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All Journal Narada : Jurnal Desain dan Seni Digital Innovation : International Journal Of Management Multidisciplinary Indonesian Center Journal
Muchlison, Sonny
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Digital Marketing Content, Value Co-Creation, and Product Branding on Perceived Product Exclusivity in Batik Industry Muchlison, Sonny; Sugiono, Edi; Lestari, Rahayu
Digital Innovation : International Journal of Management Vol. 2 No. 4 (2025): Digital Innovation : International Journal of Management
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/digitalinnovation.v2i4.491

Abstract

This study explores the relationships between digital marketing content, value co-creation, and product branding on perceived product exclusivity within the Indonesian batik industry. As traditional industries face increasing pressure to modernize while preserving cultural heritage, understanding these marketing dynamics is crucial for achieving a sustainable competitive advantage. The study employed a quantitative methodology with saturated sampling, analyzing data from 92 batik enterprises using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0. The measurement model demonstrated strong reliability and validity, with all constructs meeting the established criteria for internal consistency and discriminant validity. Structural model results revealed that all three marketing variables significantly influence perceived product exclusivity. Among these variables, product branding showed the strongest effect (β = 0.358, p < 0.001), followed by digital marketing content (β = 0.312, p < 0.001) and value co-creation (β = 0.276, p < 0.001). This indicates that the branding strategies implemented by batik enterprises play a pivotal role in shaping consumers' perceptions of exclusivity. The integrated model explained 61.5% of the variance in perceived product exclusivity (R² = 0.615), with strong predictive relevance (Q² = 0.438). These findings underscore the importance of developing a strategic brand that not only reflects the unique qualities of batik but also resonates with contemporary consumer expectations. Additionally, the study highlights the role of digital marketing content in strengthening these perceptions and the significance of facilitating customer co-creation to enhance engagement and exclusivity. In conclusion, batik enterprises are encouraged to prioritize brand development while implementing comprehensive digital marketing strategies and fostering customer involvement in co-creation activities. This approach will enhance the exclusivity of their products and improve their market positioning within the contemporary cultural products landscape.
THE IMPACT OF ETHICAL LEADERSHIP, INNOVATION ADOPTION, AND CREATIVITY ON COMPANY PERFORMANCE IN FAST FASHION INDUSTRY Muchlison, Sonny; Sugiono, Edi; Lestari, Rahayu
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 2 No. 4 (2025): Vol. 2 No. 4 Edisi Oktober 2025
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v2i4.1211

Abstract

This study examines the impact of ethical leadership, innovation adoption, and creativity on company performance within Indonesia's fast-fashion industry. As the industry faces increasing scrutiny regarding sustainability and social responsibility, understanding the relationships between these organizational capabilities becomes crucial for competitive advantage. Using a quantitative methodology, this research employed saturated sampling of 87 managers from fast-fashion companies across major Indonesian cities including Jakarta, Bandung, Surabaya, and Medan. Data were analyzed using SmartPLS 4.0 through Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model demonstrated strong reliability and validity, with all constructs exceeding recommended thresholds for Cronbach's Alpha (0.832-0.873), Composite Reliability (0.883-0.911), and Average Variance Extracted (0.603-0.671). Discriminant validity was confirmed through Fornell-Larcker criterion and HTMT ratios below 0.85. The findings reveal that ethical leadership, innovation adoption, and creativity function as complementary organizational resources that collectively enhance company performance rather than operating in isolation. These results provide empirical evidence for the synergistic effects of leadership behavior, technological orientation, and creative capacity in driving organizational success. The study contributes to management literature by demonstrating the integrated nature of these capabilities and offers practical guidance for fast-fashion companies seeking sustainable competitive advantage through ethical practices, systematic innovation, and creative organizational cultures.
PEMETAAN ‘KEBAYA INDONESIA’ BERDASAR RAGAM BUSANA ATASAN PAKAIAN DAERAH DI INDONESIA Ardhiati, Yuke; Muchlison, Sonny; Pramestuti, Agustina Wilujeng; Nafasia, Sahadat
Narada : Jurnal Desain dan Seni Vol 10, No 1 (2023)
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/narada.2023.v10.i1.003

Abstract

Kebaya has been recognized as the Indonesian national costume in Jawa, Bali, Lombok and Riau. Kebaya identified by kutuburu as fleas or bef, it roles as a 'bridge' for the pairs of folding collars, and also the kebaya silhouette itself. Even though it sustains since Colonials era and well known in aboard, unfortunately kebaya was not mentioned either in the Presidential Decree in 1972 and 1990, the Law of the Republic of Indonesia No. 9 of 2010 related to the dress code the State Events till the Presidential Regulation in 2018. All presidential regulations focussed on men when they will attend state events. Because it is not specifically stated, the position of the kebaya is interpreted as the equivalent of other regional clothing superiors. This is not realized by the community, so it is necessary to unite aspirations in order to be easier to submit to Kebaya Goes to UNESCO as a single nomination. This is a grounded research-based in qualitative research aims to mapping all various regional tops, into one terminology that can represent one meaning as Indonesian Kebaya. The research results in the form of mapping of the ‘Indonesian Kebaya' are expected to obtain a legality as THE KEBAYA INDONESIA, so that it is meaningful to support the Kebaya Indonesia Goes To UNESCO.
Co-Authors Nafasia, Sahadat Pramestuti, Agustina Wilujeng Rahayu Lestari Sugiono, Edi Yuke Ardhiati, Yuke