cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Rani Anggraeni
Contact Email
rani.anggraeni34@gmail.com
Phone
+6285710021009
Journal Mail Official
lppmsahid21@gmail.com
Editorial Address
Jl. Prof. DR. Soepomo No.84, RT.7/RW.1, Menteng Dalam, Kec. Tebet, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12870
Location
Kota adm. jakarta selatan,
Dki jakarta
INDONESIA
Jurnal Industri Kreatif dan Kewirausahaan
Published by Universitas Sahid Jakarta
ISSN : -     EISSN : 2620942X     DOI : https://doi.org/10.36441/kewirausahaan.v3i2
Core Subject : Economy, Education, Social,
Economics, Econometrics & Finance Education Social Sciences
The journal accepts articles based on research and also community service about entrepreneurship with various fields such as Application and game development, product design, fashion, film, video animation, handicrafts, culinary, music, performing arts, fine arts and television / radio
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 313 Documents
 28   29   30   31   32 
THE MEDIATING ROLE OF BRAND IMAGE IN DIGITAL MARKETING, E-WOM, AND CELEBRITY ENDORSEMENT EFFECTS Susilo Utomo; Aan Yulianto; Irene Ferro Cyanida; Andie Paramitha Harianie; Titin Astuti
Jurnal Industri Kreatif dan Kewirausahaan Vol 8 No 2 (2025): Jurnal Industri Kreatif dan Kewirausahaan DECEMBER 2025
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v8i2.3278

Abstract

This study aims to analyze the influence of Digital Marketing, Electronic Word of Mouth (e-WOM), and Celebrity Endorser on Purchase Decision with Brand Image as a mediating variable. The study uses a quantitative approach with a descriptive-verification method. Data were collected by distributing questionnaires to 250 respondents who used skincare products selected using an incidental sampling technique. Data analysis was carried out using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method using the SmartPLS 3.0 application. The results of the study indicate that Digital Marketing, e-WOM, and Celebrity Endorser have a positive and significant effect on Brand Image. In addition, e-WOM, Celebrity Endorser, and Brand Image have a positive and significant effect on Purchase Decision, while Digital Marketing shows a significant but negative effect on Purchase Decision. Furthermore, the results of the mediation test prove that Brand Image plays a positive and significant mediator in the relationship between Digital Marketing, e-WOM, and Celebrity Endorser on Purchase Decision. These findings confirm that the effectiveness of digital marketing and endorsement strategies is not only determined by direct influence, but also depends heavily on the company's success in building a strong and credible brand image in the minds of consumers.
From Story to Loyalty: The Impact of Storytelling in Social Media Marketing on Loyalty to Local Fashion Brands in Jakarta Prastowo, Kurniadi; Nurmulya, Fitrasyah
Jurnal Industri Kreatif dan Kewirausahaan Vol 8 No 2 (2025): Jurnal Industri Kreatif dan Kewirausahaan DECEMBER 2025
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v8i2.3304

Abstract

This study aims to examine the effect of Social Media Marketing (SMM) on Brand Loyalty by considering the mediating roles of Brand Image and Brand Storytelling in local fashion brands in Jakarta. Data were collected from 120 active social media users and consumers of local fashion brand products through a questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that SMM has a significant effect on Brand Image and Brand Storytelling, but does not directly influence Brand Loyalty. Instead, Brand Image and Brand Storytelling act as mediators that strengthen the relationship between SMM and consumer loyalty. These findings highlight the importance of narrative-based social media strategies to enhance brand image and foster consumer loyalty toward local fashion products.
EFFORTS TO IMPROVE ENTREPRENEURSHIP BASED ON CREATIVE ECONOMY IN DETERMINING THE SELLING PRICE OF ENVIRONMENTALLY FRIENDLY SOAP Riaty Handayani; Sely Megawati Wahyudi
Jurnal Industri Kreatif dan Kewirausahaan Vol 8 No 1 (2025): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2025
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v8i1.3329

Abstract

Community empowerment, particularly for women's groups (PKK), is a crucial strategy for improving economic and social well-being, and environmental preservation. One effective way is through the development of entrepreneurship based on environmentally friendly products, such as dishwashing soap made from natural ingredients that are safe for the body and the environment. The production of environmentally friendly dishwashing soap can be a solution to public health and environmental degradation. However, several challenges faced by PKK women and MSMEs in North Meruya Village include a lack of knowledge about environmentally friendly materials, leading them to use hazardous chemicals in dishwashing soap production; limited knowledge about the health benefits of eco-friendly soap and its impact on the ecosystem; and difficulty calculating competitive product prices due to a lack of understanding of detailed production cost calculations.The discussion and question-and-answer sessions are an important part of community service activities because they provide a space for participants to clarify any unclear material, share experiences or challenges during practice, and delve deeper into business opportunities and the sustainability of the activities. The result of this training is that the PKK mothers have additional knowledge in implementing environmentally friendly soap making practices and calculating production costs which can ultimately determine the selling price of the product, thereby increasing entrepreneurship.
RESPON PELAKU UMKM TERHADAP PENGGUNAAN VIDEO PROMOSI SEBAGAI STRATEGI PEMASARAN DIGITAL Arief Iman Santoso; Emi Widiyanti; Malik Cahyadin; Nidyah Widyamurti; Ratna Endah Santoso; Alfika Aninda Wahyuni
Jurnal Industri Kreatif dan Kewirausahaan Vol 8 No 2 (2025): Jurnal Industri Kreatif dan Kewirausahaan DECEMBER 2025
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v8i2.3429

Abstract

Memasuki era digital, tidak serta merta direspon dengan cepat oleh para pelaku UMKM dengan melakukan transformasi bisnisnya ke media digital. Penelitian ini ingin mengetahui sejauh mana penerapan video promosi oleh para pelaku UMKM, tingkat keragaman media sosial untuk promosi dan penjualan, tingkat kepuasan terhadap penggunanan video untuk promosi, prefrensi video promosi dan mengetahui dampak penggunaan video promosi di tingkat UMKM. Data diambil melalui survey pada 43 pelaku UMKM di Kabupaten Malang, Kota Malang dan Kota Batu yang diambil secara snowball sampling. Data kemudian dianalisis menggunakan distribusi frekuensi. Dari hasil analisis menunjukkan bahwa sebagian besar responden telah menggunakan video promosi dengan tujuan untuk mengenalkan produk mereka dan bersaing dengan produk lainnya. Instagram merupakan media sosial terbanyak yang digunakan responden untuk mempublikasi video promosi mereka. Meskipun demikian sebagain besar merasa belum puas dengan video promosi yang ada dikarenakan hanya mampu meningkatkan penjualan 25-50 persen. Untuk itu presentasi produk dan video promosi yang bersifat menghibur menjadi preferensi sebagian besar responden untuk meningkatkan kualitas video promosi mereka. Hasil penelitian menunjukkan bahwa sebagian besar responden telah beradaptasi dengan era digitalisasi dengan memanfaatkan media digital untuk mempromosikan produk mereka meskipun dilihat dari dampaknya terhadap penjualan belum optimal.
PENDAMPINGAN DIGITAL MARKETING DAN PEMBUATAN EVENT BERBASIS PARIWISATA PADA KARYAWAN HOMESTAY Dewi Gita Kartika; Syifa Rahmah; Ismayanti; Nayla Rizkysayudi
Jurnal Industri Kreatif dan Kewirausahaan Vol 7 No 2 (2024): Jurnal Industri Kreatif dan Kewirausahaan DESEMBER 2024
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v7i2.3440

Abstract

Tujuan kegiatan untuk meningkatkan kompetensi digital marketing dan kemampuan manajemen event berbasis Pendampingan Digital Marketing dan pembuatan event berbasis pariwisata pada karyawan homestay di Kecamatan Anyer, Banten. Tahap awal kegiatan dimulai dengan sosialisasi dan pemetaan kebutuhan mitra, yang memperlihatkan rendahnya literasi digital, terbatasnya pemanfaatan data media sosial dalam pengambilan keputusan pemasaran, serta minimnya pengalaman dalam merancang event kreatif berbasis atraksi wisata pesisir. Berdasarkan temuan tersebut, tim PKM melaksanakan pelatihan melalui kombinasi sesi teori dan praktik yang mencakup analitik media sosial, strategi pembuatan konten, SEO dasar, penggunaan iklan digital, serta konsep, tren, dan perencanaan event kreatif. Tahap penerapan teknologi dilakukan melalui pendampingan langsung di tempat kerja, di mana peserta mempraktikkan penyusunan kalender konten, analisis performa digital, serta perancangan event skala kecil yang relevan dengan karakter destinasi Anyer. Evaluasi program menunjukkan peningkatan signifikan pada pengetahuan dan keterampilan peserta, yang terlihat dari kenaikan nilai post-test, meningkatnya kualitas konten promosi, serta keberhasilan beberapa penginapan menyelenggarakan event internal yang mampu menarik minat wisatawan. Secara keseluruhan, kegiatan PKM ini berhasil memperkuat daya saing digital mitra, meningkatkan kapasitas SDM pariwisata lokal, dan menyediakan model pendampingan yang dapat direplikasi untuk pengembangan industri penginapan di era digital.
AI ADOPTION IN THE DIGITAL CREATIVE INDUSTRY: WHY TALENT READINESS OVERWEIGHS ORGANIZATIONAL SUPPORT? Akbar, Maulana; Sihite, Mombang; Nawasiah, Nana
Jurnal Industri Kreatif dan Kewirausahaan Vol 8 No 2 (2025): Jurnal Industri Kreatif dan Kewirausahaan DECEMBER 2025
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v8i2.3446

Abstract

The rapid development of artificial intelligence (AI) is fundamentally reshaping the landscape of digital transformation in various sectors. This phenomenon is particularly critical in the digital creative industry and application development startups, which rely heavily on technological innovation while operating in dynamic and highly competitive business environments. However, despite the promised operational benefits, the AI adoption rate among workers still shows significant variation. This study aims to empirically analyze the key determinants of AI adoption among workers in Jakarta's digital creative sector by focusing on the role of talent capabilities, talent management strategies, IT infrastructure, and organizational support. This study uses a quantitative approach through a structured survey of 226 workers in digital startups located in Jakarta and is analyzed using binary logistic regression to test the predictive variables. The statistical results showed that talent capabilities had a positive and significant effect on AI adoption, proving that individual technical competence is the primary driver of usage behavior. Conversely, talent management strategies, IT infrastructure, and organizational support did not show a statistically significant influence. These findings indicate that AI adoption in the creative economy context is driven more by individual readiness than by top-down managerial or structural factors. Consequently, entrepreneurs in the creative industry should prioritize strengthening individual talent capabilities through targeted upskilling and continuous learning programs as the main foundation for driving effective digital transformation and ensuring business sustainability.
OPTIMALISASI PENCATATAN KEUANGAN DIGITAL SEBAGAI UPAYA PENGUATAN TATA KELOLA UMKM TEBET Ani Siska MY; Ilham Habibi Zakaria; Findy Rachmandika Muhammad; Irvan Juliansah; Khansa Ananda Triesdianto
Jurnal Industri Kreatif dan Kewirausahaan Vol 8 No 2 (2025): Jurnal Industri Kreatif dan Kewirausahaan DECEMBER 2025
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v8i2.3454

Abstract

Pencatatan keuangan digital sebagai salah satu solusi untuk menjadikan pengelolaan keuangan usaha pelaku UMKM lebih tertib dan tercatat. Pelaku UMKM di wilayah Tebet hanya sebagian melakukan pencatatan keuangan dan masih dilakukan secara manual dan bahkan ada yang masih menggabungkan catatan keuangan usaha dengan rumah tangga sehingga pelaku UMKM tidak dapat mengetahui secara pasti laba usaha, arus kas dan posisi keuangan usahanya. Oleh karena itu, UMKM di wilayah Tebet membutuhkan pelatihan dan pendampingan pencatatan keuangan digital. Tujuan dari kegiatan ini adalah untuk optimalisasi penggunaan aplikasi BukuWarung untuk pencatatan keuangan usaha secara terorganisir sehingga pelaku UMKM dapat mengetahui kondisi keuangan dan bisnisnya. Melalui penggunaan aplikasi BukuWarung pencatatan keuangan digital membantu UMKM mencatat transaksi secara sistematis dan real-time. Hal ini memungkinkan UMKM untuk mengetahui kondisi arus kas dan keuntungan usaha serta mengurangi risiko kesalahan pencatatan keuangan manual. Kegiatan ini menggunakan empat tahap yang dimulai dari identifikasi, penyampaian materi, pendampingan dan evaluasi. Hasil kegiatan pelaku UMKM dapat meningkatkan kapasitas dan kemandirian. Setelah mendapatkan pelatihan dan pendampingan, mitra menunjukkan kemampuan untuk mengelola keuangan usaha secara lebih tertib dan sistematis. Mitra tidak hanya memiliki kemampuan untuk mencatat transaksi usaha tetapi juga mulai menggunakan pengetahuannya tentang kondisi arus kas dan laba usaha sebagai dasar pengambilan keputusan usaha.
DIGITAL MARKETING BASED ENTREPRENEURSHIP TRAINING TO INCREASE MSMES SALES PERFORMANCE Muhamad Al Faruq Abdullah; Didin Hikmah Perkasa
Jurnal Industri Kreatif dan Kewirausahaan Vol 8 No 2 (2025): Jurnal Industri Kreatif dan Kewirausahaan DECEMBER 2025
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v8i2.3503

Abstract

This community service program aims to enhance the sales performance of Micro, Small, and Medium Enterprises (MSMEs) through digital marketing based entrepreneurship training. MSMEs play a crucial role in local economic development; however, many business owners still face limitations in utilizing digital platforms effectively, resulting in restricted market reach and low sales growth. This program was conducted on Sunday, 26 October 2025, at RPTRA Rambutan, West Jakarta, and involved 20 local women MSME owners from the surrounding community. The implementation employed a structured and participatory approach consisting of entrepreneurship orientation, digital marketing training, hands-on practice, mentoring, and evaluation. The training materials focused on digital branding, social media marketing, content creation, and basic utilization of online marketplaces. The results indicate a significant improvement in participants’ understanding of digital marketing concepts, increased confidence in managing digital promotional channels, and enhanced ability to create simple digital content for business purposes. Participants also demonstrated greater awareness of digital sales opportunities and the strategic role of digital marketing in supporting business sustainability. The findings suggest that digital marketing based entrepreneurship training is an effective community empowerment strategy to strengthen MSME competitiveness and support sustainable business development in the digital era. Continuous mentoring and follow-up programs are recommended to ensure long-term impact and consistent implementation of digital marketing practices among MSMEs.
OPTIMALISASI LITERASI KEUANGAN DAN PRAKTIK AKUNTANSI DALAM MEMPERKUAT KINERJA KEUANGAN UMKM Ferry Santoso; Ani Siska MY
Jurnal Industri Kreatif dan Kewirausahaan Vol 8 No 2 (2025): Jurnal Industri Kreatif dan Kewirausahaan DECEMBER 2025
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v8i2.3505

Abstract

Tujuan penelitian untuk menganalisis pengaruh literasi keuangan dan praktik akuntansi dalam memperkuat kinerja keuangan UMKM di DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan sampel sebanyak 102 pelaku UMKM yang dipilih melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner berbasis skala Likert dan dianalisis menggunakan regresi linier berganda dengan bantuan SPSS. Sebelum analisis regresi dilakukan, data diuji melalui uji validitas, reliabilitas, dan uji asumsi klasik yang meliputi normalitas, multikolinearitas, dan heteroskedastisitas. Hasil penelitian menunjukkan bahwa seluruh instrumen valid dan reliabel serta model regresi memenuhi asumsi klasik. Secara parsial, literasi keuangan berpengaruh positif dan signifikan terhadap kinerja keuangan UMKM dengan koefisien sebesar 0,354, sedangkan praktik akuntansi berpengaruh positif dan signifikan dengan koefisien sebesar 0,417. Secara simultan, kedua variabel independen berpengaruh signifikan terhadap kinerja keuangan dengan nilai F sebesar 38,612 dan signifikansi 0,000. Nilai koefisien determinasi (R²) sebesar 0,438 menunjukkan bahwa 43,8% variasi kinerja keuangan dapat dijelaskan oleh literasi keuangan dan praktik akuntansi. Temuan ini menegaskan bahwa optimalisasi literasi keuangan yang terintegrasi dengan praktik akuntansi yang profesional mampu meningkatkan daya saing dan keberlanjutan UMKM di DKI Jakarta.
EXPLORING THE OUTCOMES OF INTERNAL MARKETING: A SYSTEMATIC LITERATURE REVIEW Juanna, Andi; Mohamad Rizan; Setyo Ferry Wibowo
Jurnal Industri Kreatif dan Kewirausahaan Vol 9 No 1 (2026): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2026
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v9i1.3539

Abstract

Internal marketing has increasingly attracted scholarly attention as an organizational approach that treats employees as internal customers and seeks to enhance employee-related and organizational outcomes through communication, support, development, empowerment, and alignment with organizational goals. Among these outcomes, job satisfaction has emerged as one of the most frequently examined and strategically important constructs because of its close relationship with employee retention, engagement, performance, and well-being. This study aims to systematically review and synthesize the existing literature on internal marketing and its outcomes, with particular emphasis on job satisfaction and related employee outcomes. A systematic literature review approach was employed using the Publish or Perish application to retrieve records indexed in the Scopus database. The search process used the keywords “job satisfaction” AND “internal marketing,” “job satisfaction” AND “internal market orientation,” and “internal marketing” AND “job satisfaction in service industry.” The initial search identified 124 records. After applying eligibility criteria and PRISMA-based screening procedures, 24 articles published between 2018 and 2024 were selected for in-depth analysis. The findings indicate that internal marketing consistently contributes positively to job satisfaction and is also associated with organizational commitment, work engagement, customer orientation, task performance, employee retention, and broader well-being outcomes. The review further shows that internal marketing is commonly operationalized through dimensions such as empowerment, communication, work environment, development, compensation, vision, and organizational support. Overall, the study confirms that internal marketing should be viewed as a strategic organizational framework with significant implications for both employee satisfaction and wider organizational effectiveness.

Page 31 of 32 | Total Record : 313

 28   29   30   31   32 

Filter by Year

2018 2026


Reset
Filter By Issues
All Issue Vol 9 No 1 (2026): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2026 Vol 8 No 2 (2025): Jurnal Industri Kreatif dan Kewirausahaan DECEMBER 2025 Vol 8 No 1 (2025): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2025 Vol 7 No 2 (2024): Jurnal Industri Kreatif dan Kewirausahaan DESEMBER 2024 Vol 7 No 1 (2024): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2024 Vol 7, No 2 (2024): DESEMBER Vol 7, No 1 (2024): JUNE Vol 6 No 2 (2023): Jurnal Industri Kreatif dan Kewirausahaan DESEMBER 2023 Vol 6 No 1 (2023): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2023 Vol 6, No 2 (2023): DESEMBER Vol 6, No 1 (2023): JUNE Vol 5 No 2 (2022): Jurnal Industri Kreatif dan Kewirausahaan DECEMBER 2022 Vol 5 No 1 (2022): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2022 Vol 5, No 2 (2022): DECEMBER Vol 5, No 1 (2022): JUNE Vol 4 No 2 (2021): Jurnal Industri Kreatif dan Kewirausahaan DECEMBER 2021 Vol 4 No 1 (2021): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2021 Vol 4, No 2 (2021): DECEMBER Vol 4, No 1 (2021): JUNE Vol 3 No 2 (2020): Jurnal Industri Kreatif dan Kewirausahaan DECEMBER 2020 Vol 3 No 1 (2020): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2020 Vol 3, No 2 (2020): DECEMBER Vol 3, No 1 (2020): JUNE Vol 2 No 2 (2019): Jurnal Industri Kreatif dan Kewirausahaan DECEMBER 2019 Vol 2 No 1 (2019): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2019 Vol 2, No 2 (2019): DECEMBER Vol 2, No 1 (2019): JUNE Vol 1 No 2 (2018): Jurnal Industri Kreatif dan Kewirausahaan DECEMBER 2018 Vol 1 No 1 (2018): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2018 Vol 1, No 2 (2018): DECEMBER Vol 1, No 1 (2018): JUNE More Issue