Article Per Year (5 Year)
p-Index From 2020 - 2025
1.244
P-Index
This Author published in this journals
All Journal MIX : Jurnal Ilmiah Manajemen JURIKOM (Jurnal Riset Komputer) Journal of International Conference Proceedings The Eastasouth Management and Business
Sutiksno, Dian Utami
Politeknik Negeri Ambon
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

Published : 8 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : The Eastasouth Management and Business

 1 
The Influence of Market Orientation, Product Innovation, Digital Marketing, and Brand Equity on Business Performance in Creative Startups Sutiksno, Dian Utami; Tanihatu, Maudy Marla; Tjokro, Cynthia Imelda; Nahuway, Victorio Fernando
The Eastasouth Management and Business Vol. 3 No. 03 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v3i03.694

Abstract

This study investigates the influence of market orientation, product innovation, digital marketing, and brand equity on business performance in creative startups in Indonesia. Utilizing a quantitative research approach, data were collected from 250 founders and managers of startups across various creative sectors. Respondents completed a structured questionnaire using a 5-point Likert scale. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS 3.0). The results reveal that all four variables—market orientation, product innovation, digital marketing, and brand equity—have a significant and positive effect on business performance. Among them, brand equity emerged as the strongest predictor. The model explained 67.1% of the variance in business performance, with all constructs demonstrating good reliability, validity, and predictive relevance. These findings underscore the strategic importance of customer orientation, innovation, digital engagement, and brand strength in enhancing startup performance in Indonesia’s growing creative economy.
Co-Authors Dady Mairuhu Efori Buulolo Fentje Salhuteru Imelda Talahatu Julius Buyang Khoirul Umam Maharani Maharani, Maharani Marie C Tahalele Marie. C. Tahalele Maudy M Tanihatu Maudy M. Tanihatu Mesran Mesran Mesran, Mesran Naddynda PN Nahuway, Victorio Fernando Natalia Silalahi, Natalia Nelly Astuti Hasibuan Nurdiyanto, Heri Ricardo M Simarmata Ricardo. M Simarmata Sagala, Gamrina Sammy Saptenno Suginam Surya Darma Nasution Tanihatu, Maudy Marla Tiara Andini Tjokro, cynthia imelda Varian Eva Sulastri Yuhandri Yuhandri, Yuhandri