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Husain, Putra Arisandi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Social Sciences Other

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THE INFLUENCE OF INNOVATION CAPACITY ON THE PERFORMANCE OF MSMES IN GORONTALO MEDIATED BY THE BUSINESS ENVIRONMENT Djou, Sitti Husna Noviana; Husain, Putra Arisandi; Lukum, Marlon Mohamad Lukum; Ente, Moh Nur Hafis
Jurnal Ilmu Manajemen dan Bisnis Vol. 13 No. 1 (2025): Jurnal Ilmu Manajemen dan Bisnis (JIMB)
Publisher : LP2M Universitas Bina Mandiri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47918/jimb.v13i1.2278

Abstract

The rapid growth of MSMEs in Indonesia continues to face serious challenges in terms of competitiveness and business sustainability, especially amid global economic pressure and market uncertainty. One strategy believed to improve MSME performance is by strengthening innovation capacity. However, in practice, the influence of innovation capacity on business performance does not occur directly, but is significantly mediated by the business environment. This study employed a quantitative approach using SEM-PLS on 73 MSME respondents and found that innovation capacity has a positive and significant effect on MSME performance when mediated by the business environment (t-statistic = 5.232; p < 0.001). The findings highlight that innovations undertaken by MSMEs become more effective and impactful when supported by a favorable business ecosystem, including market access, regulatory policies, partnerships, and infrastructure. This study enriches the literature on innovation management in MSMEs and provides practical implications for policymakers and stakeholders to build a supportive business environment that enables innovation as a pathway to enhance performance
THE ROLE OF DIGITAL STORYTELLING IN IMPROVING THE COMPETITIVENESS OF CREATIVE ECONOMY MSMES Djou, Sitti Husna Noviana; Nasila, Rahmat; Husain, Putra Arisandi; Lukum, Marlon Mohamad
Jurnal Ilmu Manajemen dan Bisnis Vol. 13 No. 2 (2025): Jurnal Ilmu Manajemen dan Bisnis (JIMB)
Publisher : LP2M Universitas Bina Mandiri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47918/jimb.v13i2.2295

Abstract

This research examines the crucial role of digital storytelling in improving the competitiveness of Micro, Small and Medium Enterprises (MSMEs) in the creative economy sector. In an increasingly competitive and digitized business landscape, MSMEs are faced with the challenge of attracting consumer attention and building brand loyalty. Digital storytelling, as a marketing communication strategy that utilizes narratives through various digital platforms, offers an innovative solution to create emotional connections with audiences. This research method uses qualitative approach with a comprehensive literature study of relevant accredited national journals. The analysis shows that digital storytelling enables MSMEs to communicate the unique value of their products or services, build a strong brand identity, and differentiate themselves from competitors. Effective implementation of digital storytelling is proven to increase brand visibility, expand market reach, and ultimately, contribute to improving the competitiveness of creative economy MSMEs in domestic and global markets. The practical implication of this research is the recommendation for MSMEs to integrate digital storytelling as a core component in their marketing strategy, supported by adequate training and mentoring.
Co-Authors Ente, Moh Nur Hafis Lukum, Marlon Mohamad Lukum, Marlon Mohamad Lukum Nasila, Rahmat Sitti Husna Noviana Djou