan hanya strategi reputasi, tetapi juga berdampak nyata terhadap perilaku konsumen. Temuan ini relevan bagi merek fashion yang ingin memperkuat hubungan emosional dengan konsumen melalui nilai keberlanjutan.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Sustainable Marketing, Brand Image, Fashion Brands, Customer Engagement, Purchase Intention, PLS-SEM.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Architecture, Design, and Planning > Industrial Product Design > 90231-(S1) Undergraduate Thesis Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Raissa Regina Dewayani
Date Deposited:	31 Jul 2025 03:39
Last Modified:	31 Jul 2025 03:39
URI:	http://repository.its.ac.id/id/eprint/124651

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