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

  • Authors

    • Ari Prabowo Department of Management, Faculty of Economics and Business, Potensi Utama University, Medan, North Sumatra, Indonesia https://orcid.org/0009-0009-5179-0974
    • Aisyah Azhar Adam Department of Management, Faculty of Economics and Business, Potensi Utama University, Medan, North Sumatra, Indonesia
    • Zhafira Nur Subhan Department of Management, Faculty of Economics and Business, Potensi Utama University, Medan, North Sumatra, Indonesia
    • Yahya Tanjung Department of Management, Faculty of Economics and Business, Potensi Utama University, Medan, North Sumatra, Indonesia
    • Austin Alexander Parhusip Department of Management, Faculty of Economics and Business, Potensi Utama University, Medan, North Sumatra, Indonesia
    • Alda Deviana Department of Management, Faculty of Economics and Business, Potensi Utama University, Medan, North Sumatra, Indonesia
    • Irwansyah Honorary Consul of Timor Leste
    https://doi.org/10.14419/p0k0pc78

    Received date: August 13, 2025

    Accepted date: September 23, 2025

    Published date: October 2, 2025

  • Business sustainability, branding strategy, digital marketing, marketing innovation, market development

  • Abstract

    This study examines relationships between marketing innovation, digital marketing, and branding strategies on business sustainability through market development in Indonesian coffee shops. Using a quantitative approach with Structural Equation Modeling (SEM) via Smart-PLS, data were collected from 50 Indonesian coffee shops through census sampling from January to May 2025. Results show marketing innovation (β = 0.331, p < 0.01), digital marketing (β = 0.368, p < 0.001), and branding strategies (β = 0.277, p < 0.01) significantly influence market development. All variables demonstrate significant direct effects on business sustainability, with digital marketing showing the strongest impact (β = 0.410, p < 0.001). Market development significantly mediates all relationships, with the model explaining 60.2% of the variance in market development and 77.3% in business sustainability. Coffee shop owners should prioritize integrated marketing strategies combining digital capabilities, authentic branding, and continuous innovation for sustainable business practices.

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    Prabowo, A., Adam, A. A., Subhan, Z. N., Tanjung, Y., Parhusip, A. A., Deviana, A., & Irwansyah. (2025). Sustainable Business Practices in Coffee Shops: The Role of Marketing Innovation, Digital Marketing, and Branding Innovation Through Market Development. International Journal of Accounting and Economics Studies, 12(6), 43-50. https://doi.org/10.14419/p0k0pc78