Article Per Year (5 Year)
p-Index From 2021 - 2026
1.006
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All Journal International Journal of Business, Marketing, Economics & Leadership Journal of Economic and Leadership
Nurhasanah, Sri Utami
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis Qualitative Branding Based Entrepreneurship : Its Influence to Brand Positioning and Startup Performance in the Digital World Anggendari, Tursinah; Nurhasanah, Sri Utami
International Journal of Business, Marketing, Economics & Leadership (IJBMEL) Vol. 1 No. 3 (2024): August : International Journal of Business, Marketing, Economics & Leadership
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/ijbmel.v1i3.319

Abstract

This qualitative literature review explores the impact of entrepreneurship-based branding on brand positioning and startup performance in the digital era. The study highlights the significance of a brand-centric approach, emphasizing continuous brand identity development through customer interaction to achieve sustainable competitive advantages. Key factors such as risk-taking, business situation analysis, organizational structure, and market orientation play crucial roles in shaping effective branding strategies. The findings suggest that strategic brand positioning, planning, and value creation enhance brand positioning and startup performance. This research provides valuable insights for practitioners in branding and entrepreneurship, offering practical guidance for improving startup performance through brand-centric strategies. However, the study is limited by its reliance on existing literature and the lack of direct empirical analysis. Future research should involve empirical studies to validate these findings in practical contexts and explore the influence of external factors on entrepreneurial branding effectiveness.
Integration of Expectation-Confirmation Model and Task-Technology Fit: Its Impact on Cloud-Based E-Learning Sustainability in Educational Institutions Nurhasanah, Sri Utami; Fitriyani, Sarah
Journal of Economic and Leadership Vol. 1 No. 4 (2024): Desember: Journal of Economic and Leadership
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/jbl.v1i4.22

Abstract

This study aims to explore the integration of the Expectation-Confirmation Model (ECM) and Task-Technology Fit (TTF) in understanding the sustainability of cloud-based e-learning in educational institutions. Using a qualitative literature review approach, this research examines relevant prior studies to analyze the relationship between task-technology fit, expectation confirmation, and users' continuance intention. The findings reveal that the alignment between e-learning technology features and users' task needs significantly contributes to perceived usefulness and satisfaction, ultimately driving continuance intention. Additionally, external factors such as institutional support and system quality play crucial roles in sustaining usage. The integration of ECM and TTF provides a more comprehensive analytical framework to explain users' post-adoption behavior towards cloud-based e-learning. However, this study has several limitations, including the lack of empirical data and a limited focus on social dynamics and psychological factors. This research offers significant contributions to the development of sustainable e-learning implementation strategies and recommends further studies to address the identified limitations.
Capacity Relational and Networking Start-Ups in the Ecosystem Entrepreneurship : A Review Qualitative Based on Conceptual Study Novrizal, Novrizal; Nurhasanah, Sri Utami
Journal of Economic and Leadership Vol. 1 No. 3 (2024): September : Journal of Economic and Leadership
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/jbl.v1i3.23

Abstract

This qualitative literature review explores the role of relational capacity and networking in the success of start-ups within entrepreneurial ecosystems. The study synthesizes findings from existing research to highlight how strong relational capacity facilitates access to essential resources, information, and market opportunities. It also underscores the importance of diverse and extensive networks in fostering innovation and adaptability. The dynamic nature of entrepreneurial ecosystems, supported by favorable policies and a culture of innovation, is crucial for start-up growth. Despite challenges in building effective networks, digital technology presents new opportunities for start-ups to expand their networks and leverage virtual resources. This study concludes that effective relational capacity and networking are critical for the sustainability and success of start-ups. Limitations include the scope of literature and the need for empirical validation through further research.
Co-Authors Anggendari, Tursinah Fitriyani, Sarah Novrizal, Novrizal