JURNAL EKONOMI KREATIF DAN MANAJEMEN BISNIS DIGITAL
Journal Title: Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Initials: JEKOMBITAL Frequency: February, May, Agustus, November Online ISSN: 2961-8428 Editor in Chief: Khoiriyah Trianti, S.E., M.S.A. DOI: https://doi.org/10.55047/jekombital Publisher: Transpublika Publisher 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. All papers are double blind peer-reviewed and published four (4) times in a year (February, May, Agustus, November ) e-ISSN : 2961-8428 (online)
The Role of Co-Innovation and Absorptive Capacity on Speed of Innovation and Its Impact on New Product Performance in the Small Sector Industry
Co-innovation is essential in the innovation literature, particularly for small-sector industries. This study examines how co-innovation, absorptive capacity, and speed of innovation influence new product performance. A cohort of 134 participants, drawn from disparate industries encompassing handicrafts, textiles, and food and beverage, was surveyed to garner data. Partial least squares structural equation modeling was employed to subject the research hypotheses to examination. A pronounced, affirmative direct association between co-innovation, speed of innovation, and new product performance was evidenced by the results. A considerable moderating influence exerted by absorptive capacity upon the co-innovation, new product performance relationship was subsequently unearthed. The cultivation of co-innovation practices with a multiplicity of partners; suppliers, competitors, customers, and industrial enterprises, is underscored as vital for securing a wider array of resources capable of enhancing new product performance. Moreover, businesses must possess the capacity to assimilate and reconcile newly acquired knowledge with their extant knowledge base, so that it might be exploited to fullest effect.
Copyright (c) 2026 Fadhlan Ridhwana Sujana*, Fansuri Munawar, Kahfi Gunardi, Ardi Susanto https://creativecommons.org/licenses/by/4.0
The Effects of Social Media, E-WOM, and Online Interactions on Customer Loyalty Toward Justincase’s Parcel Delivery Service Through Consumer Trust
Reconfigured by the swift advancement of digital technology has been consumer conduct in the quest for information and engagement with service providers, personal shopper services included. Cardinal determinants in the cultivation of customer trust and loyalty have been constituted by social media, electronic word of mouth (e-WOM), and online interaction. Scrutinized by this study are the effects exerted by social media, electronic word of mouth, and online interaction upon customer loyalty, both directly and indirectly via customer trust, within the ambit of the Justincase personal shopping service. A quantitative approach, operationalized through survey methodology, was enlisted. Questionnaires disseminated to 140 Justincase patrons, culled via purposive sampling, constituted the means whereby data were gathered. Data analysis was undertaken by means of Structural Equation Modeling-Partial Least Squares (SEM-PLS), a methodology enabled through the application of SmartPLS 4.0. Subsumed within this analytical process were validity and reliability testing, appraisal of both the outer and inner models, and hypothesis testing, the latter effected via bootstrapping procedures. Propitious and consequential effects upon customer trust are exerted by social media, electronic word of mouth, and online interaction. Customer loyalty is appreciably shaped by social media, electronic word of mouth, online interaction, and customer trust. Mediating the influence of social media, electronic word of mouth, and online interaction upon customer loyalty is customer trust. Intimated by these findings is the notion that, through efficacious digital communication, favorable online recommendations, and responsive interactions, customer trust may be fortified, engendering heightened loyalty toward the Justincase personal shopping service.
Copyright (c) 2026 Puti Sarah Jayati*, Daman Sudarman https://creativecommons.org/licenses/by/4.0
Strengthening Rural Food SME Competitiveness through Digitalization and Village Cooperatives
The competitiveness of rural food micro, small, and medium enterprises (MSMEs) is constrained by limited market access, uneven digital literacy, and weak institutional support. This study aims to analyze these conditions and develop an integrative strategy for strengthening food MSME competitiveness through digitalization and the Merah Putih Village Cooperative (KDMP) in support of local economic development. A qualitative case study was conducted in Sekarpuro Village, Pakis District, Malang Regency. Data were collected through observations, semi-structured interviews, focus group discussions, and document analysis involving KDMP management, food MSMEs, village government, and subdistrict authorities. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña, thematic analysis, and SWOT analysis. The findings show that KDMP functions as a coordination hub for MSME empowerment and digitalization, while its emerging digital information system supports institutional transparency and coordination. The study develops an Integrative Model for Strengthening Food MSME Competitiveness based on five stages: input, process, output, outcome, and impact. Conceptually, the model integrates the Resource-Based View (RBV), Dynamic Capabilities Theory, and Institutional Theory to explain how strategic resources, adaptive capabilities, and institutional coordination jointly strengthen competitiveness. The findings provide practical guidance for sustainable rural MSME empowerment and local economic development.
Copyright (c) 2026 A. Taufiq Hidayat*, Khalilah Daud Isaac Makhmut, Riski Febria Nurita, Abdurrahman Yusuf https://creativecommons.org/licenses/by/4.0
Intellectual Property-Based Financing as Alternative Collateral for Creative Economy MSMEs: Implications for Financial Inclusion and Business Growth in Indonesia
The creative economy is a major driver of innovation-led growth, yet creative economy MSMEs face limited access to formal financing because their business models depend on intangible assets rather than physical collateral. Indonesia has introduced a regulatory framework recognizing intellectual property (IP) as an alternative form of collateral for financing. This study examines how Indonesia’s IP-based financing framework is intended to expand financial inclusion for creative economy MSMEs, using a qualitative policy analysis approach evaluating five key regulatory instruments issued between 2019 and 2026 that collectively establish IP as a recognized, valuable, and financeable asset. The findings indicate that Indonesia has developed an initial institutional architecture for transforming intellectual property into a financing instrument, but this architecture remains partial rather than comprehensive: it stops short of specifying enforcement, liquidation, and dispute-resolution mechanisms, and implementation challenges remain significant, including institutional risk aversion, limited IP literacy among MSMEs, and unequal digital access. Recent developments, including the inauguration of Indonesia's first certified IP Appraisers and a dedicated IDR 10 trillion KUR Ekraf platform launched in February 2026, indicate the framework has begun moving toward operational practice, though no disbursement data are yet available to confirm effectiveness. This study contributes to the MSMEs financing literature by positioning IP as an instrument that may enhance financial inclusion and support business growth, while cautioning that regulatory recognition alone does not guarantee improved access without parallel investment in valuation capacity and MSMEs readiness.
Copyright (c) 2026 Stepanus Dwi Nugroho Adi*, Gustraprasaja Galih Jatisantosa https://creativecommons.org/licenses/by/4.0
Development of Local Culinary Innovation to Support Cultural Tourism and the Creative Economy in Mojokerto Regency
The local culinary potential in Mojokerto Regency has a close relationship with the cultural heritage and history of Majapahit, but its utilization as part of cultural tourism and creative economy development still needs to be strengthened. This research identifies the local culinary potential of Mojokerto and develops an integrative model that connects culinary, cultural heritage, tourism experience, and destination competitiveness. The research uses a qualitative descriptive approach with a case study design. Data were obtained through in-depth interviews, field observations, and document analysis involving culinary MSME actors, local government, cultural communities, tourism destination managers, and tourists in Mojokerto Regency. Data were analyzed using thematic analysis. The research results show that Mojokerto has strong local culinary potential, supported by the richness of Majapahit’s culture and history. Based on informants’ perspectives, six main themes are seen as playing a role in supporting local culinary development, namely product and process renewal, packaging innovation, digital marketing, cultural storytelling, and multi-stakeholder collaboration. The novelty of this research lies in the integrative model that positions local culinary potential as the foundation for development, then connects it with the strengthening of tourism experience, destination image and competitiveness, and the growth of the regional creative economy. This model shows that the integration of local culinary, cultural heritage, tourism experience, and digital marketing can become a strategic approach to strengthen the competitiveness of cultural tourism destinations sustainably.
Copyright (c) 2026 Achmad Taufiq*, Bawa Mulyono Hadi https://creativecommons.org/licenses/by/4.0
Target and Reward Systems and Their Impact on the Performance of Marketing Employees in the Banking Industry: A Systematic Literature Review
Banks worldwide rely on quantitative sales and cross-selling targets, supported by financial and non-financial reward systems, to direct the effort of marketing and frontline employees. Evidence remains mixed on whether these instruments enhance performance or generate pressure, dissatisfaction, and dysfunctional behavior, and this evidence remains scattered across the human resource management, marketing, and banking literatures. This article reports a systematic literature review (SLR) of peer-reviewed research published between 2022 and 2026 that examines the relationship between target-setting practices, reward and incentive systems, and the performance of marketing and sales-oriented employees in banking and closely comparable financial-service settings. Following a transparent, artificial-intelligence-assisted review protocol, 31 journal articles indexed in Scopus, Web of Science, ScienceDirect, and equivalent high-quality databases were retrieved, screened against explicit eligibility criteria, and thematically synthesized. Six recurring themes emerged from the corpus: target systems as performance drivers and sources of pressure; reward systems, incentives, and motivation; the interplay between targets, rewards, and job satisfaction; sales performance and marketing productivity in banking; the risks associated with excessive targets and poorly designed reward systems; and the strategic implications for banking human resource management and performance management. Well-calibrated, transparent, and equitable target-reward systems enhance motivation and productivity, while rigid or inequitable systems increase stress and turnover risk.
Copyright (c) 2026 Boby Irawan Santosa*, Ahmad Rizki Sridadi https://creativecommons.org/licenses/by/4.0
Retail Mix Strategies to Increase Foot Traffic and Purchase Conversion at METRO Department Store Resinda Park Karawang
In physical retail, the shift toward omnichannel shopping has made it increasingly important for department stores to not only attract visitors but also convert those visits into purchases, making the drivers of foot traffic and conversion rate a critical issue for retailers operating within shopping centers. This study analyzes the retail mix strategy affecting foot traffic and conversion rates at METRO Department Store, Resinda Park Mall, Karawang. The research model places store location, promotion, store atmosphere, and product as exogenous variables, foot traffic as a mediating variable, and conversion rate as the endogenous variable. A quantitative explanatory approach was applied to survey data from 200 respondents, analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS. The measurement model indicates that all indicators have outer loadings above 0.70, Cronbach’s alpha values above 0.85, composite reliability values above 0.89, and AVE values above 0.63, confirming adequate reliability and convergent validity. The structural model explains 51.9% of the variance in foot traffic and 73.0% of the variance in conversion rate. Bootstrapping results indicate that promotion, store atmosphere, and product significantly increase foot traffic, whereas store location has no significant effect. Foot traffic significantly affects conversion rate and mediates the effects of promotion, store atmosphere, and product on conversion rate. The findings suggest that METRO should prioritize promotional activation, engaging store atmosphere, and product assortment to increase visitor flow and purchase conversion.
Copyright (c) 2026 Alia Cahyani Putri*, Sarah Aprilia, Ario Setra Setiadi https://creativecommons.org/licenses/by/4.0
Economic and Behavioral Determinants of Financial Decision Making in Tourism through Spending Intention
Financial decision making in tourism is increasingly influenced by economic and behavioral factors. However, previous studies have not sufficiently explained the mediating role of spending intention in linking these factors to financial decision making. A quantitative research design was adopted for this study to evaluate the roles of economic and behavioral factors in financial decision making, where spending intention was hypothesized as a mediating variable, and survey responses collected from 100 domestic tourists provided the empirical basis for analysis using the Partial Least Squares approach to Structural Equation Modeling. The findings reveal that both economic and behavioral variables significantly influence spending intention and also exert significant direct effects on financial decision making, and spending intention is found to have a positive significant impact on financial decisions while partially mediating the associations between the predictor variables and the outcome variable. Substantial explanatory power is evidenced by the structural model, with R² statistics reaching 0.596 for the spending intention construct and 0.680 for financial decision making, which implies that financial behavior is jointly determined by economic stimuli and psychological drivers, with spending intention constituting a critical conduit for these effects. Through its integration of economic and behavioral viewpoints within a unified empirical framework, this study advances the behavioral tourism literature and offers actionable insights for destination managers and tourism businesses in devising promotional strategies that foster sustainable consumer spending.
Copyright (c) 2026 Ni Komang Septia Noriska*, Yohanes Wien Tineka, Agreianti Puspitasari, Vivin Sulistyowati, Muhammad Tafdhil Amanda, Brian Gregory Adhihendra https://creativecommons.org/licenses/by/4.0
Technology and Innovation in Smart and Sustainable Tourism: A Comprehensive Analysis
Indonesian tourism faces demands to utilize technology and innovation in supporting the transformation toward a smart, inclusive, and sustainable tourism system amid the rapid development of the digital economy. This study aims to comprehensively analyze the role of technology and innovation in the implementation of smart and sustainable tourism in Indonesia. The research adopts a Systematic Literature Review (SLR) approach using the PRISMA method, which includes the stages of identification, selection, evaluation, and synthesis of ten scientific articles published between 2023 and 2025. The findings reveal that technology plays a vital role in enhancing the efficiency of tourism management, strengthening digital promotion, and supporting environmental sustainability. The main innovations identified include the use of the Internet of Things (IoT), Augmented Reality (AR), financial technology (fintech), smart destination systems, and community-based digitalization initiatives. Nevertheless, this study also highlights several challenges in implementing technology-driven tourism in Indonesia, such as limited digital infrastructure in remote areas, low digital literacy among tourism actors, and weak inter-agency coordination. On the other hand, significant opportunities are emerging through the growing adoption of digital technology and government support for the digital economy. The results of this research are expected to contribute to the development of strategic policies, tourism technology innovations, and collaborative models that can strengthen the competitiveness of Indonesia’s tourism sector toward long-term sustainability.
Copyright (c) 2026 Rizky Hariyanto*, Retnaningtyas Susanti, Yunia Wardi, Hermansyah Hermansyah https://creativecommons.org/licenses/by/4.0
Social Media-Based Digital Marketing Strategies to Increase Purchasing Decisions: Literature Review
The rapid growth of digital technology has transformed marketing practices, positioning social media as a major platform for consumer interaction and influencing purchasing decisions. This study aims to examine how social media-based digital marketing strategies contribute to consumer purchasing decisions, with particular attention to the role of entertainment-oriented content. A qualitative library research approach was employed by reviewing approximately drawing on 72 scholarly sources peer-reviewed journal articles, books, conference proceedings, and other relevant academic publications on digital marketing, social media engagement, entertainment marketing, and consumer behavior. The selected literature was analyzed using descriptive and integrative techniques to identify recurring themes, patterns, and relationships among key concepts. The review indicates broad agreement that social media marketing contributes to stronger brand awareness, higher consumer engagement, and greater opportunities for interactive communication. Many studies also suggest that consumer trust functions as an important mechanism linking these outcomes to purchase intentions, although the strength of this relationship varies across contexts and industries. In addition, the literature consistently highlights entertainment oriented content including storytelling, humor, short-form videos, viral campaigns, and live streaming as an effective approach for attracting audience attention, encouraging participation, and strengthening emotional connections with brands. Overall, the findings suggest that successful social media marketing strategies integrate informative content, entertainment value, audience engagement, and personalized communication to improve marketing effectiveness and support consumer purchasing decisions in increasingly competitive digital environments.
Copyright (c) 2026 Febrilian Naufal Shafly*, Januar Wibowo https://creativecommons.org/licenses/by/4.0
A Comparative Analysis of Transaction Efficiency and Customer Satisfaction Based on Digital and Non-Digital Payment Systems in SMEs
Technological advancement has driven changes in SME payment systems, shifting from non-digital methods toward digital payments. However, not all business operators adopt digital payments, as differences in technology readiness, business characteristics, and the habits of SME operators and customers have caused both methods to remain in use. This study aims to compare digital and non-digital payments in SMEs and analyze their effects on transaction efficiency and customer satisfaction. A qualitative method with a phenomenological approach was employed to understand SME operators’ direct experiences using both payment methods. Data were collected through in-depth interviews, direct observation, and documentation, then analyzed using thematic analysis. The results indicate that digital payments are superior in transaction efficiency due to automated processes; in contrast, non-digital payments show inconsistent efficiency owing to manual processes, purchase quantities, and customer volume. In terms of customer satisfaction, no single payment method comprehensively improves satisfaction; rather, satisfaction is limited to specific customer groups and is influenced by customer habits and digital literacy. These findings constitute the study’s novelty, indicating that payment system success in SMEs is not solely determined by technology use, but also by the characteristics of the customers served. Accordingly, this study suggests that offering both digital and non-digital payments simultaneously is the most effective strategy for SMEs to meet diverse customer needs.
Copyright (c) 2026 Moh Fakhri Siddiqi*, Nur Fajria https://creativecommons.org/licenses/by/4.0
Development of a Website-Based Accounting Information System at Balaram Mangrove Heroes Ecotourism, Tanjung Benoa
Balaram Mangrove Heroes Tanjung Benoa Ecotourism faces problems in financial management that is still carried out manually, thus potentially causing recording errors, data loss, and delays in the preparation of financial reports. This study aims to develop a website-based accounting information system to improve the effectiveness, accuracy, and transparency of financial management. This study uses a qualitative method with data collection techniques in the form of interviews, observation, and documentation. Data analysis was carried out descriptively to identify problems and system requirements. The results of the study indicate that the manual recording system causes inefficiency, a high risk of human error, and the unavailability of structured financial reports. Therefore, a website-based accounting information system named ECOFIN was developed, which is capable of recording transactions automatically, storing data in an integrated manner, and generating financial reports in real-time. System testing conducted through functional verification confirmed that all core features of ECOFIN, including ticket sales recording, commission and expense management, and automatic generation of profit and loss statements and balance sheets, operated in accordance with the designed system requirements. Based on these functional test results, the implementation of the ECOFIN system demonstrates improvement in the efficiency, accuracy, and transparency of financial management and supports data-based decision making in ecotourism management.
Copyright (c) 2026 Anak Agung Gede Krisna*, Ni Ketut Lita Patma Dewi, Ni Kadek Kristina Yanti, Ni Luh Riska Yusmarisa, I Putu Arnawa, Ni Ketut Mareni https://creativecommons.org/licenses/by/4.0
The Effectiveness of a Business Statistics-Based Market Validation Capstone Project in Improving Entrepreneurial Readiness among Generation Z
Generation Z students have strong potential to develop new business ventures due to their familiarity with digital technology, social media, and rapidly changing consumer trends. However, business ideas developed in entrepreneurship courses are often based on group assumptions rather than empirical market evidence. This investigation seeks to assess the influence of a Business Statistics based Market Validation Capstone Project on the entrepreneurial readiness found among Generation Z students. To carry out the study, the researchers used a quantitative framework and a one group pretest posttest design. The subjects consisted of Digital Business undergraduates concurrently enrolled in Business Statistics and Entrepreneurship courses. The intervention consisted of a Market Validation Capstone Project, including questionnaire development, data collection from target consumers, market validation analysis, and the use of findings as the basis for business decision-making. Entrepreneurial readiness was measured using a Likert-scale questionnaire before and after the intervention. Data were analyzed using descriptive statistics, validity and reliability tests, normality testing, and paired sample t-test. The results showed a significant increase in students’ entrepreneurial readiness after completing the Market Validation Capstone Project. This finding indicates that integrating Business Statistics into entrepreneurship learning through market validation activities effectively strengthens students’ readiness to develop, evaluate, and offer new business products. The study concludes that data-driven capstone learning can support entrepreneurial education by encouraging students to make business decisions based on empirical evidence rather than assumptions.
Copyright (c) 2026 Annisa Ramadhan*, Hussein Gibreel Musa https://creativecommons.org/licenses/by/4.0
The Influence of Green Marketing and Brand Image on Purchase Decisions for Environmentally Friendly Products (A Case Study of The Body Shop in Cirebon)
The growing environmental awareness among consumers has increasingly shifted purchasing preferences toward eco-friendly products, prompting companies to adopt more sustainable business practices. Recognized as two salient factors that may steer consumer purchase decisions, particularly for environmentally oriented retail brands, green marketing and brand image form the focal constructs of this study. The research objective is to analyze their effect on purchase decisions regarding The Body Shop products in Cirebon. A quantitative approach underpins the study, utilizing data from 120 consumers analyzed via Structural Equation Modeling–Partial Least Squares (SEM-PLS). The empirical outcomes show that green marketing positively and significantly affects purchase decisions (T-statistics = 2.087; P-values = 0.037). Brand image also exhibits a positive and significant effect, but with a considerably stronger influence (T-statistics = 4.736; P-values = 0.000). The R-square value of 0.711 signifies that green marketing and brand image jointly explain 71.1 percent of the variance in purchase decisions. Thus, both green marketing and brand image substantively contribute to shaping consumer purchase decisions for The Body Shop products in Cirebon, with brand image holding greater sway. These findings suggest that companies should prioritize strengthening brand image while simultaneously implementing sustainable marketing strategies to more effectively elevate consumer purchase decisions. Future research may consider incorporating additional variables or broader sampling to further extend the generalizability of these findings.
Copyright (c) 2026 Meylina Safitri*, Yusuf Yusuf https://creativecommons.org/licenses/by/4.0
Digital Transformation of Financial Management through a Web-Based Accounting Information System at the Ratu Bhasma Bangkiang Sidem Tourist Attraction in Babahan Village, Tabanan Regency
The increasing need for efficient and transparent financial management has encouraged tourism destinations to adopt digital accounting systems. This study aims to design and implement a web-based accounting information system at the Ratu Bhasma Bangkiang Sidem Tourist Attraction in Babahan Village, Tabanan. The problem identified in this study is that financial record keeping is still conducted manually using handwritten notes and spreadsheet files, resulting in data duplication, recording errors, and delays in financial reporting. This study employs a qualitative descriptive method through observation and interviews with tourism managers and administrative staff. The developed system includes features such as a financial dashboard, transaction input forms, automated income and expense recording, cash balance monitoring, and real-time financial reporting. The system is capable of generating daily transaction reports, monthly income statements, cash flow reports, and printable financial summaries automatically. The implementation results indicate that the system improves the accuracy and efficiency of financial data processing, reduces the risk of human error, accelerates report preparation, and supports more structured, transparent, and accountable financial management at the tourist attraction.
Copyright (c) 2026 Made Desmoon Gunawan*, Muhammad Rohid Abdur Rohman, Komang Gede Tri Arta Wibawa, Ni Made Sri Rukmiyati, I Wayan Tuwi, Anak Agung Istri M. Septiviari https://creativecommons.org/licenses/by/4.0
The Influence of Online Customer Reviews and Live Streaming on Impulsive Buying Among Generation Z
As social commerce platforms like TikTok Shop rapidly reshape how people shop online, Generation Z—digital natives who thrive on interactive content have become especially prone to spontaneous purchases. In this context, this study seeks to identify the bearing of Online Customer Reviews (OCR) and Live streaming upon impetuous purchasing proclivities among Generation Z habitués of TikTok Shop in Indonesia. The investigation employs an explanatory quantitative paradigm, with empirical data garnered through questionnaire instruments administered to 120 respondents conscripted via purposive sampling. Data analysis was executed through multiple linear regression alongside hypothetical corroboration procedures encompassing t-test and F-test analyses. The findings uncover that partially, Online Customer Reviews have a significant negative effect on Impulsive Buying, while Live streaming has a positive and significant effect. Taken together, both variables significantly shape Impulsive Buying, with a coefficient of determination of 44.3%. These findings indicate that Live streaming is the dominant factor in driving impulsive purchases, whereas Online Customer Reviews tend to enhance consumer rationality. This study implies that the integration of informational and interactive experiential marketing strategies is crucial in influencing consumer behavior in the era of social commerce.
Copyright (c) 2026 Fauzan Manafi Albar, Cucu Hodijah, Rizki Chrisulianti*, Galih Raspati, Umban Adi Jaya https://creativecommons.org/licenses/by/4.0
Digital Readiness and Action Prioritization in Small Cosmetics Manufacturers
Small cosmetics manufacturers frequently adopt digital applications before their internal routines, data controls, and workforce capabilities are ready to support them. This condition creates operational fragmentation rather than integrated transformation. This study assesses digital readiness, identifies the factors that support and constrain transformation, and develops a staged set of managerial priorities for a resource-limited cosmetics manufacturer in Indonesia. An explanatory sequential mixed-method design was used. The first stage applied the Indonesia Industry 4.0 Readiness Index survey to 33 respondents across five readiness dimensions, while the second stage used a cross-functional focus group discussion involving seven participants to interpret the survey results. The company obtained an overall readiness score of 1.21, which indicates initial readiness. People and culture had the strongest score at 1.87, whereas management and organization had the weakest score at 0.21. The evidence shows that employee willingness, management awareness, and an existing internal application provide a starting point, but progress is limited by the absence of a roadmap, formal team, dedicated budget, systematic training, and dependable real-time data. The study implies that early digital transformation should prioritize disciplined data entry, clear process ownership, and capability development before large technology investment.
Copyright (c) 2026 Tariq Hasan Fadhil*, Jurry Hatammimi https://creativecommons.org/licenses/by/4.0
The Role of Artificial Intelligence in Social Media Marketing Activities on Online Purchase Intention of the Digital Generation in Indonesia
With social media engagement and brand trust as mediating factors, this study analyzes the role of artificial intelligence (AI) in social media marketing and its influence on the online purchase intention of Indonesia’s digital generation. According to the Stimulus-Organism-Response (SOR) framework, AI is conceptualized as a technological stimulus, engagement and brand trust as internal psychological states, and purchase intention as the resulting behavioral response. A quantitative approach was adopted using a structured online questionnaire distributed via Instagram, TikTok, and WhatsApp. A purposive sampling method was applied to target people aged 18 to 40 with regular social media use and prior exposure to AI based features. After analyzing 485 valid responses through Partial Least Squares Structural Equation Modeling (PLS SEM), the findings indicate that AI has a strong positive effect on both social media marketing activities and consumer engagement. Enhanced social media marketing activities lead to greater engagement, which then positively shapes brand trust and purchase intention. Importantly, engagement and brand trust mediate the link between AI and purchase intention. These results verify that AI driven consumer decision making unfolds through a sequential pathway that includes cognitive, emotional, and relational factors. Theoretically, this study contributes by integrating AI, social media marketing, engagement, and brand trust into a unified framework within an emerging digital economy context. Practically, the findings offer actionable insights for marketers seeking to design AI-driven strategies that strengthen engagement, foster trust, and increase online purchase intention among digitally active consumers.
Copyright (c) 2026 Aditya Yudanegara*, Fansuri Munawar, Ayuningtyas Yuli Hapsari https://creativecommons.org/licenses/by/4.0
The Influence of Human-AI Collaboration and Digital Competence on Generation Z Job Satisfaction
The proliferation of digital technology and the preponderance of Generation Z within the occupational sphere are compelling organisations to acclimatise by assimilating artificial intelligence (AI) and augmenting digital proficiency. This inquiry aims to scrutinise the sway of Human-AI Collaboration and Digital Competence upon Job Satisfaction amongst Generation Z cohorts. The investigative paradigm employed is a quantitative disposition utilising survey instrumentation encompassing 100 Generation Z respondents handpicked via purposive sampling. Empirical data were garnered through a questionnaire harnessing a five-tiered Likert gradation and subsequently interrogated via multiple linear regression through SPSS. The culminating findings corroborate that Human-AI Collaboration exerts an affirmative and consequential bearing upon Job Satisfaction, yielding a t-value of 7.156, whilst Digital Competence similarly manifests an affirmative and substantial repercussion with a t-value of 6.403. Concurrently, both exogenous variables wielded a momentous bearing upon Job Satisfaction, producing an F-value of 269.701 at a significance threshold of < 0.001. The coefficient of determination of 0.904 substantiates that 90.4% of the fluctuation in Job Satisfaction is explicable through Human-AI Collaboration and Digital Competence in tandem. These findings suggest that collaboration between humans and AI technology, coupled with high digital competence, can enhance Generation Z’s job satisfaction. Hence, organisations need to optimise the use of AI technology and enhance employees’ digital competence to create a more productive and satisfying work environment.
Copyright (c) 2026 Umban Adi Jaya*, Indarta Priyana, Fauzan Manafi Albar, Amna Mawardi, Ade Nurhayati Kusumadewi https://creativecommons.org/licenses/by/4.0
Factors Influencing Young Consumers’ Purchasing Decisions on TikTok Shop in Vietnam: The Role of Advertising Attributes
In the context of Vietnam’s rapid digital transformation, TikTok Shop has emerged as a leading social commerce platform, especially for young people. This research aims to analyze the factors influencing consumers’ purchasing decisions on the TikTok Shop platform through advertising activities. The research uses a quantitative research method, surveying 178 respondents, mainly University students in Vietnam. Data analysis methods included Cronbach’s Alpha coefficient testing, exploratory factor analysis (EFA), and linear regression using SPSS software. Based on the synthesis and analysis of aspects of digital advertising, the research initially proposed seven factors. However, the regression analysis confirmed that only three key factors significantly influence purchasing decisions: trust, interactivity, and brand awareness. Factors such as entertainment, information quality, annoyance, and incentive factors did not reach statistical significance or correlation in the final model. The results indicate that enhancing trust, increasing interactivity, and building brand awareness will be the core factors boosting consumers’ purchase intentions and behaviors on TikTok Shop. These findings not only add to the theoretical framework of digital consumption but also provide practical implications for businesses to optimize their marketing strategies on TikTok by prioritizing building credibility, brand recognition, and enhancing two-way interaction rather than overusing intrusive advertisements.
Copyright (c) 2026 Thuy Nguyen Thi Thu*, Ha Dinh Thi https://creativecommons.org/licenses/by/4.0
Marketing Mix Strategy to Improve Credit Performance at PT BPR Bank Tulungagung Perseroda
Rural banks (BPRs) in Indonesia face mounting pressure from intensifying competition, fintech disruption, and suboptimal credit performance that threatens their financial stability and role in supporting local economic growth. This study examines the effect of the marketing mix strategy, consisting of product, price, place, promotion, people, process, and physical evidence, on credit performance at PT BPR Bank Tulungagung Perseroda. Despite the growing importance of marketing strategy in rural bank (BPR) performance, empirical evidence on which marketing mix dimensions most directly drive credit outcomes remains limited. A quantitative approach with a causality-based research design was used to examine the relationships among the variables. Data were collected through structured questionnaires administered to 340 respondents, including bank customers and staff, and analyzed using IBM SPSS Statistics 25. Before the main analysis, all instruments were tested for validity and reliability; all items were valid, with r-values exceeding the r-table threshold of 0.106 at a significance level below 0.05, and reliable, with Cronbach’s Alpha coefficients above 0.70. The results show that the marketing mix strategy simultaneously has a positive and significant effect on credit performance. Partially, product, promotion, and process are the most dominant variables influencing credit performance, suggesting that credit product quality, promotional effectiveness, and service process efficiency are key drivers of credit growth and quality. This study contributes practical guidance for BPR management to prioritize product innovation, service quality improvement, and credit process efficiency as part of an integrated marketing strategy to sustain competitiveness and credit performance.
Copyright (c) 2026 Suhermin Suhermin*, Basuki Rachmat https://creativecommons.org/licenses/by/4.0
Social Media Influencer Engagement and Mental Health Outcomes: The Moderating Analysis of Family Income Differences
The rapid proliferation of social media platforms has significantly altered the manner in which people receive information, define their identities, and assess their self-perceptions, giving rise to new psychological challenges. Drawing on Social Comparison Theory, Role Theory, and Consumer Socialization literature, this study proposes that frequent engagement with social media influencers negatively affects psychological well-being by triggering upward social comparison, material pressure, and feelings of inadequacy. The research further examines whether family income moderates the strength of this relationship. It is hypothesized that low- and middle-income individuals experience more harmful outcomes because they may lack the means to replicate the promoted lifestyles. This study employed a cross-sectional, quantitative approach, collecting data from 165 participants in Erbil, Kurdistan, Iraq between October 2025 through December 15, 2025. A Structural Equation Model was used to analyze these relationships. The findings confirm that engagement with social media influencers is a significant negative predictor of psychological well-being. Moreover, family income is a significant moderator, such that low and medium income enhance the negative impact, while high income attenuates it. This study contributes to the literature on digital well-being by emphasizing the importance of socioeconomic context.
Copyright (c) 2026 Lajan Mohammed Othman* https://creativecommons.org/licenses/by/4.0
The Relationship between Career Perception and Career Development and Job Satisfaction of the Indonesian National Police (Polri) at the Yogyakarta Regional Police (Polda Jogjakarta)
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.
Copyright (c) 2026 Rahmadsyah Lubis, Didit Bambang Wibowo Saputro
Designing Instagram Content for Brand Identity and Brand Awareness of Fashion Products (Case Study of Small and Medium Enterprise Vie Collections)
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.
Copyright (c) 2026 Dian Prasetyo, Emmalia Adriantantri, Agung Panji Sasmito
The Role of Work-Life Balance and Work Environment on Police Job Satisfaction at the East Java Regional Police
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.
Copyright (c) 2026 Novi Indah Earlyanti, Elvianus Laoli
Marketing Strategy Formulation with the Nine Core Elements of Marketing Framework: A Case Study of Bakpia Satu Hati MSME
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.
Copyright (c) 2026 Muhammad Faqih Asy-Syafi'iy, Berto Mulia Wibawa
The Role of Gamification and Social Media Marketing on Brand Loyalty through Customer Engagement: A Case Study of Duolingo
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.
Copyright (c) 2026 Shellyana Kholifatul Sabrina, Berto Mulia Wibawa
The Influence of Transformational Leadership and Leader-Member Exchange (LMX) on the Performance of the Indonesian National Police at the Bengkulu Regional Police
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.
Copyright (c) 2026 Elvianus Laoli, Oscarius Yudhi Ari Wijaya
The Effect of Digital Literacy and Social Media Utilization on MSME Performance in Klungkung Regency, Bali
This study is grounded in the increasing importance of digital transformation among Micro and Small Enterprises (MSMEs) in Indonesia, particularly in tourism-based regions where competitiveness is closely tied to digital capability. Despite the rapid growth in digital adoption, many MSMEs still face challenges in effectively utilizing digital tools to enhance business performance, especially due to limited digital literacy and suboptimal use of social media. This research aims to examine the effect of digital literacy and social media utilization on MSME performance in Klungkung Regency, Bali. Using a quantitative explanatory approach, data were collected from 53 MSMEs across culinary, fashion, and craft sectors through purposive sampling. The data were analyzed using multiple linear regression with SPSS. The results indicate that digital literacy has a positive and significant effect on MSME performance, while social media utilization demonstrates a stronger and more dominant influence. Simultaneously, both variables significantly explain 59.2% of the variance in MSME performance. These findings highlight the critical role of digital capability, particularly social media optimization, in improving competitiveness and sustainability of MSMEs in tourism-based regions. This study contributes by providing empirical evidence in a relatively underexplored regional context and offers practical implications for policymakers in designing targeted digital empowerment programs.
Copyright (c) 2026 Liangga Putra*, Dedi Muliadi, Joko Setyawan https://creativecommons.org/licenses/by/4.0
The Role of TikTok User-Generated Content (UGC) and Electronic Word of Mouth (e-WOM) in Shaping Cafe Visit Intentions among Gen Z
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.
Copyright (c) 2026 Baiq Isnina Latifa, Sri Indriani, Firda Meisaroh