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All Journal Jurnal Pemimpin Bisnis Inovatif Jukerdi: Jurnal Kewirausahaan Cerdas Dan Digital
Yedi Sispurwanto
Politeknik Kampar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Sensory Marketing and Brand Experience in Enhancing Purchase Intention through Emotional Attachment among Local Lifestyle Brand Consumers Yedi Sispurwanto; Firdaus Firdaus; Novi Yanti
Jurnal Kewirausahaan Cerdas dan Digital Vol. 3 No. 3 (2026): Juni: Jurnal Kewirausahaan Cerdas dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jukerdi.v3i3.1620

Abstract

Meningkatnya persaingan antar merek gaya hidup lokal menuntut bisnis untuk menciptakan pengalaman konsumen yang khas yang melampaui atribut produk fungsional. Studi ini meneliti pengaruh pemasaran sensorik dan pengalaman merek terhadap niat pembelian dengan menyelidiki peran mediasi keterikatan emosional. Pendekatan penjelasan kuantitatif digunakan dengan 200 konsumen yang telah membeli atau berinteraksi dengan merek gaya hidup lokal, termasuk fesyen, aksesori, perawatan pribadi, dan produk terkait. Responden dipilih melalui pengambilan sampel bertujuan, dan data dikumpulkan menggunakan kuesioner skala Likert lima poin. Hubungan antar konstruk dianalisis menggunakan Pemodelan Persamaan Struktural Kuadrat Terkecil Parsial (PLS-SEM). Hasil menunjukkan bahwa pemasaran sensorik dan pengalaman merek secara positif dan signifikan memengaruhi keterikatan emosional dan niat pembelian. Pengalaman merek menunjukkan pengaruh terkuat pada keterikatan emosional, sementara keterikatan emosional secara signifikan meningkatkan niat pembelian. Lebih lanjut, keterikatan emosional sebagian memediasi pengaruh pemasaran sensorik dan pengalaman merek terhadap niat pembelian. Temuan ini menyoroti pentingnya mengintegrasikan rangsangan sensorik dan pengalaman merek yang berkesan untuk memperkuat hubungan emosional konsumen-merek. Oleh karena itu, merek gaya hidup lokal harus mengembangkan strategi sensorik dan pengalaman yang konsisten di seluruh titik kontak konsumen untuk menumbuhkan keterikatan emosional dan meningkatkan niat pembelian.
Green Innovation and Entrepreneurial Orientation as Strategies for Building Competitive Advantage and Sustainable Performance in the Creative Industry Yedi Sispurwanto; Nur Hidayatul Hafidzah; Muhammad Firjatullah Nur Akbar
Jurnal Pemimpin Bisnis Inovatif Vol. 3 No. 2 (2025): April : Jurnal Pemimpin Bisnis Inovatif
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jpbi.v3i2.1614

Abstract

Creative industries face increasing challenges in maintaining competitiveness while integrating innovation and sustainability strategies. This study aims to examine the role of green innovation and entrepreneurial orientation in improving sustainable performance through competitive advantage as a mediating mechanism. A quantitative explanatory research approach was applied involving creative industry business owners and managers selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to evaluate the measurement and structural models. The findings indicate that green innovation and entrepreneurial orientation contribute positively to competitive advantage and sustainable performance. Furthermore, competitive advantage plays an important mediating role in transforming strategic capabilities into sustainable business outcomes. These results highlight that environmentally responsible innovation and entrepreneurial capabilities can become valuable resources for creative industry firms to achieve long-term competitiveness. This study contributes to the development of sustainability and entrepreneurship literature by demonstrating how innovation-oriented strategies and internal capabilities support sustainable performance in dynamic business environments.
Knowledge Management and Employee Agility in Supporting Organizational Innovation and Sustainable Competitive Advantage in Digital Transformation R Agrosamdhyo; Yedi Sispurwanto; Muhammad Firjatullah Nur Akbar
Jurnal Pemimpin Bisnis Inovatif Vol. 3 No. 3 (2025): Juli : Jurnal Pemimpin Bisnis Inovatif
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jpbi.v3i3.1618

Abstract

Digital transformation requires organizations to integrate knowledge-based capabilities with adaptable employee behavior to support innovation and long-term competitiveness. This study examines the effects of knowledge management and employee agility on sustainable competitive advantage through the mediating role of organizational innovation. A quantitative explanatory design was employed involving 200 employees from organizations undergoing digital transformation. Respondents were selected using purposive sampling based on their involvement in digital work processes, while data were collected through a five-point Likert-scale questionnaire. The proposed relationships were analyzed using Partial Least Squares Structural Equation Modeling. The findings show that knowledge management and employee agility positively strengthen organizational innovation and sustainable competitive advantage. Employee agility demonstrates a slightly stronger contribution to organizational innovation, while organizational innovation provides the strongest contribution to sustainable competitive advantage. Organizational innovation also partially mediates the effects of knowledge management and employee agility on sustainable competitive advantage. These findings imply that organizations should improve knowledge-sharing systems, digital competencies, adaptive work practices, and employee participation in innovation. Integrating knowledge-based capabilities, agile employees, and continuous innovation can help organizations sustain competitiveness throughout digital transformation.
Co-Authors Firdaus Firdaus Muhammad Firjatullah Nur Akbar Novi Yanti Nur Hidayatul Hafidzah R Agrosamdhyo