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All Journal Jurnal Bisnis, Manajemen, dan Informatika JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Hasanuddin Economics and Business Review SEIKO : Journal of Management & Business International Journal of Elementary Education Jambura Agribusiness Journal JURNAL LENTERA BISNIS Jurnal Informasi dan Teknologi Economics and Digital Business Review Jurnal Kewarganegaraan International Journal of Engineering, Science and Information Technology International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Minfo Polgan (JMP) Jurnal Sistim Informasi dan Teknologi Malcom: Indonesian Journal of Machine Learning and Computer Science Scientium Management Review Economics and Business Journal Journal of Contemporary Administration and Management (ADMAN) Journal of Social Science and Business Studies Journal of Information System, Technology and Engineering Jurnal Bisnis dan Kewirausahaan Southeast Asia Journal of Business, Accounting, and Entrepreneurship Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Innovative and Creativity Jurnal Terobosan Peduli Masyarakat (TIRAKAT) Technopreneurship and Educational Development Review (TENDER) Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi
Mustafa, Fahrina
Faculty Of Economics And Business, Hasanuddin University
Religion Agriculture, Biological Sciences & Forestry Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Physics Public Health Social Sciences Transportation Other

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Journal : Journal of Innovative and Creativity

 1 
Analisis Pengaruh Komitmen Organisasi, Digital Engagement dan Employer Branding Terhadap Organizational Citizenship Behavior Pada Industri Kreatif Fildzah Shabrina; Rasty Yulia; Fahrina Mustafa; Jefri Putri Nugraha; Joko Ariawan; Kiki Setyawati
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2062

Abstract

Kajian ini memiliki tujuan guna mengkaji bagaimana komitmen organisasi, keterlibatan digital (digital engagement), serta employer branding memengaruhi perilaku Organizational Citizenship Behavior (OCB) pada karyawan di industri kreatif. Dengan menerapkan pendekatan kuantitatif, data dikumpulkan dengan survei yang diberikan kepada 200 responden yang ditentukan menerapkan teknik purposive sampling. Analisis dilaksanakan dengan regresi linear berganda, disertai pengujian validitas, reliabilitas, serta asumsi klasik untuk memastikan kelayakan model. Perolehan studi ini mengindikasikan bahwasanya baik secara simultan maupun parsial, ketiga variable independent tersebut memiliki pengaruh positif dan signifikan pada OCB. Komitmen organisasi terbukti mendorong munculnya loyalitas dan keterikatan emosional yang memotivasi karyawan untuk berkontribusi secara sukarela. Sementara itu, keterlibatan digital memperkuat partisipasi, mendorong kolaborasi, dan menciptakan rasa keterhubungan antar karyawan. Di sisi lain, employer branding yang kuat menumbuhkan rasa bangga dan identitas positif terhadap perusahaan, yang mendorong karyawan untuk memberikan kontribusi melebihi peran formal mereka. Temuan ini menegaskan pentingnya bagi organisasi di sektor industri kreatif untuk secara aktif memperkuat ketiga aspek tersebut. Dengan begitu, mereka dapat menciptakan lingkungan kerja yang mendukung tumbuhnya perilaku OCB, sekaligus meningkatkan produktivitas dan membentuk budaya kerja yang sehat dan berkelanjutan.
Analysis of the Influence of Content Quality, Influencer Credibility, and E-WOM on Influencer-Follower Trust on Digital Investment Platforms Hery Purnomo; Vivid Violin; Riesna Apramilda; Fahrina Mustafa; Sonya Sidjabat; Ratu Nadya Wahyuningratna
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4032

Abstract

This study was conducted to evaluate the extent to which content quality, influencer credibility, and electronic word of mouth (E-WOM) influence followers' trust levels in influencers on digital investment platforms. A quantitative approach was used in this study, with data collected through a survey involving 300 respondents. Respondents were selected purposively based on certain criteria: active users of digital investment platforms for at least six months, following influencers who discuss investment topics, and actively accessing investment-related content in the past three months. The analysis method used multiple linear regression analysis. The results of the analysis indicate that, partially and simultaneously, the variables of content quality, influencer credibility, and E-WOM have a significant influence on follower trust. These findings provide an important contribution to the development of theory in the field of digital marketing, particularly regarding consumer behavior in the context of digital investment. They also offer practical recommendations for industry players to design effective, honest, and user-experience-focused communication strategies.
The Influence of Eco-Friendly Packaging, Emotional Branding, and Digital Customer Experience on Brand Preference of Health Products Anastasia d'Ornay; Muhammad Zakaria; Apriani Riyanti; Fahrina Mustafa; Ayu Ratna Wulandari; Josef Hernawan Nudu
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.5617

Abstract

The core goal of the research is to determine the impact of green packaging, emotional branding, and digital customer experience on the selection of health products' brands. The main reasons for this study are the demand for green products, emotional connection with brands, and the migration of consumers from offline to online for information and purchases. The research employed a quantitative explanatory design with health product consumers being the sample population of 200 participants, who had online interaction with the brands and were selected through purposive sampling. The instrument of the study was initially evaluated for validity and reliability and then underwent classical assumption tests prior to the application of multiple linear regression analysis. Each of the three independent variables was found to have a major beneficial impact on brand preference. The coefficient of determination value shows that the model is capable of explaining the variations in brand preference. This study, when considering its theoretical implications, adds to the existing understanding of the topic of consumer behavior and modern marketing strategies in the health care sector. Additionally, the findings of the study provide a roadmap for companies to gain competitive advantage by incorporating eco-friendly packaging, upgrading emotional branding, and digitalizing experiences to facilitate brand preference creation more effectively.
Co-Authors A.S. Parawansa, Dian Abdi Akbar Idris Abdul Razak Munir Agustinus Suradi Ahmad Yani Aisyah Solehati Aisyah Solehati.,S.E.,M.M Akhirianto, Pas Mahyu Alfa Santoso Budiwidjojo Putra Almaududi Ausat, Abu Muna Anastasia d'Ornay Andi Khaerun Nisa Andriya Risdwiyanto Arief Nuryana Arief Yanto Rukmana Arief, Ilham Arifin Arifin Arismunandhar Sunarwia, Atdriansyah Ashoer, Muhammad Aslam, Annisa Paramaswary Ausat, Abu Muna Almaududi Ayu Ratna Wulandari Bahar, Achirsyah Basuki Wisnu Desi Astuti desi kristanti, desi Dessy Hariyanti, NK Dewa Oka Suparwata Diah Astuti, Enny Djunaedi Djunaedi Eka Hendrayani Eka Hendrayani Elizabeth Ernawaty Usman Fildzah Shabrina Firdaus Frans Sudirjo Hamzah, Munawir Nasir Hendra Hendra Hendy Tannady HERY PURNOMO Ibrahim, Mozart Malik Idris Saleh Ilham Ilham Ilham Ilham Imman Yusuf Sitinjak Irdiana, Sukma Isna Juwita Iwan Henri Kusnadi Iwan Henri Kusnadi Jamaluddin Majid Jeffriansyah Dwi Sahputra Amory Jefri Putri Nugraha Joko Ariawan Josef Hernawan Nudu Joseph MJ Renwarin Kadir, Nuraeni Khaerunnisa, A Khairani, Elisa Kiki Setyawati Kiki Setyawati Kraugusteeliana Kraugusteeliana Kushariyadi Kushariyadi Kushariyadi Kusnadi, Iwan Henri latief, yanuar Luh Komang Candra Dewi M. Ikhwan Maulana Haeruddin Magdalena Magdalena Maming, Djumidah Mersandro Permana, Riko Metris, Diksi Mohamad Trio Febriyantoro Mudasetia Mudasetia Mudasetia, Mudasetia Muh. Yushar Mustafa Muh. Yushar Mustafa Muhamad Risal Tawil Muhammad Kholil Muhammad Zakaria Muhammad Zakaria Muliyani, Nani Munawir Nasir Hamzah Musran Munizu Mustafa, Rahmat Mustafa, Riad Mutoffar, Muhamad Malik Nawiyah Nawiyah Nawiyah, Nawiyah Noviani, Lona Nurgraha SD, Widhi Nurul Fadilah Aswar Nuryana, Arief Osman, Isnawati Otto R. Payangan Palilingan, Richard Andreas Pandiangan, Bilson Parawansa, Dian Anggraece Sigit Payangan, Otto R. Rahman Kadir, Abdul Rahmat Mustafa Rasty Yulia Renwarin, Joseph MJ Rezky Nurbakti Riad Mustafa Riad Mustafa Ridwan Maulana, Ridwan Riesna Apramilda Riyanti, Apriani Samintang Santosa, Muhammad Hery Santosa, Sonny Sari Fitri Sari, Efti Novita Sediawan, MN Lisan Setiadi, Bekti Sidjabat, Sonya Siminto Sokid, Sokid Sonny Santosa Sri Purwati Sriyanti, Andi Hikmah Dewi St Arwini Alwy Sugiarti Sugiarti Sunarso, Budi suroso, amat SUTRISNO Sutrisno, Sutrisno Syahviyar, Mirza Syamril Tikson, Shinta Dewi Sugiharti Tri Febrina Melinda Tri Susilowati Tri Yusnanto Tusriyanto Tyahya Whisnu Hendratni Violin, Vivid Vivid Violin Wahda Wahyudi Wahyuningratna, Ratu Nadya Wandanaya, Anita Bawaiqki Windreis, Christ Wisnu Wardana, Yoga Fortuna Yohanes Totok Suyoto Yohanes Totok Suyoto Zakhra, Aminatus Zulfadli S