KEBERLANJUTAN DIGITAL SEBAGAI HASIL STRATEGIS DARI INOVASI PEMASARAN: SUATU TINJAUAN LITERATUR SISTEMATIS DAN AGENDA PENELITIAN

Teguh Satya Wira; Roni Parlindungan Sipahutar

doi:10.37600/ek&bi.v8i2.2571

Teguh Satya Wira Sekolah Tinggi Ilmi Manajemen Sukma Medan
Roni Parlindungan Sipahutar Sekolah Tinggi Ilmi Manajemen Sukma Medan

DOI: https://doi.org/10.37600/ek&bi.v8i2.2571

Abstract

Digital sustainability is increasingly viewed as a strategic outcome emerging from the dynamics of marketing innovation, particularly as companies face the pressures of digital transformation, sustainability demands, and changing consumer preferences. This article presents a systematic literature review of international Scopus-indexed publications that examine the link between marketing innovation, digital technology, and organizational sustainability. The PRISMA method was used to rigorously select relevant articles. The review results indicate that marketing innovation plays a role not only in increasing customer value but also in establishing digital systems that support information waste reduction, energy efficiency, ethical data governance, and long-term operational sustainability. This review identifies a research gap regarding the integrative role of marketing innovation in creating holistic digital sustainability capabilities. This article proposes a comprehensive research agenda to guide future studies toward a stronger understanding of the mechanisms, moderators, and industry contexts that influence this relationship

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