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.
Prabowo et al. (Thu,) studied this question.
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