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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi The Eastasouth Management and Business
Tjokro, cynthia imelda
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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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.
DETERMINAN KEPUASAN NASABAH DALAM MEMBENTUK LOYALITAS NASABAH PT BTN CABANG AMBON Tjokro, Cynthia Imelda
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 5 No 1 (2018): Jurnal MINDS: Manajemen Ide dan Inspirasi Vol.5, No.1, 2018
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v5i1.4642

Abstract

This study wanted to know the factors that are determinant of satisfaction in order to form customer loyalty PT BTN Ambon Branch. The purpose of this research is to analyze the influence of service quality factor, trust, customer value, product superiority, corporate image to satisfaction and customer loyalty of PT BTN Ambon Branch. This research was conducted at PT. BTN Ambon Branch. Data analysis using path analysis to know the influence of independent variable to dependent variable, either directly or indirectly. The results of this study indicate that service quality (X1), trust (X2), customer value (X3), Product Superiority (X4), and Corporate Image (X5) affect satisfaction (Y1) and customer loyalty (Y2), either directly or indirectly directly.
Co-Authors Ferdinandus, Leonora Nahuway, Victorio Fernando Sutiksno, Dian Utami Tanihatu, Maudy Marla