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All Journal INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS) International Journal of Social and Education (INJOSEDU)
Hera Pebrianti
Halu Oleo University, Kendari, Indonesia
Religion Humanities Social Sciences

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THE ROLE OF ORGANIZATIONAL CULTURE IN ENCOURAGING PRODUCT INNOVATION AND MARKETING PERFORMANCE OF FAST-FOOD BUSINESS ACTORS IN KENDARI CITY Muh. Husriadi; La Ode Agus Said; Hera Pebrianti
International Journal Of Humanities, Social Sciences And Business (INJOSS) Vol. 5 No. 3 (2026): INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS)
Publisher : ADISAM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.21016136

Abstract

This study aims to understand how organizational culture plays a role in driving product innovation and improving marketing performance in fast-food businesses in Kendari City. A qualitative approach using phenomenological methods was used, through in-depth interviews, observations, and document analysis with 12 informants consisting of business owners, managers, and supervisors. The results show that the culture of innovation in this business is formed by openness to employee ideas, an attitude of accepting failure as a means of evaluation, and the speed in implementing new ideas. Furthermore, customer orientation is a crucial factor that drives product customization and increases loyalty through rapid response to consumer needs. A family-like culture also strengthens closer working relationships, thereby increasing employee commitment and loyalty. On the other hand, a major challenge identified is the limited capacity of human resources in utilizing digital marketing, despite the existence of a culture of knowledge sharing that facilitates internal learning processes. Overall, organizational culture proves to be a crucial foundation linking product innovation and marketing performance in fast-food businesses in Kendari City.
DIGITAL MARKETING AND BRAND IMAGE IN DRIVING PURCHASING DECISIONS IN UMKM COFFEE SHOPS IN KENDARI CITY Muh. Husriadi; Hera Pebrianti; Maulidia Berlianti
INJOSEDU: International Journal of Social and Education Vol. 3 No. 7 (2026): International Journal of Social and Education (INJOSEDU)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.23103104

Abstract

Advances in digital marketing technology have influenced consumer patterns in recognizing, considering, and determining choices regarding coffee shop. However, the implementation of this strategy in the MSME sector has not yet been fully targeted and sustainable. This situation raises questions about the role of digital marketing in building a brand. image and its influence on the consumer purchasing decision process. This study aims to examine the application of digital marketing, the brand formation process image, and consumer purchasing decisions in coffee SMEs shop in Kendari City. This study employed a qualitative method with a phenomenological approach. Data collection was conducted through observation, in-depth interviews, and documentation involving business owners, social media managers, and customers selected using purposive sampling techniques. Data were then analyzed through a process of reduction, presentation, and conclusion drawing. The results show that digital marketing can play a meaningful role when managed consistently, particularly through the use of appropriate media, content presentation tailored to consumer needs, responsive responses, and the use of customer experiences and testimonials. This strategy contributes to brand building. image through a professional image, strong brand identity, attractive visuals, and increased customer trust. A positive brand image then strengthens consumer confidence in making choices, including encouraging repeat purchases. These findings demonstrate the importance of digital marketing management that aligns with strengthening brand identity and improving the quality of the customer experience.
Co-Authors La Ode Agus Said Maulidia Berlianti Muh. Husriadi