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All Journal Jurnal Manajemen Komunikasi Indonesian Journal of Islamic Jurisprudence, Economic and Legal Theory
Widiyanti, Amelia
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Religion Humanities Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Communication identity of digital immigrant micro-entrepreneur in adapting to promotional innovation Widiyanti, Amelia; Pamungkas, Indra Novianto Adibayu
Manajemen Komunikasi Vol 9, No 2 (2025): Accredited by Republic Indonesia Ministry of Research, Technology, and Higher Ed
Publisher : Fakultas Ilmu Komunikasi Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jmk.v9i2.58147

Abstract

The digital era requires an entrepreneur to adapt through innovation, especially in terms of promotion to the audience with an identity that adjusts to changes. Promotion adaptation plays an essential role in increasing business capacity and competitiveness. This research aims to identify the communication identities of micro business actors, including digital immigrant groups, and their adaptation to promotional innovations. This research uses a qualitative method by interviewing thirty informants of micro business actors in West Java who were born before 1981. This research uses data processing techniques through a coding process using NVivo software. The study results show that the identity formed through social interaction of micro business actors is closely related to the decision to adopt promotions. Micro-business actors have a friendly and sociable nature that makes it easiand er for them to access information. In addition, they are also curious and confident, so they encourage them to learn many new things that can advance their business. Micro-business actors of the immigrant digital group acquire these traits from the influence of “someah” culture and a supportive environment. The communication identity or self-concept owned by micro business actors in West Java provides opportunities for them to develop themselves in terms of receiving innovation, especially in terms of promotion. In addition, the acceptance of innovation is closely related to the character and self-concept of micro-business actors. The importance of support from the government, the surrounding environment, and stakeholders to make it easier for micro business actors to accept an innovation.
Analisis Strategi Inovasi Produk Ramah Lingkungan pada UMKM Sebagai Upaya Penciptaan Nilai Berkelanjutan dalam Perspektif SDGs Putri, Deya Aulia; Agustina, Nina; Widiyanti, Amelia; Zikri, Muhamad; Sanjaya, Tiara Putri; Mufliha, Widi Aulia; Nurmala, Siti; Monita, Bunga Fleta Falihah
Indonesian Journal of Islamic Jurisprudence, Economic and Legal Theory Vol. 4 No. 1 (2026)
Publisher : Sharia Journal and Education Center Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62976/ijijel.v4i1.1679

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in supporting the achievement of the Sustainable Development Goals (SDGs), yet they still face environmental challenges arising from their production activities. This study aims to analyze environmentally friendly product innovation strategies in MSMEs as an effort to create sustainable value from the SDGs perspective through a literature review approach. The findings indicate that the adoption of eco-friendly product innovation, including the use of sustainable materials, efficient production processes, and strengthened green branding, enhances MSME competitiveness while simultaneously generating economic, social, and environmental value. This strategy significantly contributes to the achievement of SDGs, particularly in inclusive economic growth, responsible consumption and production, and environmental protection.
Co-Authors Indra Novianto Adibayu Pamungkas Monita, Bunga Fleta Falihah Mufliha, Widi Aulia Nina Agustina, Nina Putri, Deya Aulia Sanjaya, Tiara Putri Siti Nurmala Zikri, Muhamad