Model Pemasaran Modern Berbasis Sustainability Dalam Mendukung Pengembangan Human Capital Di Era Digitalisasi
Abstract
Abstrak. Percepatan transformasi digital yang pesat, disertai dengan meningkatnya kesadaran global terhadap isu keberlanjutan, telah memicu pergeseran fundamental dalam paradigma pemasaran kontemporer. Penelitian ini mengeksplorasi konstruksi model pemasaran modern yang berlandaskan nilai-nilai keberlanjutan serta hubungannya dengan penguatan human capital di tengah gelombang digitalisasi yang semakin intens. Dengan menggunakan pendekatan kualitatif deskriptif dalam paradigma interpretivis, penelitian ini mengkaji bagaimana integrasi dimensi ekonomi, ekologi, dan keadilan sosial dalam pengambilan keputusan pemasaran dapat mendorong pertumbuhan kapasitas tenaga kerja secara holistik. Hasil penelitian menunjukkan bahwa hubungan antara pemasaran berkelanjutan dan pengembangan human capital bersifat timbal balik dan saling memperkuat: implementasi strategi pemasaran berkelanjutan secara organik membentuk kompetensi individu, sementara kualitas sumber daya manusia menjadi prasyarat keberhasilan strategi tersebut. Sinergi ini dipengaruhi oleh beberapa faktor penentu, antara lain tingkat internalisasi nilai keberlanjutan, kualitas ekosistem inovasi, kapasitas kolaborasi lintas sektor, serta kemampuan kepemimpinan visioner. Apabila dikelola secara konsisten dan strategis, integrasi tersebut terbukti mampu menghasilkan keunggulan kompetitif yang kuat dan berkelanjutan bagi organisasi dalam ekosistem bisnis digital.
Kata kunci: Pemasaran Berkelanjutan, Human Capital, Digitalisasi, Keunggulan Kompetitif, Pemasaran Berbasis Keberlanjutan
Downloads
Published
Issue
Section
License
Open Access
HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.
Copyright
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Disclaimer
No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
