Driving Sustainable Competitiveness Through Holistic Marketing and Esg: An Empirical Study on Msmes in Sukabumi Regency, Indonesia

This study examines the influence of Holistic Marketing on the Sustainability of Micro, Small, and Medium Enterprises (MSMEs) in Sukabumi Regency, with Environmental, Social, and Governance (ESG) as the mediation variable. This topic is very crucial because even though MSMEs are the backbone of the national economy, the majority still face significant obstacles in internalizing the sustainability values needed to maintain competitiveness in the digital economy era. In particular, this study fills a gap in the literature by exploring how a holistic marketing approach can be a key driver of ESG adoption in developing countries. Using a quantitative approach with the Structural Equation Modeling - Partial Least Squares (SEM-PLS) technique, data was collected from 200 MSME actors. The results of the analysis showed that Holistic Marketing had a significant positive effect on ESG (β = 0.566; p