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All Journal Journal of Business and Management Inaba Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi
Lusi Suwandari
Jenderal Soedirman University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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From Human-like Brands to Positive Consumer Attitudes: Applying Self-Congruence Theory to Brand Anthropomorphism and Personality Firda Amalia Widyaningrum; Lusi Suwandari
Fokus Bisnis Media Pengkajian Manajemen dan Akuntansi Vol. 24 No. 1 (2025): Fokus Bisnis
Publisher : LP3M Universitas Putra Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32639/2r3syb55

Abstract

This study examines how brand anthropomorphism influences consumers’ positive attitudes toward brands, directly and through the mediating role of brand personality, based on the self-congruence theory. Using a quantitative survey method, data were collected from 231 respondents familiar with brands employing anthropomorphic strategies, such as Wizz Mie, Roti’O, Hokben, and Starbucks. Respondents had purchased from the brands more than three times and followed their social media accounts. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that anthropomorphism significantly influences brand personality, and both directly and indirectly enhances consumers’ positive attitudes. Brand personality plays a partial mediating role, showing that consumers evaluate brands more positively when they perceive human-like traits that align with their self-concept. These insights highlight the importance of incorporating anthropomorphic elements in brand communication to strengthen emotional connections and improve brand perception.
Improving The Marketing Performance of Tasikmalaya Weaving Industry Through Product Innovation Muhammad Shidqi Akhmal Pratama; Lusi Suwandari
Fokus Bisnis Media Pengkajian Manajemen dan Akuntansi Vol. 24 No. 2 (2025): Fokus Bisnis
Publisher : LP3M Universitas Putra Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32639/ae7aww63

Abstract

This study aims to examine the influence of digital literacy on the marketing performance of woven industry MSMEs in Tasikmalaya, with product innovation as a mediating variable. The quantitative approach was used through a survey of 121 MSME actors in the Tasikmalaya weaving industry. Data analysis was carried out using the Structural Equation Modeling (SEM) method using  SmartPLS 4 software. The results of the study show that digital literacy has a significant effect on product innovation and marketing performance. In addition, product innovation has been shown to mediate the relationship between digital literacy and marketing performance. These findings affirm the importance of mastery of technology and innovative capabilities for MSME actors to increase competitiveness and marketing effectiveness. This research makes a practical contribution to the development of digital-based MSME empowerment strategies.
Developing Entrepreneurial Innovation And Creativity Competencies Through Strategic Human Resource Management Widiya Avianti; Endang Pitaloka; Lusi Suwandari
Journal of Business and Management Inaba Vol. 5 No. 2 (2026): Volume 5 Number 2, August 2026
Publisher : Universitas Indonesia Membangun (Inaba)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56956/gn48x414

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector face increasing competitive pressures driven by changing consumer preferences, digital transformation, and the growing demand for sustainable business practices. Entrepreneurial competencies, particularly innovation and creativity, have become strategic human capital that enables MSMEs to maintain competitiveness and ensure business sustainability. This study aims to explore how entrepreneurs develop innovation and creativity competencies as specialized competencies within strategic human resource management in social entrepreneurship-based food and beverage MSMEs. A qualitative approach employing an intrinsic case study design was adopted, focusing on business bread, a social entrepreneurship-based bakery MSME in Subang Regency, Indonesia. Data were collected through in-depth semi-structured interviews, participant observation, and document analysis, and analyzed using an interactive data analysis model involving data reduction, data display, and conclusion drawing. The findings reveal that entrepreneurial competencies are developed through continuous learning processes, accumulated business experiences, and the utilization of social networks. Innovation competencies are manifested in opportunity recognition, product development, social innovation, and adaptive business model creation, while creativity competencies are reflected in product differentiation, digital marketing initiatives, alternative distribution channels, and community empowerment practices. These competencies function as strategic human capital that strengthens competitive advantage and contributes to the sustainability of social entrepreneurship-based MSMEs. The study extends the perspectives of Strategic Human Resource Management, Resource-Based View, and Dynamic Capability Theory by positioning entrepreneurial innovation and creativity competencies as critical drivers of competitive advantage and long-term business sustainability in food and beverage MSMEs.
Co-Authors Endang Pitaloka Firda Amalia Widyaningrum Muhammad Shidqi Akhmal Pratama Widiya Avianti