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Juniarto, Antonius
Universitas Jakarta Internasional
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Analisis Ciri-Ciri Produk Kreatif dalam Meningkatkan Daya Saing UMKM di Pasar Global Laurensius Reinald Diansilves Due; Irene Putri Jauri; Antonius Juniarto
Journal Management SMC Vol 4 No 1 (2026): Jurnal Manajemen Pariwisata dan Logistik (JMPL)
Publisher : Sekolah Tinggi Manajemen Pariwisata dan Logistik Lentera Mondial

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.3333/jmpl.v12i1.135

Abstract

Penelitian ini menganalisis peran ciri-ciri produk kreatif dalam meningkatkan daya saing UMKM di pasar global melalui kajian literatur sistematis. Sebanyak 32 artikel terpilih dari 120 artikel awal, diterbitkan dalam lima tahun terakhir dan terindeks SINTA maupun Scopus, dianalisis untuk mengidentifikasi indikator utama produk kreatif dan hubungannya dengan keunggulan kompetitif. Hasil kajian menunjukkan bahwa inovasi produk, kebaruan, diferensiasi desain, nilai tambah fungsional, integrasi budaya, dan kreativitas branding secara signifikan meningkatkan daya saing UMKM. Inovasi dan diferensiasi menjadi faktor dominan, sementara integrasi budaya dan nilai tambah memperkuat posisi produk di pasar global. Kajian ini menegaskan pentingnya kapabilitas internal UMKM serta dukungan ekosistem untuk memaksimalkan strategi kreatif. Temuan penelitian ini memperkuat perspektif Resource-Based View dan Dynamic Capabilities dalam membangun keunggulan kompetitif berkelanjutan.
The Role of Key Opinion Leaders and Customer Experience on Purchase Decisions: The Mediating Effect of Brand Image Prasetyo Hartanto; Lawrence Adi Supriyono; Antonius Juniarto
Jurnal Manajemen Dan Akuntansi Medan Vol. 8 No. 1 (2026): Jurnal Manajemen Dan Akuntansi Medan Januari 2026
Publisher : Yayasan Cita Cendikiawan Al Kharizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jumansi.v8i1.7859

Abstract

Background: Indonesia has become one of the countries with the highest number of mobile game downloads, with a total of 3.65 billion downloads in 2023, emerging as one of the largest mobile game markets in the world. This study examines the role of Key Opinion Leaders and Customer Experience in purchasing decisions for hero skins in the Mobile Legends game, with Brand image as a mediating variable. This study aims to understand the relationship between variables and their impact on consumer behavior. Research method: The type of research used in this study is quantitative exploratory. Exploratory research is a type of research that examines the causal relationship between the variables used in this study. The population used in this study are consumers who have purchased Mobile Legends skins within the past year. The sample size in this study is 253 respondents. Research results: The descriptive analysis results for each indicator in the Key Opinion Leader, Customer Experience, Brand Image, and Purchase Decision variables are valid and reliable. The hypothesis in this study is accepted and has a high enough influence and significance. Conclusion: Based on the results of this study, it was found that Key Opinion Leaders and Customer Experience have a positive influence, both directly and indirectly, on Purchase Decision through Brand Image. These findings indicate that an approach that combines digital strategies through KOL and improved Customer Experience can strengthen Brand Image and encourage consumer purchasing decisions. This reinforces the important role of digital marketing communication and customer experience in the context of the creative and digital industries.
Co-Authors Agung Joni Saputra Amalia Shifa Aldila Andhika Andini, Siwi Putri Antonius Juniarto Ardolof Toar, Yandri Damas Ario Wicaksono, Dading David Chrisdianto Dini Prathivi Due, Laurensius Reinald Diansilves Fanggidae, Paulus Yulius Handayani Sitohang Hendrian Yonata Irene Putri Jauri Isthi Wahyuning Tyas Isthi Wahyuning Tyas Isthi Wahyuning Tyas, Isthi Wahyuning Kurniawan Kurniawan Kurniawan Kurniawan Kurniawan Kurniawan Laurensius Reinald Diansilves Due Lawrence Adi Supriyono M. Rachman Mulyandi Maria Dini Gilang Prathivi Maria Dini Gilang Prathivi Miranti Andhita Scantya Muhammad fauzan Novita, Wanda Paulus Yulius Fanggidae Prasetyo Hartanto Prasetyo Hartanto Prathivi, Maria Dini Gilang Purnomo, Yunianto Putri Andini, Siwi Ramitha Janira Cindi Ririsma Sihombing Ririsma Sihombing Sarah Khairunnisa Budiyanto Sarah Sarah Sihombing, Ririsma Siwi Putri Andini Stella Laurenc Widjaya Susanto, Chandra Toar, Yandri Ardolof Toar, Yandri Ardolof B.L. Tri Rustiani Vikky Winardi Vionna Jaya Wicaksono, Dading Damas Ario Yandri Ardolof Toar