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October 3, 2025International Journal of Accounting and Economics StudiesOpen Access

Sustainable Business Practices in Coffee Shops: The Role of Marketing Innovation, Digital Marketing, and Branding Innovation Through Market Development

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Authors

APAri PrabowoAAAhmed AdamZSZhafira Nur Subhan

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Overview

Quantitative analysis finds digital marketing boosts business sustainability in Indonesian coffee shops, implying a need for innovation.

Key Points

  • Digital marketing significantly influences business sustainability with a beta of 0.410, indicating its critical role.
  • Marketing innovation and branding strategies also show positive significant effects on market development, highlighting their importance.
  • Using Structural Equation Modeling, the analysis captures strong interrelationships among the variables in coffee shops.
  • The findings suggest coffee shop owners should integrate digital and branding strategies for fostering sustainable practices.

Cite This Study

Prabowo et al. (2025) studied this question.

synapsesocial.com/papers/68e034f7f0e39f13e7fa32d2https://doi.org/10.14419/p0k0pc78
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