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All Journal Jurnal Ilmiah Edunomika (JIE) Majalah Ilmiah Pelita Ilmu
Wahyu Purno Irawan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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BUDAYA KREATIVITAS DAN CO-CREATION DALAM STRATEGI MEDIA SOSIAL UKM KREATIF Abdul Chamid; Wahyu Purno Irawan
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19857

Abstract

This study aims to analyze how internal creativity culture and co-creation with external communities interact in shaping effective social media strategies in creative small and medium enterprises (SMEs). Using a qualitative approach with a single case study design at WSB, a figurine-based creative industry SME in Surabaya, data were collected through in-depth interviews with internal and external parties, participant observation, and digital artifact analysis. The findings indicate that WSB internalizes creativity culture through team autonomy, risk tolerance, and collaborative rituals involving all organizational functions. Co-creation mechanisms are implemented systematically with transparent dialogue, early access for the community, and formal recognition of fan contributions that build a sense of ownership and loyalty. The synergy of these two dimensions creates a dynamic capability that orchestrates internal and external ideas into authentic content that is emotionally resonant and adaptive to platform dynamics. Theoretically, this study expands the Resource-Based View perspective by positioning creativity culture and co-creation capacity as dynamic capabilities that transform intangible resources into sustainable competitive advantages. Practically, these results provide recommendations for creative SMEs to develop an inclusive creative ecosystem that positions social media as a strategic asset rather than a mere promotional channel.
ONE-DAY DIGITAL MINDSET SHIFT: STRATEGI PENGABDIAN MASYARAKAT UNTUK UMKM KREATIF SURABAYA RIRIN ANDRIANA; EMMYWATI; BAMBANG SRI WIBOWO; MARTIN ZEBUA; IMAN SUPRIADI; Leonard Adrie Manafe; ABDUL CHAMID; WAHYU PURNO IRAWAN; TRI WAHJOEDI
Majalah Ilmiah "PELITA ILMU" Vol 9 No 1 (2026): PELITA ILMU (JUNI 2026)
Publisher : STIA Pembangunan Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37849/mipi.v9i1.504

Abstract

Transformasi digital menjadi imperatif strategis bagi Usaha Mikro, Kecil, dan Menengah (UMKM) industri kreatif Surabaya dalam menghadapi persaingan pasar yang semakin terdigitalisasi, namun pelaku usaha mengalami digital stagnation akibat analysis paralysis dan technophobia yang menghambat adopsi teknologi. Program pengabdian konvensional berdurasi panjang menunjukkan keterbatasan efektivitas karena tidak mengakomodasi keterbatasan waktu dan karakteristik psikologis UMKM yang memerlukan pendampingan intensif namun singkat. Penelitian ini mengembangkan model "One-Day Digital Mindset Shift" yang mengintegrasikan prinsip brief intervention, experiential learning, dan nudge theory untuk mengubah mentalitas digital dari "menghindari kompleksitas" menjadi "berani memulai" dalam format intensif. Pengabdian dilaksanakan di Bella Hotel Surabaya dengan melibatkan 10 UMKM industri kreatif menggunakan metode Participatory Action Research, coaching, dan peer learning yang menciptakan psychological safety. Model terintegrasi dalam tiga fase sistematis: IGNITE untuk inisiasi mindset shift, FOCUS untuk pengambilan keputusan platform prioritas menggunakan decision matrix, serta ACTION untuk penyusunan Digital Quick Start Plan personal dan commitment ceremony. Evaluasi efektivitas menggunakan Kirkpatrick Model empat level dengan target peningkatan skor digital mindset berdasarkan pre-post test, eksekusi rencana setelah pasca-intervensi yang diverifikasi melalui screenshot evidence, serta pembentukan komunitas daring untuk accountability dan sustainability tanpa pendampingan fisik lanjutan. Hasil menunjukkan efektivitas intervensi singkat dalam memicu perubahan perilaku digital yang berkelanjutan, dengan model yang bersifat scalable, cost-effective, dan replicable untuk akselerasi transformasi digital UMKM massal sesuai target SDG 8 dan 9.
Co-Authors Abdul Chamid Bambang Sri Wibowo Emmywati IMAN SUPRIADI Leonard Adrie Manafe Martin Zebua RIRIN ANDRIANA Tri Wahjoedi