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All Journal Journal of Innovative and Creativity
Sonya Sidjabat
Institut Transportasi dan Logistik (ITL) Trisakti
Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Analysis of the Influence of Social Media Engagement, Ethical Branding, and Cultural Fit on Brand Authenticity Perception in the Food and Beverage Industry Tanti Widia Nurdiani; Riesna Apramilda; Tyahya Whisnu Hendratni; Dewi Putri Anjar Wulan; Sonya Sidjabat; Sukma Irdiana
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4248

Abstract

This study was conducted to evaluate the extent to which consumer engagement on social media, the application of ethical values ​​in brand strategy, and cultural fit influence perceptions of brand authenticity in the food and beverage industry. This study used a quantitative approach with a survey method involving 200 respondents. Participants were selected based on certain criteria, such as being at least 18 years old, actively using social media, following the official accounts of food and beverage brands in the past six months, and having experience purchasing products from brands promoted digitally. Partial analysis also revealed that social media engagement, ethical branding, and cultural fit each positively contribute to perceptions of brand authenticity. The higher the consumer engagement on social media, the more consistent the ethical practices implemented, and the more relevant the brand values ​​are to the consumer's culture, the stronger the authentic image formed. These findings enrich the academic discourse in the field of marketing and branding, while also providing practical guidance for business actors in building authentic, relevant, and resilient brand strategies in the increasingly complex competition of the food and beverage industry.
Analysis of the Influence of Job Autonomy, Leadership Style, and Emotional Intelligence on Employee Well-Being in Gig Workers Fatimah Malini Lubis; Tyahya Whisnu Hendratni; Feby Arma Putra; Sonya Sidjabat; Flora Grace Putrianti; Budi Akhmad Tarigan
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4366

Abstract

This study examines how job autonomy, leadership style, and emotional intelligence factors influence freelancers within the gig economy. I used a quantitative approach, conducting a survey of intentionally sampled 150 participants. These participants were gig workers for at least six months, engaged with customers or service users, and had a work schedule of roughly 20 hours a week. As the primary data collection tool, I used a validated five-point Likert scale questionnaire analyzed with a t-test, and reliability was checked by calculating Cronbach’s Alpha. Before regression analysis, I performed classical assumption testing including checks for normality, heteroscedasticity, and multicollinearity. The results of data processing indicate that the three independent variables jointly have a significant effect on worker well-being. Separately, each variable also shows a positive effect, meaning that greater job autonomy, better perceived leadership, and higher levels of emotional intelligence, lead to higher levels of well-being perceived by gig workers. These findings broaden theoretical understanding in the field of human resource management, particularly in non-traditional work contexts. In addition, these results can also be used as a practical reference by digital platform management in designing strategies that are more responsive to the welfare needs of freelancers in the digital economy era.
Analysis of the Influence of Digital Training, Organizational Agility, and Digital Literacy on the Digital Resilience of Employees in the Public Service Sector Djunaedi Djunaedi; Faisal Abubakar; Mohammad Azharie Hamdany; Sonya Sidjabat; Santrio Kamaluddin; Jumianis Yanti
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4454

Abstract

This study seeks to explore the influence of digital training, organizational agility, and digital literacy on the digital resilience of employees within the public service sector. The study employs a quantitative approach through a survey distributed to 180 purposively sampled participants. A five-point Likert scale questionnaire, validated through the t-test and whose reliability was assessed using Cronbach’s Alpha, was used as the research instrument. Furthermore, the data underwent classical assumption tests that consist of normality, heteroscedasticity, and multicollinearity tests. Multiple linear regression was used for data analysis to explore the simultaneous and partial effects of the variables. Findings indicated that all three independent variables had a positive and statistically significant impact on digital resilience. In particular, the individual effects of digital training, organizational agility, and digital literacy were illustrated as being connectivity to employees' adaptive, psychological and technological capabilities in dealing with digital changes in the workplace. This study has the potential to significantly contribute to the literature on digital-based HR management through its theoretical implications as well as offering practical benefits to the public sector in terms of developing resilient human resources who are capable of coping with and staying up to date with the continuous digital transformation.
The Influence of Social Media Engagement, Recommendation Accuracy, and Brand Ethical Image on Digital Brand Trust in Online Modern Retail Sonya Sidjabat; Iwan Henri Kusnadi; Vivid Violin; Victor Lamboy Sinaga; Sagita Charolina Sihombing; Dina Agnesia Sihombing
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.6216

Abstract

The research mainly aimed at exploring in-depth the determinants of digital brand trust in Indonesia's online retail fashion industry, namely, social media engagement, accuracy of recommendations, and the brand's moral image. The rationale for the study is founded on the increasing number of players in the digital retail market and trust of consumers being the primary requirement for online transactions. A quantitative explanatory technique was utilized with 200 respondents who were purposively sampled from active online shopping users. A five-point Likert scale questionnaire was used for data collection and multiple linear regression was the analysis method applied. The findings revealed that the three independent variables, as a whole, positively and significantly affected digital brand trust. On the theoretical side, this research contributes to the literature of digital marketing and consumer behavior in the context of brand trust building in the online environment. The practical implications of the research results are seen in the area of digital retail managers' strategy restructuring for winning consumers' trust through increased social media interaction, more precise recommendation systems, and ethical and transparent business practices.
The Influence of Digital Workload, Role Ambiguity, and Remote Work Pressure on Technostress in HR Context in Digital Technology Companies Hartin Kurniawati; Sonya Sidjabat; Sugiarti; Tanti Widia Nurdiani; Kasinem; Emila Sholiha
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.8498

Abstract

Companies that develop digital technology encounter increased human resource information system demands because their efforts to achieve digital transformation proceed, which results in employee technostress. The study investigates how digital workload together with role ambiguity and remote work pressure create technostress in HR functions at digital technology companies. The researchers used quantitative methods with explanatory research design to conduct their study. The researchers surveyed 170 Human Resources professionals through purposive sampling to collect study data. The researchers conducted data analysis through multiple linear regression after validating and assessing reliability together with testing classical assumptions. The study results demonstrated that digital workload together with role ambiguity and remote work pressure positively impacted technostress in HR settings. HR employees who work with digital technologies and remote work face increasing risks of technostress according to the study findings. The study expands existing research about technostress within digital human resource management through its theoretical contributions. The study results present management recommendations which assist organizations in developing secure and sustainable digital monitoring systems for their workplace environments.
Co-Authors Budi Akhmad Tarigan Dina Agnesia Sihombing Djunaedi Djunaedi Emila Sholiha Faisal Abubakar Fatimah Malini Lubis Feby Arma Putra Flora Grace Putrianti Hartin Kurniawati Irdiana, Sukma Iwan Henri Kusnadi Jumianis Yanti Kasinem Mohammad Azharie Hamdany Riesna Apramilda Santrio Kamaluddin Sihombing, Sagita Charolina Sugiarti Tanti Widia Nurdiani Tyahya Whisnu Hendratni Victor Lamboy Sinaga Vivid Violin Wulan, Dewi Putri Anjar