DYNAMICS OF MARKETING PHILOSOPHY: ANALYSIS OF CHANGE FROM MASS PRODUCTION TO SOCIAL MARKETING

Abstract

This study discusses the dynamics of changes in marketing orientation in Indonesia, from a mass
production paradigm that focuses on cost efficiency to social marketing that emphasizes human
values, ethics, and sustainability. The background of this research stems from the reality that the
mass production approach is no longer able to meet the increasingly diverse needs of consumers
and often neglects social and environmental aspects. The purpose of this research is to analyze
the driving factors, transition mechanisms, and strategic implications of this marketing paradigm
shift. This research uses a qualitative approach by examining various relevant literature and
research results in Indonesia. The results of the study show that digitalization, the role of
influencers, and marketing practices in MSMEs and the public sector strengthen the transition to
social marketing. The conclusion of the study confirms that the success of contemporary marketing
is not only determined by economic achievements, but also by the social contributions and
sustainability that can be created.