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All Journal Innovation, Technology, and Entrepreneurship Journal Indonesian Journal of Economics, Business, Accounting, and Management
Sholihah, Masyithoh Annisaush
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Social Sciences

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Digital Persona vs Real Person: A Study on The Attractiveness of Human and Virtual Influencers in Social Media Advertising Junianta, Reynaldi Dwi; Sholihah, Masyithoh Annisaush; Andika, Binarin Tirto; Martutiningrum, Dwi; Sofyandi, Muhammad Saddam
Indonesian Journal of Economics, Business, Accounting, and Management (IJEBAM) Vol 2 No 6 (2024): Volume 2, No. 6, 2024
Publisher : PT SOLUSI EDUKASI BERDIKARI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63901/ijebam.v2i6.99

Abstract

This study aims to compare the differences in the attractiveness of product advertising content with human influencers and VTubers using the audience experience approach. The audience's experience is seen through an assessment of the pragmatic and hedonic qualities of the two advertisements viewed. Attrakdiff is used as a method to measure the assessment of both product advertisements. There are 20 respondents who are asked to view both advertisements and fill out two different questionnaires representing advertisements with human influencers and VTubers. The results show that the attractiveness of advertisements with human influencers and VTubers has almost the same attractiveness. There are differences in pragmatic and hedonic-identity quality (human influencers are superior) and hedonic-stimulation (VTubers are superior), which differentiate between the two. Although there are differences in the assessment of the audience's experience in watching content from human influencers and VTubers, both still have almost the same appeal.
Challenges and Determinants of Digital Business Innovation Ideation: An Empirical Study of University Students’ Experience Sholihah, Masyithoh Annisaush; Azmi, Afra Nabilah Taqiyyah
Innovation, Technology, and Entrepreneurship Journal Vol 2 No 2 (2025)
Publisher : Universitas Muhammadiyah Magelang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31603/itej.14288

Abstract

This mixed‐methods study explores how undergraduate students in an Applied Digital Business program identify and develop innovation ideas, the barriers they encounter, and the institutional support they require. Survey and interview data reveal a consistent pattern: while most students recognise digital knowledge as critical for ideation, many struggle to transform concepts into validated prototypes, citing technical gaps and uncertainty over business‑model design. Technology trends and shifts in user behaviour emerge as the dominant catalysts for idea generation, yet diagnosing meaningful real‑world problems remains a central challenge. Qualitative insights highlight the need for structured mentoring, live market exposure, and interdisciplinary collaboration. The paper proposes three curricular interventions—studio‑based prototyping, an external mentor pool, and validation sandboxes with local SMEs—to bridge the ideation–execution divide. These findings enrich the discourse on student innovation capability and offer practical guidance for higher‑education programmes aiming to cultivate applied digital entrepreneurship.
Co-Authors Andika, Binarin Tirto Azmi, Afra Nabilah Taqiyyah Junianta, Reynaldi Dwi Martutiningrum, Dwi Sofyandi, Muhammad Saddam