A team of researchers from Universitas Padjadjaran—Hesty Nurul Utami, Muhammad Okiba Jauhari Elfa, Sulistyodewi Nur Wiyono, Dwi Novanda Sari, and Tomy Perdana—has successfully published a scientific article in the international journal Sustainability (MDPI).

The article, published on 7 September 2025, explores how online customer experience, engagement, and content quality drive consumer behavioural intentions in the context of healthy food social commerce in Indonesia. By applying the Stimulus–Organism–Response (S-O-R) framework, the research identifies the importance of hedonic value, social value, and digital content quality in building trust, fostering customer engagement, and encouraging repurchase intentions.

This publication also demonstrates Universitas Padjadjaran’s commitment to advancing the Sustainable Development Goals (SDGs). The research contributes to SDG 3 (Good Health and Well-being) by encouraging healthier food consumption through digital platforms, SDG 8 (Decent Work and Economic Growth) by empowering MSMEs and digital entrepreneurs in the food sector, SDG 9 (Industry, Innovation and Infrastructure) by utilizing social commerce innovations to strengthen the digital ecosystem, and SDG 12 (Responsible Consumption and Production) by promoting more sustainable consumption patterns. As noted by Dwi Novanda Sari from the Vocational School of Universitas Padjadjaran, one of the co-authors, the findings not only enrich academic discourse but also provide practical strategies for food businesses to sustain customer engagement in the digital era.

Author: Dwi Novanda Sari