JURNAL EKONOMI KREATIF DAN MANAJEMEN BISNIS DIGITAL
type: channel
description: Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) is a new, open-access journal with the mission of disseminating original research papers, reviews, and reports on economics, management, and the digitalization of business, how these topics affect business models, and what this implies for the future of work. The journal will especially welcome papers from a variety of disciplines and practice areas, including business, economics, marketing, sociology, accounting and perhaps computer science and information technology management. The journal accepts theoretical, empirical, critical, comparative and case study research using qualitative and/or quantitative, or mixed methods that offer contributions to the following topics: Digital ecosystems, Digital Platform, Digital labor platforms, Digital technology and innovation, Digital transformation, Digital strategy and leadership, Data-centric business models and data monetization, Big data-driven business models, Blockchain driven business models, Social network-driven business models (crowdsourcing, crowdfunding), Platform-based business models, Digital intelligent business models, IoT driven business models, Business model innovation, Business model ontology, Digital business models applications, Digital business model valuation, Digital business model change and dynamics, Digital green business model, Digital business model and share economy, Interoperable and collaborative digital business models, Holistic business models, Open digital business models, Digital business model design and development, Mobile business models, Digital business performance, Digital transformation and digital business strategy, Start-ups, lean concepts, and agile development, Digital innovation platforms, Digital entrepreneurship, Blockchain and financial technologies, Fostering a culture of transformation, Human resource qualifications in digital transformation, Drivers of digital transformation, Digital transformation and soc…
publisher: Transpublika Publisher
language: en
publication name: JURNAL EKONOMI KREATIF DAN MANAJEMEN BISNIS DIGITAL
issn: 2961-8428
items: The Relationship between Career Perception and Career Development and Job Satisfaction of the Indonesian National Police (Polri) at the Yogyakarta Regional Police (Polda Jogjakarta)
items: Designing Instagram Content for Brand Identity and Brand Awareness of Fashion Products (Case Study of Small and Medium Enterprise Vie Collections)
items: The Role of Work-Life Balance and Work Environment on Police Job Satisfaction at the East Java Regional Police
items: Marketing Strategy Formulation with the Nine Core Elements of Marketing Framework: A Case Study of Bakpia Satu Hati MSME
items: The Role of Gamification and Social Media Marketing on Brand Loyalty through Customer Engagement: A Case Study of Duolingo
items: The Influence of Transformational Leadership and Leader-Member Exchange (LMX) on the Performance of the Indonesian National Police at the Bengkulu Regional Police
items: The Role of TikTok User-Generated Content (UGC) and Electronic Word of Mouth (e-WOM) in Shaping Cafe Visit Intentions among Gen Z
items: Enhancing the Effectiveness of Industrial IoT Training through the Integration of Augmented Reality and the Quality Function Deployment (QFD) Approach
items: Development of Pakal Forest Park as a Sustainable Edu-Ecotourism and Family Recreation Destination in Surabaya
items: The Influence of Brand Image, Price, and Social Media Marketing on Car Purchase Decisions at Honda Perdana
items: From Influence to Intention: How Peer Dynamics and Viral Marketing Shape Gen-Z Food Purchasing Through Brand Awareness
items: Econometric Analysis of Online Game Transactions on Digital Economy Growth in Indonesia
items: The Influence of Digitalization Readiness, Digital Mindset and Digital Culture on Digitalization Value in Multibusiness Companies
items: Employee Trust Betrayal and Fraud Dynamics in Indonesia’s Logistic Industry
items: The Effect of Brand Trust on Customer Loyalty (Case Study of MViCall Application Users in Jabodetabek)
items: Implementation of Sustainable Procurement in Purchasing at Hotel X
items: Advancing Green Marketing in Southeast Asia’s Cosmetics Industry: A Systematic Literature Review of Trends, Challenges, and Opportunities
items: Benchmarking Machine Learning Models for Corporate Bankruptcy Prediction using Financial Ratios
items: HR Digital Transformation, Digital Work Culture, and Local Values: Evidence from Gorontalo University
items: Factors Influencing Investment Decisions Among University Students: The Roles of Financial Literacy, Lifestyle, Income, and Financial Planning
items: The Role of Social Media Influencers in Cosmetic Marketing: A Systematic Literature Review
items: Talent Management Analysis at PT Permodalan Nasional Madani Venture Capital
items: Navigating Platform Dependence: Strategic Decision-Making Process Behind PT Local’s D2C Business Model Shift
items: Analysis of the Relationship between Leadership Style and Work Motivation to Employee Loyalty at PT Anugerah Putra Langkat
items: E-Marketing Mixes and Their Influence on Business Growth: Evidence from SME Leaders in Erbil, Kurdistan Region
items: Development of Application-Based Business Models in the Creative Cosplay Industry
items: AI-Powered Chatbots: Revolutionizing Customer Service in the Digital Era
items: The Relationship Between the Implementation of Company System Digitalisation and Work Discipline as Determinants of Employee Performance: A Study of the Retail Industry in Cibitung
items: The Effects of Asset Turnover and Accounts Receivable Turnover on The Profitability of Hotel X
items: Development of a Marketplace Building Store Using a Value Proposition Design Approach (Case Study: XYZ.COM)

The Relationship between Career Perception and Career Development and Job Satisfaction of the Indonesian National Police (Polri) at the Yogyakarta Regional Police (Polda Jogjakarta)
type: item
description: This research is motivated by the need to improve job satisfaction among Indonesian National Police (Polri) members to support organizational performance, professionalism, and public trust. A deeper comprehension of the elements affecting members' job satisfaction, especially career risk perception and career development, is necessary due to organizational transformation, professionalism demands, and career development relationships. Hence, this study analyzes the relationship between career perception and career development toward job satisfaction among police members at the Yogyakarta Regional Police. A quantitative approach was employed via a questionnaire survey distributed to 298 respondents using random sampling. Data were collected online using a 5-point Likert scale and analyzed through multiple linear regression to examine both partial and simultaneous effects of independent variables on the dependent variable. Results indicate that career risk perception has a positive and significant relationship with job satisfaction. Career development similarly shows a positive and significant relationship with job satisfaction. These findings suggest that members’ sense of security, stability, and career opportunity positively affect satisfaction, while a planned, transparent, and competency-based career development system fosters work motivation, organizational loyalty, and individual performance. This study implies that optimizing career management and career risk perception should be prioritized in Polri human resource policies, as improved career management is expected to raise job satisfaction, thereby enhancing organizational performance, service quality, and sustained public trust in the institution.
subject: Articles
  topic: section
subject: Career Development
  topic: keywords
subject: Career Risk Perception
  topic: keywords
subject: Job Satisfaction
  topic: keywords
subject: Indonesian National Police
  topic: keywords
subject: Yogyakarta Regional Police
  topic: keywords
creator: Rahmadsyah Lubis
creator: Didit Bambang Wibowo Saputro
rights: Copyright (c) 2026 Rahmadsyah Lubis, Didit Bambang Wibowo Saputro
date: 2026-02-25
publication date: 2026-02-25
starting page: 641
ending page: 654
doi: 10.55047/jekombital.v4i3.1095

Designing Instagram Content for Brand Identity and Brand Awareness of Fashion Products (Case Study of Small and Medium Enterprise Vie Collections)
type: item
description: The development of social media as a digital marketing tool provides opportunities for micro, small, and medium enterprises (MSMEs), particularly in the fashion industry, to build brand identity and increase brand awareness. This study aims to design social media content to strengthen brand identity and enhance brand awareness for Vie Collections MSMEs. The research employs a Research and Development (R&D) method, including needs analysis, product design, expert validation, and product revision. Data were collected through observation, interviews with MSME owners, documentation, and literature studies on branding and digital marketing. The developed products are a Brand Content Kit and a Content Playbook, serving as guidelines for brand identity and social media content management strategies on Instagram. Data analysis used simple qualitative and quantitative descriptive methods, with expert assessment via the Content Validity Index (CVI) method. Results indicate that both the Brand Content Kit and Content Playbook achieved CVI scores in the valid and usable category. The design effectively represents the brand’s character, maintains visual and verbal consistency, and has potential to enhance brand recognition and recall through structured social media content. In conclusion, designing Instagram content through the Brand Content Kit and Content Playbook can serve as a strategic solution for Vie Collections MSMEs to build brand identity and increase brand awareness. Further research is recommended to evaluate the effectiveness of implementation over time and to incorporate additional variables for more comprehensive insights.
subject: Articles
  topic: section
subject: Brand Awareness
  topic: keywords
subject: Brand Identity
  topic: keywords
subject: Social Media Content Design
  topic: keywords
creator: Dian Prasetyo
creator: Emmalia Adriantantri
creator: Agung Panji Sasmito
rights: Copyright (c) 2026 Dian Prasetyo, Emmalia Adriantantri, Agung Panji Sasmito
date: 2026-02-25
publication date: 2026-02-25
starting page: 593
ending page: 612
doi: 10.55047/jekombital.v4i3.1124

The Role of Work-Life Balance and Work Environment on Police Job Satisfaction at the East Java Regional Police
type: item
description: Members of the Indonesian National Police (POLRI) often face long and unpredictable working hours and high job demands, leading to stress, fatigue, and conflicts between work and personal life. Additionally, a less supportive work environment, including facilities, interpersonal relationships among members, and disciplinary pressure, can affect the performance and job satisfaction of POLRI members. These issues form the background of this study, which aims to analyze the influence of work-life balance and the work environment on the job satisfaction of POLRI members in the East Java region. This research uses a quantitative method, collecting data through questionnaires distributed randomly to 367 POLRI members via social media. Data analysis was conducted using validity and reliability tests, classical assumption tests (normality, multicollinearity, heteroscedasticity), and multiple linear regression to examine partial (t-test) and simultaneous (F-test) effects, with the coefficient of determination (R²) measuring the contribution of the independent variables. The results show that both work-life balance and the work environment have a positive and significant influence on the job satisfaction of POLRI members, emphasizing the importance of managing working hours, environmental support, and balancing work and personal life to enhance members' performance and well-being. The study implies that POLRI management needs to improve support for the work environment, manage working hours and workload, and facilitate a balance between work and personal life for members, so that the performance and well-being of POLRI personnel can be optimally enhanced.
subject: Articles
  topic: section
subject: East Java Regional Police
  topic: keywords
subject: Indonesian National Police
  topic: keywords
subject: Job Satisfaction
  topic: keywords
subject: Work Environment
  topic: keywords
subject: Work Life Balance
  topic: keywords
creator: Novi Indah Earlyanti
creator: Elvianus Laoli
rights: Copyright (c) 2026 Novi Indah Earlyanti, Elvianus Laoli
date: 2026-02-25
publication date: 2026-02-25
starting page: 613
ending page: 626
doi: 10.55047/jekombital.v4i3.1094

Marketing Strategy Formulation with the Nine Core Elements of Marketing Framework: A Case Study of Bakpia Satu Hati MSME
type: item
description: This research addresses the strategic challenges faced by Bakpia Satu Hati, a culinary MSME struggling to compete against established brands that utilize conventional marketing and monopolistic tourist channel practices. These barriers limit market expansion and digital technology adoption for new entrants. Consequently, this study aims to provide adaptive, innovative, and ethical strategic solutions for sustainable growth. To address this problem, the research formulates a marketing strategy using the Nine Core Elements of Marketing framework, which encompasses strategy (segmentation, targeting, positioning), tactics (differentiation, marketing mix, selling), and value (brand, service, process). The primary goal is to build a strategy focused not just on market share, but also on cultivating strong brand loyalty and positive brand perception. The analysis integrates several frameworks for a robust foundation. PESTEL examines macro-environmental changes, while Porter's Five Forces deepens competitor analysis. A TOWS matrix synthesizes internal and external factors, complemented by the 4C framework (Change, Competitor, Customer, Company) to provide a multidimensional view of the business landscape. The outcomes are expected to offer practical guidance for Bakpia Satu Hati's sustainable growth and contribute to the academic literature on innovative MSME marketing strategies in the culinary sector.
subject: Articles
  topic: section
subject: Bakpia
  topic: keywords
subject: Marketing Strategy
  topic: keywords
subject: MSMEs
  topic: keywords
subject: Nine Core Elements of Marketing
  topic: keywords
subject: Porter’s Five Forces
  topic: keywords
creator: Muhammad Faqih Asy-Syafi'iy
creator: Berto Mulia Wibawa
rights: Copyright (c) 2026 Muhammad Faqih Asy-Syafi'iy, Berto Mulia Wibawa
date: 2026-02-25
publication date: 2026-02-25
starting page: 627
ending page: 640
doi: 10.55047/jekombital.v4i3.1125

The Role of Gamification and Social Media Marketing on Brand Loyalty through Customer Engagement: A Case Study of Duolingo
type: item
description: Gamification and social media marketing strategies has become a significant trend in digital marketing, including in language learning platforms such as Duolingo. Gamification elements, such as streaks, leaderboards, and daily challenges, are integrated to enhance user motivation, while social media marketing through creative approaches on TikTok is employed to boost customer engagement. However, despite the success of these approaches in driving interactions, their effectiveness in fostering long-term brand loyalty requires further in-depth evaluation. This research aims to explore the impact of gamification and social media marketing on brand loyalty through customer engagement. Utilizing the Self-Determination Theory (SDT) framework, this research examines the relationships between variables using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method and sentiment analysis based on user data from X. Online surveys and text mining techniques are applied to collect quantitative and qualitative data, ensuring that the research outcomes reflect user perspectives holistically. The study confirms that Duolingo's gamified features and social media presence enhance customer engagement and brand loyalty. User sentiment toward gamification is largely positive, though technical issues generate criticism. Social media content is valued for entertainment but lacks educational depth. PLS-SEM analysis aligns with Self-Determination Theory, demonstrating how Duolingo satisfies users' needs for competence, autonomy, and relatedness. Future research should incorporate multi-platform data, longitudinal methods, and variables like brand experience. These findings provide actionable guidance for businesses implementing interactive digital strategies.
subject: Articles
  topic: section
subject: Brand Loyalty
  topic: keywords
subject: Customer Engagement
  topic: keywords
subject: Gamification
  topic: keywords
subject: Sentiment Analysis
  topic: keywords
subject: Social Media Marketing
  topic: keywords
creator: Shellyana Kholifatul Sabrina
creator: Berto Mulia Wibawa
rights: Copyright (c) 2026 Shellyana Kholifatul Sabrina, Berto Mulia Wibawa
date: 2026-02-24
publication date: 2026-02-24
starting page: 560
ending page: 578
doi: 10.55047/jekombital.v4i3.1123

The Influence of Transformational Leadership and Leader-Member Exchange (LMX) on the Performance of the Indonesian National Police at the Bengkulu Regional Police
type: item
description: The performance of the Indonesian National Police still faces challenges in the form of declining public trust, leadership issues, and disparities in the quality of working relationships between leaders and members, which have an impact on organizational performance and the quality of public services. The present research is designed to elucidate the nature of the relationships, both collective and individual, between specified leadership variables namely transformational leadership and Leader-Member Exchange (LMX) and the performance of personnel at the Bengkulu Regional Police (Polda Bengkulu). A quantitative paradigm is adopted, utilizing Multiple Linear Regression Analysis as the primary statistical technique to model and quantify these influences. SPSS output results, such as significance values (Sig.) and t-test or F-test values, are interpreted to draw conclusions about whether training and career development significantly influence the job satisfaction of police officers. Utilizing a simple random sampling method, 438 officers from the Bengkulu Regional Police were surveyed. A 7-point Likert scale questionnaire, disseminated via social media, served as the data collection instrument. Following validity and reliability testing to confirm the measurement tools’ accuracy and consistency, a t-test was conducted to evaluate partial hypotheses. The analysis revealed significant positive relationships, indicating that both transformational leadership and LMX are positively associated with police performance within this force. Strengthening transformational leadership and the quality of LMX relationships, supported by optimized internal management and digital transformation of services, are strategic factors in improving police personnel performance while strengthening public trust in the institution.
subject: Articles
  topic: section
subject: Bengkulu Regional Police
  topic: keywords
subject: Leader-Member Exchange (LMX)
  topic: keywords
subject: Police Performance
  topic: keywords
subject: Transformational Leadership
  topic: keywords
creator: Elvianus Laoli
creator: Oscarius Yudhi Ari Wijaya
rights: Copyright (c) 2026 Elvianus Laoli, Oscarius Yudhi Ari Wijaya
date: 2026-02-24
publication date: 2026-02-24
starting page: 579
ending page: 592
doi: 10.55047/jekombital.v4i3.1093

The Role of TikTok User-Generated Content (UGC) and Electronic Word of Mouth (e-WOM) in Shaping Cafe Visit Intentions among Gen Z
type: item
description: The rapid growth of short video-based social media, particularly TikTok, has reshaped information-seeking behavior and decision-making among Generation Z, including their intentions to visit cafes. As digital natives, Generation Z tends to rely on visual, authentic, and experience-based content shared by other users. The purpose of this research is to analyze how User-Generated Content (UGC) and Electronic Word of Mouth (e-WOM) influence the intention of Generation Z students in Malang City to visit cafes. A quantitative explanatory method was utilized for this study. The target group consisted of active Generation Z students in Malang City who are users of TikTok. A sample of 150 participants was chosen through purposive sampling. Information was gathered through online surveys utilizing a four-point Likert scale. The variables studied were UGC (X₁), e-WOM (X₂), and visit intention (Y). Employing multiple linear regression in IBM SPSS, the analysis shows a positive and significant link between UGC and students’ intention to visit cafes in Malang City. A comparable positive and significant relationship was found for e‑WOM. Simultaneously, UGC and e-WOM significantly affect visit intention, demonstrating that authentic user content combined with digital social interaction on TikTok effectively builds trust, positive perceptions, and interest in visiting cafes. UGC and e-WOM on TikTok play a strategic role in shaping Generation Z’s intention to visit cafes. Café operators are encouraged to stimulate authentic user content creation and manage digital interactions and reviews effectively on TikTok. Future studies are recommended to incorporate additional variables and expand research settings.
subject: Articles
  topic: section
subject: User-Generated Content
  topic: keywords
subject: Electronic Word of Mouth
  topic: keywords
subject: Visit Intention
  topic: keywords
creator: Baiq Isnina Latifa
creator: Sri Indriani
creator: Firda Meisaroh
rights: Copyright (c) 2026 Baiq Isnina Latifa, Sri Indriani, Firda Meisaroh
date: 2026-02-23
publication date: 2026-02-23
starting page: 544
ending page: 559
doi: 10.55047/jekombital.v4i3.1122

Enhancing the Effectiveness of Industrial IoT Training through the Integration of Augmented Reality and the Quality Function Deployment (QFD) Approach
type: item
description: With the increasing complexity of Industrial Internet of Things (IIoT) systems and the growing demand for effective technical training, innovative learning media are needed to improve learners’ understanding of abstract and dynamic industrial processes. This paper outlines the creation and evaluation of an Augmented Reality (AR) learning approach for better Industrial Internet of Things (IIoT) training delivery. The AR-based medium was developed to address issues of usability associated with the traditional Demo Box experience, including reduced visualization and interaction capacity, and heavy reliance on instructor modeling and explanations. A quantitative survey completed by 110 respondents (44 Demo Box learners and 66 AR media learners) explored the learners' perceptions in four domains: usability, satisfaction, functionality, and learning effectiveness. The results indicate a statistically significant difference after using AR media, in ease of use (4.17 → 5.45) and satisfaction (4.41 → 5.32). The AR process is also capable of collaborating with the IIoT devices using the MQTT protocol, allowing learners to see real-time data being sent and received from the sensors and actuators. In summary, AR-based learning media enhanced learner engagement, reduced cognitive load, and improved conceptual understanding of IIoT processes and acted as an additional educational tool to the Demo Box and discussed how AR media supports IIoT education that leverages immersive, data-driven learning environments.
subject: Articles
  topic: section
subject: Augmented Reality (AR)
  topic: keywords
subject: Cognitive Load Theory
  topic: keywords
subject: Experiential Learning
  topic: keywords
subject: Industrial Internet of Things (IIoT)
  topic: keywords
subject: MQTT
  topic: keywords
creator: Salsabila Irbah
creator: Hadziq Fabroyir
rights: Copyright (c) 2026 Salsabila Irbah, Hadziq Fabroyir
date: 2026-02-03
publication date: 2026-02-03
starting page: 535
ending page: 543
doi: 10.55047/jekombital.v4i3.1087

Development of Pakal Forest Park as a Sustainable Edu-Ecotourism and Family Recreation Destination in Surabaya
type: item
description: Urban green spaces play a critical role in ecological sustainability, public health, and social well-being, especially in rapidly urbanizing regions. This study examines Taman Hutan Pakal, an urban forest in West Surabaya, to explore its potential as a sustainable edu-ecotourism and family recreation destination from a management and innovation perspective. Data were collected through field observations, in-depth interviews with park managers, visitors, local communities, and urban planning experts, as well as document analysis. Thematic analysis identified four key insights. First, Taman Hutan Pakal possesses significant ecological and recreational potential. Second, existing challenges include insufficient family-oriented infrastructure, limited environmental education programs, and low visibility in public engagement. Third, opportunities exist through societal demand and supportive policies to enhance environmental literacy and healthy recreational practices. Fourth, strategic interventions such as branding as an Educational Urban Forest, implementing biodiversity-based environmental education, improving child-friendly facilities, and fostering multi-stakeholder collaboration enable value transformation, innovation in urban park management, and long-term sustainability. The findings highlight the importance of integrating ecological, social, and educational dimensions in urban green space management to generate community well-being and strategic value for regional development.
subject: Articles
  topic: section
subject: Biodiversity
  topic: keywords
subject: Edu-Ecotourism
  topic: keywords
subject: Family Recreation
  topic: keywords
subject: Urban Green Space
  topic: keywords
creator: Bawa Mulyono Hadi
creator: Achmad Taufiq
creator: Daniel Pandu Mau
rights: Copyright (c) 2026 Bawa Mulyono Hadi, Achmad Taufiq, Daniel Pandu Mau
date: 2026-01-30
publication date: 2026-01-30
starting page: 511
ending page: 524
doi: 10.55047/jekombital.v4i3.1100

The Influence of Brand Image, Price, and Social Media Marketing on Car Purchase Decisions at Honda Perdana
type: item
description: The growing intensity of competition in the automotive industry has encouraged companies to more thoroughly examine marketing elements that shape consumer behaviour and purchasing decisions. At the dealership level, sales performance often experiences fluctuations across different periods, indicating that the marketing strategies implemented have not yet fully succeeded in maximising consumer purchase outcomes. This situation highlights the importance of conducting empirical research that concentrates on fundamental marketing variables. Aiming to analyze the impact of brand image, pricing, and social media marketing on car purchase decisions, this research focuses on consumers of the Honda Perdana Soreang Branch. A quantitative survey method was employed, collecting primary data through questionnaires from past customers. Analysis via multiple linear regression shows that all three variables have a positive and significant influence on purchasing decisions, both partially and simultaneously. These findings indicate that a strong brand reputation, pricing strategies aligned with consumer value perceptions, and effective utilisation of social media platforms can enhance consumer confidence in making car purchase decisions. It is expected that this study will enhance the theoretical foundations of marketing management while delivering practical recommendations to assist automotive companies in developing more effective and consumer-oriented marketing strategies.
subject: Articles
  topic: section
subject: Automotive Industry
  topic: keywords
subject: Brand Image
  topic: keywords
subject: Price
  topic: keywords
subject: Purchasing Decisions
  topic: keywords
subject: Social Media Marketing
  topic: keywords
creator: Memey Laelasari
creator: Hamidah Fauziah Fadilah
creator: Riyandi Nur Sumawidjaja
creator: Dadan Abdul Aziz Mubarok
creator: Erna Herlinawati
rights: Copyright (c) 2026 Memey Laelasari, Hamidah Fauziah Fadilah, Riyandi Nur Sumawidjaja, Dadan Abdul Aziz Mubarok, Erna Herlinawati
date: 2026-01-30
publication date: 2026-01-30
starting page: 525
ending page: 534
doi: 10.55047/jekombital.v4i3.1114

From Influence to Intention: How Peer Dynamics and Viral Marketing Shape Gen-Z Food Purchasing Through Brand Awareness
type: item
description: Digital platforms and peer interactions play an increasingly central role in shaping Generation Z’s consumption behavior, yet limited empirical evidence clearly explains the distinct effects of peer influence and viral marketing on purchase intention through the mediating role of brand awareness, particularly in Bali’s food industry. This gap constrains marketers’ understanding of which social and digital factors are most influential at different stages of Generation Z’s purchasing process. Focused on Generation Z in Bali, this study explores the roles of peer influence and viral marketing in shaping food purchase intention, with brand awareness as a mediator. Employing a quantitative survey design, the data analysis indicates that viral marketing elevates brand awareness, which subsequently enhances purchase intention. Peer influence, however, exerts a direct effect on purchase intention but does not significantly impact brand awareness. The relationship between viral marketing and purchase intention is fully mediated by brand awareness. These findings highlight the distinct pathways through which digital content (viral marketing) and social interactions (peer influence) operate: the former builds brand recognition, while the latter directly drives purchase decisions. This study offers practical implications for food marketers by highlighting the importance of viral strategies that boost brand awareness, alongside using peer influence to convert awareness into purchase intention. Understanding Generation Z’s digital behavior and social interactions is essential for developing effective marketing strategies in today’s digital environment.
subject: Articles
  topic: section
subject: Brand Awareness
  topic: keywords
subject: Generation Z
  topic: keywords
subject: Peer Influence
  topic: keywords
subject: Purchase Intention
  topic: keywords
subject: Viral Marketing
  topic: keywords
creator: Ni Putu Olla Anggraeni
creator: Ida Nyoman Basmantra
rights: Copyright (c) 2026 Ni Putu Olla Anggraeni, Ida Nyoman Basmantra
date: 2026-01-29
publication date: 2026-01-29
starting page: 499
ending page: 510
doi: 10.55047/jekombital.v4i2.1099

Econometric Analysis of Online Game Transactions on Digital Economy Growth in Indonesia
type: item
description: Digital transformation has made the online gaming industry a complex economic ecosystem. This study analyzes the econometric relationship between Transaction Money Turnover (NPT), Internet Access (AI), Internet Speed (KI), and Net Income (PB) with Economic Growth (PE) using the Ordinary Least Squares (OLS) method in the 2015-2024 time series data. The F test (ANOVA) shows that F counts 9.825 with a significance value of less than 0.001, proving that these four variables are simultaneously significant in influencing Economic Growth. The results of the partial t-test revealed that AI (t = 2.180, Sig. = 0.030) and PB (t = 3.704, Sig. less than 0.001) had a significant positive effect, while NPT (t = -3.323, Sig. less than 0.001) and KI (t = -2.733, Sig. = 0.007) showed a significant negative effect on PE. These findings indicate that the increase in transaction value and speed infrastructure has not been optimally utilized for the real economy. Implicitly, increasing digital literacy and incentives are needed to produce infrastructure as academically the empirical gap between nominal transactions and speed becomes the basis for further study of the integration of behavioral and institutional variables.
subject: Articles
  topic: section
subject: Creative Economy
  topic: keywords
subject: Digital Economy
  topic: keywords
subject: Digital Infrastructure
  topic: keywords
subject: OLS Regression
  topic: keywords
subject: Online Game Transactions
  topic: keywords
creator: Febiola Djangkaru Ramadani
creator: Bagas Arri Atmaja
rights: Copyright (c) 2026 Febiola Djangkaru Ramadani, Bagas Arri Atmaja
date: 2026-01-07
publication date: 2026-01-07
starting page: 485
ending page: 498
doi: 10.55047/jekombital.v4i2.1061

The Influence of Digitalization Readiness, Digital Mindset and Digital Culture on Digitalization Value in Multibusiness Companies
type: item
description: In an era of increasingly massive technological disruption, companies are required to adapt and transform to remain relevant and competitive. Digital transformation has become a necessity, even for companies operating in regions with low technology adoption due to low human development indices. Therefore, multi-business companies undergoing digital transformation face various challenges, both internally and externally. This research aims to determine whether digitalization readiness, digital mindset, and digital culture influence digitalization value. The analysis method is quantitative, using a questionnaire that is subsequently analyzed with Structural Equation Modeling- Partial Least Square (SEM-PLS). The data used in this research is the result of a questionnaire survey aimed at employees in multi-business companies that use technology in their operational processes. The findings showed that Digitalization Readiness influences Digital Mindset and Digital Culture but does not have a direct effect on Digitalization Value. Digitalization Readiness has an effect on Digitalization Value through Digital Mindset, but not through Digital Culture. Ultimately, the key to maximizing the benefits of digitalization for multibusiness firms lies not only in being prepared and having a supportive culture, but also in cultivating a digital mindset. This mindset serves as the crucial path for creating value and should be the main focus for organizations aiming to fully embrace digital transformation.
subject: Articles
  topic: section
subject: Digital Culture
  topic: keywords
subject: Digital Mindset
  topic: keywords
subject: Digitalization Readiness
  topic: keywords
subject: Digitalization Value
  topic: keywords
creator: Noer Aisyah Barlian
creator: Vita Ratnasari
rights: Copyright (c) 2025 Noer Aisyah Barlian, Vita Ratnasari
date: 2025-12-31
publication date: 2025-12-31
starting page: 473
ending page: 484
doi: 10.55047/jekombital.v4i2.1082

Employee Trust Betrayal and Fraud Dynamics in Indonesia’s Logistic Industry
type: item
description: Fraud remains a persistent challenge for organizations in Indonesia, particularly within the logistics industry, which is characterized by complex operations and a high reliance on trust among parties. This study aims to identify the dynamics of employee trust betrayal and patterns of fraudulent behavior in Indonesian organizations. Employing an exploratory case study approach, the research analyzed internal corporate documents, including investigation reports, disciplinary records, and compliance policies from logistics sectors. The findings reveal a rising trend in fraud cases from 2019 to 2024, strongly linked to post-pandemic economic pressures, weak internal controls, and moral rationalization by offenders. Demographic analysis indicates that most perpetrators are early-career male employees under special contract status, suggesting a correlation between employment instability and unethical conduct. Theoretically, this study contributes to the literature by integrating Agency Theory and Fraud Triangle Theory to explain the behavioral roots of organizational fraud. Practically, it underscores the importance of integrity-based governance, multilayered monitoring, and an ethical culture that prioritizes accountability and transparency.
subject: Articles
  topic: section
subject: Agency Theory
  topic: keywords
subject: Corporate Governance
  topic: keywords
subject: Fraud
  topic: keywords
subject: Fraud Triangle
  topic: keywords
subject: Trust
  topic: keywords
creator: Elok Nurindah Sari
creator: Indrianawati Usman
rights: Copyright (c) 2025 Elok Nurindah Sari, Indrianawati Usman
date: 2025-12-30
publication date: 2025-12-30
starting page: 453
ending page: 461
doi: 10.55047/jekombital.v4i2.1080

The Effect of Brand Trust on Customer Loyalty (Case Study of MViCall Application Users in Jabodetabek)
type: item
description: The progression of technological sophistication in application development has resulted in tools designed to optimize user accessibility and requirement fulfillment. Video tone applications, functioning as ring tone substitutes, represent one category of mobile applications attracting substantial user interest, as demonstrated by the MViCall feature developed by PT. Indonesia Satu Tujuh, a content provider enterprise. Empirical observation reveals a systematic decline in active MViCall users throughout 2022, with figures decreasing from 6,791 active subscribers in January to 2,831 in September. This attrition has been identified as resulting from customer perceptions of involuntary subscription enrollment accompanied by unauthorized credit deductions. The objective of this investigation is to elucidate brand trust and customer loyalty constructs associated with MViCall in the Greater Jakarta region, and to determine the causal relationship between brand trust and loyalty. Data acquisition for this study was conducted through questionnaire administration to 97 respondents constituting MViCall application customers in Jabodetabek, with data processing executed using Excel and IBM SPSS Version 26. Methodological approaches employed encompassed quantitative descriptive analysis, hypothesis testing, simple linear regression analysis, and coefficient of determination assessment. Empirical results indicate that the brand trust variable exhibits a mean value of 3.84, corresponding to a high categorical classification, while the loyalty variable similarly demonstrates high categorization with a mean value of 3.81, with statistical analysis confirming a significant effect of brand trust on loyalty. The research concludes with the recommendation that PT. Indonesia Satu Tujuh (MViCall) implement measures to enhance brand trust.
subject: Articles
  topic: section
subject: Brand Trust
  topic: keywords
subject: Customer Loyalty
  topic: keywords
subject: Digital Services
  topic: keywords
subject: Mobile Application
  topic: keywords
creator: Saskia Prameswari
creator: Levyda Levyda
rights: Copyright (c) 2025 Saskia Prameswari, Levyda Levyda
date: 2025-12-30
publication date: 2025-12-30
starting page: 462
ending page: 472
doi: 10.55047/jekombital.v4i2.1081

Implementation of Sustainable Procurement in Purchasing at Hotel X
type: item
description: Consumer demand for environmentally friendly practices is pushing hotels to change. Hotel X has implemented an ESG Policy, prioritizing sustainable procurement. This means focusing on local and environmentally certified suppliers instead of just cost and quality. However, transitioning to this model presents challenges. Therefore, this study aims to examine the implementation of sustainable procurement within the purchasing department at Hotel X. This study utilizes a qualitative descriptive method by engaging two selected informants. The data analysis technique consisted of several stages: data collection, data reduction, data presentation, and conclusion drawing. The data were obtained through a combination of interviews, observations, and document analysis. The results indicate that four out of six principles of the Environmental Social Governance (ESG) Policy in the area of materials sourcing and efficiency have been successfully implemented. The remaining two principles have not been fully implemented due to several challenges. These challenges include phased implementation, limited availability of certified local suppliers, low supplier awareness, and difficulties in sourcing renewable raw materials that meet the hotel’s operational needs. These findings provide significant contributions to the development of sustainable procurement practices in the hospitality sector and open up opportunities for broader application across other industries. Organizations can formulate more targeted and effective strategies to facilitate the implementation of sustainable procurement, which in turn contributes to improving the hotel's reputation, increasing customer satisfaction, and promoting environmental sustainability.
subject: Articles
  topic: section
subject: Environmental Sustainability
  topic: keywords
subject: ESG Policy
  topic: keywords
subject: Hotel Industry
  topic: keywords
subject: Purchasing Management
  topic: keywords
subject: Sustainable Procurement
  topic: keywords
creator: Ni Putu Eka Amaylia Kusuma Dewi
creator: I Dewa Ayu Rai Sumariati
creator: Luh Nyoman Tri Lilasari
rights: Copyright (c) 2025 Ni Putu Eka Amaylia Kusuma Dewi, I Dewa Ayu Rai Sumariati, Luh Nyoman Tri Lilasari
date: 2025-11-28
publication date: 2025-11-28
starting page: 348
ending page: 356
doi: 10.55047/jekombital.v4i2.1050

Advancing Green Marketing in Southeast Asia’s Cosmetics Industry: A Systematic Literature Review of Trends, Challenges, and Opportunities
type: item
description: The cosmetics sector in Southeast Asia is undergoing swift changes, spurred by a global surge in environmental consciousness and the embrace of sustainable business practices. This research employs a Systematic Literature Review (SLR) to explore the development, opportunities, and obstacles of green marketing in the region’s cosmetics industry. Using the PRISMA framework, 80 peer-reviewed articles published from 2020 to 2025 were examined across six thematic areas: consumer behavior, corporate green strategies, technological innovation, institutional and financial support, socio-cultural and regulatory context, and sustainable operational practices. The study’s findings indicate that environmental awareness, health consciousness, and brand authenticity are the most significant predictors of purchasing behavior for green cosmetics, while price sensitivity and a lack of understanding of eco-labels remain major challenges. The incorporation of corporate social responsibility (CSR), digital innovation, and eco-design boosts consumer trust and brand differentiation, making green marketing both a competitive strategy and a driver of sustainability. However, regional differences, inconsistent regulations, and weak enforcement hinder the widespread adoption of sustainable practices. The review highlights research gaps, such as the need for cross-country comparative studies, mechanisms to detect greenwashing, and technology-enabled transparency frameworks. Overall, green marketing in Southeast Asia’s cosmetics industry is showing increasing maturity and strategic alignment with the United Nations Sustainable Development Goals (SDGs), particularly Responsible Consumption and Production (SDG 12) and Climate Action (SDG 13), emphasizing its crucial role in promoting sustainable economic growth and ethical consumerism.
subject: Articles
  topic: section
subject: Cosmetic Industry
  topic: keywords
subject: Green Marketing
  topic: keywords
subject: Southeast Asia
  topic: keywords
subject: Sustainability
  topic: keywords
subject: Systematic Literature Review
  topic: keywords
creator: Zelika Nidya Damarani
creator: Rista Nurdianasari
creator: Shabira Maharani
rights: Copyright (c) 2025 Zelika Nidya Damarani, Rista Nurdianasari, Shabira Maharani
date: 2025-11-28
publication date: 2025-11-28
starting page: 332
ending page: 347
doi: 10.55047/jekombital.v4i2.1069

Benchmarking Machine Learning Models for Corporate Bankruptcy Prediction using Financial Ratios
type: item
description: Corporate bankruptcy prediction is a critical task in financial risk management, particularly under conditions of economic uncertainty and highly imbalanced datasets. This study presents a comprehensive benchmarking framework that evaluates multiple supervised learning models and a voting ensemble approach for corporate bankruptcy prediction. Using a publicly available dataset comprising 78,682 financial records from US-listed companies on NYSE and NASDAQ (1999-2018), we compare the performance of Random Forest, XGBoost, Gradient Boosting, Support Vector Machine, Decision Tree, and a Voting Classifier. Extensive preprocessing, including outlier removal, normalization, and feature selection, and cost-sensitive learning to mitigate severe class imbalance was conducted to ensure data quality. Model performance was assessed using multiple evaluation metrics such as accuracy, F1-score, and ROC AUC to account for class imbalance. Results demonstrate that the Voting Classifier, integrating Random Forest, XGBoost, and Gradient Boosting via hard voting, achieves superior overall performance with an accuracy of 93.6%, F1-score of 96.5%, and ROC AUC of 82.6%, outperforming individual models. The findings underscore the value of ensemble approaches in improving prediction robustness while addressing class imbalance challenges in financial distress forecasting. This study contributes a reproducible experimental design that can guide future research and practical implementation of learning models in corporate bankruptcy risk assessment.
subject: Articles
  topic: section
subject: Bankruptcy Prediction
  topic: keywords
subject: Ensemble Learning
  topic: keywords
subject: Machine Learning
  topic: keywords
subject: Model Evaluation
  topic: keywords
subject: Voting Classifier
  topic: keywords
creator: Sigit Mulyanto
creator: Dwika Lovitasari Yonia
creator: Muhammad Arif
creator: Bambang Sutejo
rights: Copyright (c) 2025 Sigit Mulyanto, Dwika Lovitasari Yonia, Muhammad Arif, Bambang Sutejo
date: 2025-11-29
publication date: 2025-11-29
starting page: 357
ending page: 374
doi: 10.55047/jekombital.v4i2.1071

HR Digital Transformation, Digital Work Culture, and Local Values: Evidence from Gorontalo University
type: item
description: Digital transformation in human resource management is increasingly essential for regional universities seeking to improve competitiveness and efficiency. This study examines how HR digital transformation affects employee performance, focusing on the mediating role of digital work culture rooted in local values. Using a sequential explanatory mixed-methods design, data were collected from 136 lecturers and administrative staff at Gorontalo University, Indonesia. The quantitative phase employed Structural Equation Modeling-Partial Least Squares (SEM-PLS), followed by thematic analysis of interviews with 10 key informants. The results indicate that HR digital transformation significantly affects employee performance, both directly (β = 0.61; p < 0.001) and indirectly through digital work culture as a partial mediating variable (β_indirect = 0.17; p < 0.01). Digital transformation also has a positive effect on digital work culture (β = 0.58; p < 0.001), and digital work culture positively influences employee performance (β = 0.29; p < 0.01). The coefficient of determination (R² = 0.73) shows that the model explains 73% of the variance in employee performance, with an adequate Goodness of Fit level (SRMR = 0.065). The qualitative findings reinforce the quantitative results by revealing the emergence of “digital kinship,” a form of collaborative digital solidarity rooted in the local value of mosidara (mutual respect and cooperation). This study offers new insights by integrating the Resource-Based View and Dynamic Capability Theory, showing that successful digital transformation relies not only on technology adoption but also on cultivating a digital work culture grounded in local wisdom and digital work ethics.
subject: Articles
  topic: section
subject: Digital Transformation
  topic: keywords
subject: Digital Work Culture
  topic: keywords
subject: Human Resource Management
  topic: keywords
subject: Local Values
  topic: keywords
subject: University Performance
  topic: keywords
creator: Silveny Ismail
creator: Mahludin Baruwadi
creator: Mohamad Rolli Paramata
creator: Deby Rita Karundeng
rights: Copyright (c) 2025 Silveny Ismail, Mahludin Baruwadi, Mohamad Rolli Paramata, Deby Rita Karundeng
date: 2025-12-09
publication date: 2025-12-09
starting page: 424
ending page: 436
doi: 10.55047/jekombital.v4i2.1064

Factors Influencing Investment Decisions Among University Students: The Roles of Financial Literacy, Lifestyle, Income, and Financial Planning
type: item
description: The rapid proliferation of financial technology and the effortless accessibility of digital investment platforms have significantly reshaped the investment landscape, allowing younger generations to begin investing with minimal capital while acquiring financial knowledge through diverse applications and virtual learning resources. Investment decision-making has become increasingly important among youth, who possess the temporal advantage to benefit from the compounding effect of returns, yet must simultaneously anticipate future challenges such as inflation, post-retirement uncertainty, and rising living costs. These circumstances highlight the necessity of building an investment portfolio early to achieve financial resilience and independence. This study aims to examine the influence of financial literacy, lifestyle, income level, and financial planning on students’ investment decisions. The research encompassed active part-time Fintech students in the Management Study Program (Friday–Saturday class), Faculty of Social Sciences, Universitas Pembangunan Panca Budi Medan, cohorts 2022–2023. Through the Slovin formula, 71 individuals were designated as the sample. A quantitative survey design was utilized, with questionnaire data processed via SPSS. Findings indicate that financial literacy exerts a salubrious and statistically weighty partial influence on investment decisions. Lifestyle also demonstrates a positively potent and preponderant effect. In contrast, income and financial planning show no substantive partial impact. Nonetheless, when assessed simultaneously, all four variables collectively manifest significant influence, reflected in F = 43.852, p < 0.001, R² = 0.727.
subject: Articles
  topic: section
subject: Financial Literacy
  topic: keywords
subject: Financial Planning
  topic: keywords
subject: Income
  topic: keywords
subject: Investment Decisions
  topic: keywords
subject: Lifestyle
  topic: keywords
creator: Siti Halimah Rambe
creator: Noni Ardian
creator: Hernawaty Hernawaty
rights: Copyright (c) 2025 Siti Halimah Rambe, Noni Ardian, Hernawaty Hernawaty
date: 2025-12-09
publication date: 2025-12-09
starting page: 437
ending page: 452
doi: 10.55047/jekombital.v4i2.1079

The Role of Social Media Influencers in Cosmetic Marketing: A Systematic Literature Review
type: item
description: The rapid growth of social media has transformed the beauty and cosmetics industry, positioning social media influencers (SMIs) as critical intermediaries between brands and consumers. This study conducts a Systematic Literature Review (SLR) of 37 empirical articles published between 2015 and 2025 to synthesize how influencer credibility, authenticity, and parasocial relationships affect consumer behavior, brand perception, and purchase intention. The review follows PRISMA 2020 and bibliometric protocols using Publish or Perish, Scopus, CrossRef, and Covidence for systematic screening. The findings indicate four dominant research themes: (1) source credibility and influencer attributes, (2) authenticity and parasocial relationships, (3) consumer behavioral outcomes such as brand trust and loyalty, and (4) strategic influencer marketing practices. The results reveal that trustworthiness and authenticity consistently mediate the relationship between influencer credibility and purchase intention, while cultural and contextual factors moderate these effects. Moreover, micro- and nano-influencers are increasingly valued for their authenticity and engagement over macro-influencers with larger audiences. The review concludes that influencer marketing in the cosmetics sector has evolved from transactional promotion to relational advocacy, emphasizing ethical transparency, audience alignment, and sustainable consumer loyalty.
subject: Articles
  topic: section
subject: Consumer Behavior
  topic: keywords
subject: Cosmetic Marketing
  topic: keywords
subject: Purchase Intention
  topic: keywords
subject: Social Media Influencers
  topic: keywords
subject: Systematic Literature Review
  topic: keywords
creator: Rista Nurdianasari
creator: Shabira Maharani
creator: Zelika Nidya Damarani
rights: Copyright (c) 2025 Rista Nurdianasari, Shabira Maharani, Zelika Nidya Damarani
date: 2025-11-29
publication date: 2025-11-29
starting page: 375
ending page: 389
doi: 10.55047/jekombital.v4i2.1077

Talent Management Analysis at PT Permodalan Nasional Madani Venture Capital
type: item
description: This study analyzes the implementation of talent management at PT Permodalan Nasional Madani Venture Capital (PT PNM Venture Capital) as a venture capital company that plays a strategic role in supporting the development of micro, small, and medium enterprises (MSMEs) in Indonesia. The problems studied include unsystematic talent management planning, unintegrated recruitment, inaccurate talent placement, lack of talent with specific skills, insufficient training programs, absence of talent pool systems, and high turnover, especially in the marketing department. The research framework integrates talent management theory, Resource-Based View (RBV), Positioning Theory, Human Capital Theory, Psychological Contract Theory, Performance Management Theory, and Dynamic Capability Theory. The research employs a descriptive qualitative approach with in-depth interviews, observation, and documentation studies involving the President Director, Head of Human Resources Division, and human resources practitioners. The findings show that PT PNM Venture Capital has implemented the main components of talent management, including HR planning, recruitment, placement, development, retention, and performance assessment based on Key Performance Indicators (KPIs). However, implementation still faces obstacles including limited HR Analytics technology, lack of integrated talent pool, absence of Individual Development Plans (IDPs), and high employee turnover among those with less than one year of service. The implementation is not yet fully technology-based, data-driven, and long-term oriented. The recommendations include implementing HR Analytics and integrated digital systems, developing IDPs, strengthening succession planning and leadership development, adopting employee engagement-based retention strategy, and undertaking adaptive talent management transformation to increase competitiveness in the dynamic venture capital industry.
subject: Articles
  topic: section
subject: Human Resource Development
  topic: keywords
subject: Talent Management
  topic: keywords
subject: Venture Capital
  topic: keywords
creator: Widi Maryati
creator: Nugroho B. Sukamdani
creator: Tatan Sukwika
rights: Copyright (c) 2025 Widi Maryati, Nugroho B. Sukamdani, Tatan Sukwika
date: 2025-12-03
publication date: 2025-12-03
starting page: 390
ending page: 409
doi: 10.55047/jekombital.v4i2.1070

Navigating Platform Dependence: Strategic Decision-Making Process Behind PT Local’s D2C Business Model Shift
type: item
description: PT Local faces challenges as its heavy reliance on marketplaces begins to limit the company's ability to manage profit margins, access customer data, and build long-term relationships with its own consumers. This situation creates a need to re-evaluate its growth strategy and consider a shift towards a Direct-to-Consumer (D2C) model as an effort to strengthen business autonomy and sustainability. This study aims to explore this transition process by examining the company's internal dynamics and customer responses to the change in sales channels. A qualitative approach was employed through interviews with the internal team, customer surveys, and financial data analysis, supported by the use of the SWOT, TOWS, Porter’s Five Forces, and Resource-Based View (RBV) frameworks to comprehensively understand the company's strategic position. The findings identify five key steps: maintaining marketplaces as an acquisition channel while migrating repeat customers to D2C platforms; enhancing the quality of the D2C experience through more intuitive interface design, faster payment processing, responsive customer service, and reliable delivery; leveraging customer data to build a cross-brand loyalty ecosystem; refining operational and financial system integration; and establishing a cross-functional committee to ensure consistent strategy execution. This study concludes that the transition to D2C is not intended to abandon marketplaces entirely, but rather to reduce dependency by strengthening customer relationships and improving long-term profit stability.
subject: Articles
  topic: section
subject: Digital Business
  topic: keywords
subject: Direct-to-Customer
  topic: keywords
subject: Platform
  topic: keywords
subject: Strategic Decision-Making
  topic: keywords
subject: Strategic Shift
  topic: keywords
creator: Sisca Melinda
creator: Pri Hermawan
rights: Copyright (c) 2025 Sisca Melinda, Pri Hermawan
date: 2025-12-03
publication date: 2025-12-03
starting page: 410
ending page: 423
doi: 10.55047/jekombital.v4i2.1076

Analysis of the Relationship between Leadership Style and Work Motivation to Employee Loyalty at PT Anugerah Putra Langkat
type: item
description: Employee loyalty constitutes a pivotal determinant in the triumph of an organization, particularly amidst the escalating intensity of modern business rivalry. PT Anugerah Putra Langkat, an enterprise situated in North Sumatra, grapples with the predicament of preserving competent personnel and cultivating enduring organizational allegiance. An appropriate leadership paradigm accompanied by optimal motivational stimuli is presumed to exert a considerable impact on the magnitude of employee devotion within the company. The present research aimed to identify the correlation between leadership orientation and occupational motivation toward employee loyalty at PT Anugerah Putra Langkat. Employing a quantitative methodology with both descriptive and explanatory research frameworks, the investigation encompasses the entire workforce of 156 individuals, with a sampling cohort of 85 respondents selected through a saturated sampling technique. The findings reveal that, individually, leadership style exerts a constructive and statistically significant influence on occupational loyalty. Likewise, work motivation demonstrates a positive and meaningful correlation with employee allegiance. Collectively, these two variables exhibit a conjoint and substantial impact on overall job loyalty.
subject: Articles
  topic: section
subject: Employee Loyalty
  topic: keywords
subject: Leadership Style
  topic: keywords
subject: Work Motivation
  topic: keywords
creator: Bagas Indrianto Prasetio
creator: M. Chaerul Rizky
creator: Agita Trianto
creator: Ahmad Ihsan
rights: Copyright (c) 2025 Bagas Indrianto Prasetio, M. Chaerul Rizky, Agita Trianto, Ahmad Ihsan
date: 2025-10-22
publication date: 2025-10-22
starting page: 306
ending page: 315
doi: 10.55047/jekombital.v4i2.1053

E-Marketing Mixes and Their Influence on Business Growth: Evidence from SME Leaders in Erbil, Kurdistan Region
type: item
description: The advent of e-marketing has transformed the business landscape, offering small and medium enterprises (SMEs) a powerful tool for growth, particularly in emerging economies like the Kurdistan Region of Iraq. In Erbil city, SMEs face the dual challenge of leveraging digital tools for competitiveness while operating within a unique socio-economic context. This study aims to investigate the impact of electronic marketing on business growth in small and medium enterprises (SMEs) in Erbil city. To achieve this end, the researchers utilize analytical descriptive approaches. Using a quantitative case study methodology, data were collected through a pre-tested, structured questionnaire distributed to 85 e-marketing group leaders in Erbil City. A total of 79 valid responses were obtained for statistical analysis. The study yielded multiple conclusions, indicating a substantial and positive correlation between the adoption of e-marketing mixes and business growth, illustrating that the proficient utilization of digital marketing tools enhances revenue growth, market expansion, and customer engagement. The research presented a set of recommendations; the most important thing is that small and medium-sized firms ought to aggressively employ social media marketing to promote brand awareness and foster client involvement, while collaborating with local influencers can bolster brand recognition and broaden reach in the Kurdistan market.
subject: Articles
  topic: section
subject: Business Growth
  topic: keywords
subject: E-Marketing Mixes
  topic: keywords
subject: SME
  topic: keywords
subject: Erbil
  topic: keywords
subject: Kurdistan Region
  topic: keywords
subject: Iraq
  topic: keywords
creator: Jamal Ahmed Hama Kareem
creator: Ronyaz Hayyas Mahmood
creator: Hazhar Omer Mohammed
creator: Nabaz Nawzad Abdullah
rights: Copyright (c) 2025 Jamal Ahmed Hama Kareem, Hazhar Omer Mohammed, Ronyaz Hayyas Mahmood, Nabaz Nawzad Abdullah
date: 2025-11-06
publication date: 2025-11-06
starting page: 316
ending page: 331
doi: 10.55047/jekombital.v4i2.1067

Development of Application-Based Business Models in the Creative Cosplay Industry
type: item
description: The cosplay industry is a rapidly growing sector of the creative economy, combining performing arts, craftsmanship, and digital entrepreneurship. With the rise in global interest in anime, gaming, and pop culture, cosplay has evolved from a recreational activity into a creative industry that generates income for designers, rental providers, photographers, and event organizers. However, the industry still faces major challenges, including high production costs, limited access to quality costumes, and a fragmented service system that hinders business scalability and collaboration. These conditions highlight the urgent need for a more integrated and technology-driven business approach. This study aims to design an application-based business model to address these barriers and optimize opportunities for cosplayers and service providers. A quantitative approach was employed by distributing questionnaires to 112 respondents from various cosplay communities and providers. The collected data were analyzed using descriptive statistics and Business Model Canvas (BMC) mapping to identify key components of the proposed model. Findings show that most respondents express a strong demand for digital platforms that provide affordable access to costumes, efficient rental and purchase services, and community-based features. The results further highlight revenue opportunities for providers and service providers through integrated application systems. This study contributes to the development of digital business models in creative industries and provides practical implications for entrepreneurs and policymakers in supporting innovation within the cosplay sector.
subject: Articles
  topic: section
subject: Cosplay Industry
  topic: keywords
subject: Creative Economy
  topic: keywords
subject: Application-based business model
  topic: keywords
subject: Business Model Canvas
  topic: keywords
subject: Digital Innovation
  topic: keywords
creator: Azka Raisa Subagio
rights: Copyright (c) 2025 Azka Raisa Subagio
date: 2025-10-22
publication date: 2025-10-22
starting page: 289
ending page: 305
doi: 10.55047/jekombital.v4i2.1048

AI-Powered Chatbots: Revolutionizing Customer Service in the Digital Era
type: item
description: Chatbots using artificial intelligence are transforming customer service in today's rapidly evolving digital environment. The way companies engage with their customers is undergoing a major transformation, thanks to these smart virtual assistants that offer immediate and tailored support around the clock. The capacity to promptly respond to consumer inquiries is one of the primary advantages of AI chatbots. By automating mundane duties, they enable human agents to concentrate on more intricate issues, thereby improving overall productivity and efficiency. Additionally, AI chatbots employ machine learning algorithms to perpetually enhance their responses by analyzing past interactions. This enables them to understand context, detect sentiment, and deliver more relevant and tailored assistance over time. As a result, customer satisfaction levels soar, leading to increased loyalty and retention rates. Another advantage of AI chatbots is their capability of managing multiple conversations concurrently, thereby guaranteeing that no consumer is left waiting for assistance. This scalability makes them ideal for businesses of all sizes, from startups to multinational corporations, seeking to optimize their customer service operations. Additionally, the omnichannel presence guarantees that consumers can obtain assistance through their favored channels, thereby improving accessibility and convenience. In summary, chatbots that are propelled by AI are transforming the way customer service is delivered in the digital age by offering scalable, personalized, and quick assistance. Businesses are on the brink of delivering unparalleled client experiences and gaining a competitive advantage in the market as they continue to adopt this technology.
subject: Articles
  topic: section
subject: AI-Powered Chatbots
  topic: keywords
subject: Customer Service
  topic: keywords
subject: Digital Era
  topic: keywords
subject: Revolutionizing
  topic: keywords
subject: Scalability
  topic: keywords
creator: Mohammad Ibnu Hibban
rights: Copyright (c) 2025 Mohammad Ibnu Hibban
date: 2025-10-21
publication date: 2025-10-21
starting page: 282
ending page: 288
doi: 10.55047/jekombital.v4i2.1030

The Relationship Between the Implementation of Company System Digitalisation and Work Discipline as Determinants of Employee Performance: A Study of the Retail Industry in Cibitung
type: item
description: The development of digital technology has prompted companies to adopt digital systems in order to enhance operational efficiency and employee performance. However, adaptation to digitalization does not always have a direct impact on productivity, especially in the context of the retail industry which demands high discipline and adherence to work procedures. This study aims to analyze the influence of company system digitalization and work discipline on employee performance, as well as to evaluate the role of work discipline as a mediating variable in the context of the retail industry in Cibitung. This study uses a quantitative approach with path analysis method. Data were collected through online questionnaires distributed to 100 employees selected using purposive sampling. The results of the analysis indicate that the digitalization of company systems does not directly impact employee performance in a significant way. However, digitalization does have a beneficial and significant effect on work discipline, which in turn has a positive and significant impact on employee performance. Although the role of work discipline as a mediator in the link between digitalization and performance may not be statistically significant, there are still signs of partial mediation. Based on these results, it can be concluded that just introducing digital technology is not sufficient; there needs to be additional focus on improving work discipline to fully optimize the effect on employee productivity. This research offers practical advice for retail managers, emphasizing the need to combine digital policies with discipline-strengthening tactics such as training, monitoring, and incentives to enhance performance.
subject: Articles
  topic: section
subject: Digitalization
  topic: keywords
subject: Employee Performance
  topic: keywords
subject: Mediation Analysis
  topic: keywords
subject: Retail Industry
  topic: keywords
subject: Work Discipline
  topic: keywords
creator: Umban Adi Jaya
creator: Fauzan Manafi Albar
creator: Indarta Priyana
creator: La Ode Mbunai
creator: Galih Raspati
rights: Copyright (c) 2025 Umban Adi Jaya, Fauzan Manafi Albar, Indarta Priyana, La Ode Mbunai, Galih Raspati
date: 2025-10-06
publication date: 2025-10-06
starting page: 271
ending page: 281
doi: 10.55047/jekombital.v4i2.1039

The Effects of Asset Turnover and Accounts Receivable Turnover on The Profitability of Hotel X
type: item
description: Profitability is a key indicator of hotel financial performance success that is heavily influenced by the effectiveness of asset utilization and accounts receivable management. In the capital-intensive and competitive hospitality industry, the ability to optimize assets and accelerate cash flow from receivables becomes an important factor in maintaining business sustainability. This research aimed to examine the effect of asset turnover and accounts receivable turnover on profitability at Hotel X. This research employed a quantitative approach with secondary data derived from the financial statements of Hotel X, for 2020–2024. Data collection techniques include non-participant observation and a documentation study. The data analysis method is multiple linear regression with the Statistical Product and Service Solutions (SPSS) version 30 software. The results indicate that both asset and accounts receivable turnover positively and significantly affect profitability, both partially and simultaneously. This suggests that efficient management of assets and receivables can enhance the hotel’s financial performance in generating profit. The coefficient of determination shows that the independent variables explain 86.2% of the variability in profitability, while other factors outside this study influence the remaining 13.8%. The evidence confirm that efficient asset and receivables management contributes significantly to improving the profitability of Hotel X. Therefore, managerial strategies that focus on resource optimization and improvement of collection systems can strengthen the hotel's financial performance and competitiveness in the future.
subject: Articles
  topic: section
subject: Asset Turnover
  topic: keywords
subject: Accounts Receivable Turnover
  topic: keywords
subject: Profitability
  topic: keywords
subject: Return on Assets (ROA)
  topic: keywords
creator: Ni Kadek Vidya Aishwanari
creator: I Gusti Ngurah Agung Wiryanata
creator: A.A. Istri M. Septiviari
rights: Copyright (c) 2025 Ni Kadek Vidya Aishwanari, I Gusti Ngurah Agung Wiryanata, A.A. Istri M. Septiviari
date: 2025-10-02
publication date: 2025-10-02
starting page: 259
ending page: 270
doi: 10.55047/jekombital.v4i2.1036

Development of a Marketplace Building Store Using a Value Proposition Design Approach (Case Study: XYZ.COM)
type: item
description: This research is designed with the aim of identifying the various problems that are commonly faced by users of the XYZ.com building materials marketplace and, at the same time, developing appropriate solutions by applying the Value Proposition Design approach in order to address those problems more effectively. The main challenges that XYZ.com is currently experiencing are related to user adoption as well as overall user satisfaction, which then become the primary focus and central concern of this research. In conducting the study, qualitative research methods were employed, with data collection carried out through in-depth interviews combined with observation activities to obtain richer insights. This research is also grounded in the pragmatism paradigm, which emphasizes practical considerations in problem-solving. The expected contribution of this research is not only to provide practical recommendations that can enhance XYZ.com’s services but also to add valuable insights to the existing literature on e-commerce platform development in Indonesia.
subject: Articles
  topic: section
subject: Building Materials
  topic: keywords
subject: Case Study
  topic: keywords
subject: E-commerce
  topic: keywords
subject: Marketplace Development
  topic: keywords
subject: Value Proposition Design
  topic: keywords
creator: Muhammad Septian Widaryanto
creator: Astri Ghina
rights: Copyright (c) 2025 Muhammad Septian Widaryanto, Astri Ghina
date: 2025-09-29
publication date: 2025-09-29
starting page: 246
ending page: 258
doi: 10.55047/jekombital.v4i2.1033