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All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Nur Hidayat
Universitas Panca Bhakti, Pontianak
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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HUMAN RESOURCE DIGITAL COMPETENCE AS A KEY TO INNOVATION AND COMPETITIVE ADVANTAGE IN CREATIVE ECONOMY SMES Setyo Gunawan; Muhammad Faisal; Nur Hidayat
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 3 (2026): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/vrcb3637

Abstract

This study investigates the role of human resource digital competence in enhancing product innovation and fostering competitive advantage among SMEs operating in the creative economy sector in Indonesia. A quantitative research design was employed using a survey method. Data were collected from 500 respondents consisting of SME owners and employees in the creative economy subsector in Pontianak and surrounding areas. Structural Equation Modeling (SEM) with WarpPLS 8.0 was used to test the hypothesized relationships between digital competence, product innovation, and competitive advantage. The measurement model was assessed for validity and reliability, while the structural model was evaluated using path coefficients, coefficient of determination, and predictive relevance indices. The findings reveal that human resource digital competence has a significant positive influence on product innovation (β = 0.805, p < 0.001) and competitive advantage (β = 0.368, p < 0.001). Furthermore, product innovation significantly affects competitive advantage (β = 0.472, p < 0.001) and mediates the relationship between digital competence and competitive advantage (p < 0.001). The model demonstrates strong explanatory power with R² values of 0.647 for product innovation and 0.650 for competitive advantage. The findings provide actionable insights for SME managers to enhance digital competence through targeted training and development programs, for policymakers to design integrated digital literacy and innovation support initiatives, and for business support organizations to tailor their services to address the specific needs of creative economy SMEs.
DETERMINANTS OF BEHAVIORAL INTENTION AND USE BEHAVIOR IN FINTECH ADOPTION: THE ROLES OF PERFORMANCE EXPECTANCY, EFFORT EXPECTANCY, SOCIAL INFLUENCE, AND FACILITATING CONDITIONS Dina Octaviani; Setyo Gunawan; Nur Hidayat; Riska Susanti; Kurniawan Kurniawan
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 3 (2026): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/8tmb7729

Abstract

Studi ini menyelidiki pengaruh ekspektasi kinerja, ekspektasi usaha, pengaruh sosial, dan kondisi yang memudahkan terhadap niat tindakan dan kebiasaan penggunaan dalam adopsi layanan teknologi keuangan (fintech) di Kota Pontianak.  Penelitian didasarkan pada Theory of Unified Acceptance and Use of Technology (UTAUT).  Pengguna fintech yang aktif di wilayah penelitian diberi kuesioner untuk menggunakan pendekatan kuantitatif.  Perangkat lunak WarpPLS 8.0 digunakan untuk melakukan analisis Structural Equation Modeling (SEM) dengan pendekatan Partial Least Squares.  Penelitian menunjukkan bahwa ekspektasi prestasi dan usaha berpengaruh positif dan signifikan terhadap niat perilaku.  Influence sosial memiliki efek positif, tetapi tidak signifikan secara statistik.  Selain itu, memfasilitasi kondisi berdampak positif dan signifikan terhadap penggunaan tingkah laku, baik secara langsung maupun tidak langsung melalui niat tingkah laku.  Hasil menunjukkan bahwa persepsi manfaat dan kemudahan penggunaan menjadi faktor utama yang memengaruhi keinginan pengguna untuk menggunakan fintech, sementara ketersediaan fasilitas dan infrastruktur yang cukup penting untuk mendorong penggunaan nyata.  Selain itu, penelitian ini menunjukkan bahwa pemangku kepentingan industri dan pembuat kebijakan memerlukan peningkatan persepsi manfaat, kemudahan penggunaan, dan dukungan infrastruktur untuk mendorong adopsi fintech yang berkelanjutan di Kota Pontianak.  
THE EFFECT OF DIGITAL STORYTELLING ON CUSTOMER ENGAGEMENT AND BRAND AWARENESS AMONG GENERATION Z Nur Hidayat; Arweni Arweni; Febrianawati Febrianawati; Yuana Yuana; Vini Ramadhani
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 2 (2026): ON GOING
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i2.6785

Abstract

This research investigates the impact of digital storytelling on customer engagement and brand awareness among Generation Z social media users in Indonesia. Recent studies indicate that immersive, character-driven, and authentic digital narratives enhance emotional attachment, cognitive processing, and behavioral responses, subsequently influencing engagement and brand-related outcomes. A quantitative explanatory design was utilized, with data gathered via an online survey targeting active Generation Z social media users who engaged with digital storytelling content. Structural Equation Modeling was employed to analyze the data, examining the direct and mediating effects among digital storytelling, customer engagement, and brand awareness. The findings demonstrate that digital storytelling significantly influences customer engagement and has a moderate direct impact on brand awareness, whereas customer engagement strongly enhances brand awareness. Mediation analysis indicates that customer engagement serves as a partial mediator in the relationship between digital storytelling and brand awareness, with a significant portion of the total effect conveyed through engagement. The findings indicate that digital storytelling strategies should focus on enhancing cognitive, affective, and behavioral engagement to establish sustainable brand awareness within Generation Z.
Co-Authors Arweni Arweni Dina Octaviani Febrianawati Febrianawati Kurniawan Kurniawan Muhammad Faisal Riska Susanti Setyo Gunawan Vini Ramadhani Yuana Yuana