Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL)
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) is a new, open-access journal with the mission of disseminating original research papers, reviews, and reports on economics, management, and the digitalization of business, how these topics affect business models, and what this implies for the future of work. The journal will especially welcome papers from a variety of disciplines and practice areas, including business, economics, marketing, sociology, accounting and perhaps computer science and information technology management. The journal accepts theoretical, empirical, critical, comparative and case study research using qualitative and/or quantitative, or mixed methods that offer contributions to the following topics or Scopes: Digital ecosystems, Digital Platform, Digital labor platforms, Digital technology and innovation, Digital transformation, Digital strategy and leadership, Data-centric business models and data monetization, Big data-driven business models, Blockchain driven business models, Social network-driven business models (crowdsourcing, crowdfunding), Platform-based business models, Digital intelligent business models, IoT driven business models, Business model innovation, Business model ontology, Digital business models applications, Digital business model valuation, Digital business model change and dynamics, Digital green business model, Digital business model and share economy, Interoperable and collaborative digital business models, Holistic business models, Open digital business models, Digital business model design and development, Mobile business models, Digital business performance, Digital transformation and digital business strategy, Start-ups, lean concepts, and agile development, Digital innovation platforms, Digital entrepreneurship, Blockchain and financial technologies, Fostering a culture of transformation, Human resource qualifications in digital transformation, Drivers of digital transformation, Digital transformation and social impact, Sustainable value proposition, Digital service design, Impact of Industry 4.0 Technologies on business and ecosystem (which include cyber-physical systems (CPS), Internet of Things (IoT), Industrial Internet of Things (IIOT), Cloud Computing, Cognitive Computing, Machine-learning (ML), and Artificial Intelligence (AI).
Articles
364 Documents
<![CDATA[The Effect of Digital Literacy and Social Media Utilization on MSME Performance in Klungkung Regency, Bali ]]>
<![CDATA[Liangga Putra]]>;
<![CDATA[Dedi Muliadi]]>;
<![CDATA[Joko Setyawan]]>
<![CDATA[ Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI ]]>
Publisher : <![CDATA[Transpublika Publisher ]]>
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DOI: 10.55047/jekombital.v4i3.1155
<![CDATA[This study is grounded in the increasing importance of digital transformation among Micro and Small Enterprises (MSMEs) in Indonesia, particularly in tourism-based regions where competitiveness is closely tied to digital capability. Despite the rapid growth in digital adoption, many MSMEs still face challenges in effectively utilizing digital tools to enhance business performance, especially due to limited digital literacy and suboptimal use of social media. This research aims to examine the effect of digital literacy and social media utilization on MSME performance in Klungkung Regency, Bali. Using a quantitative explanatory approach, data were collected from 53 MSMEs across culinary, fashion, and craft sectors through purposive sampling. The data were analyzed using multiple linear regression with SPSS. The results indicate that digital literacy has a positive and significant effect on MSME performance, while social media utilization demonstrates a stronger and more dominant influence. Simultaneously, both variables significantly explain 59.2% of the variance in MSME performance. These findings highlight the critical role of digital capability, particularly social media optimization, in improving competitiveness and sustainability of MSMEs in tourism-based regions. This study contributes by providing empirical evidence in a relatively underexplored regional context and offers practical implications for policymakers in designing targeted digital empowerment programs.]]>
<![CDATA[Factors Influencing Young Consumers’ Purchasing Decisions on TikTok Shop in Vietnam: The Role of Advertising Attributes ]]>
<![CDATA[Thuy Nguyen Thi Thu]]>;
<![CDATA[Ha Dinh Thi]]>
<![CDATA[ Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI ]]>
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DOI: 10.55047/jekombital.v4i3.1171
<![CDATA[In the context of Vietnam’s rapid digital transformation, TikTok Shop has emerged as a leading social commerce platform, especially for young people. This research aims to analyze the factors influencing consumers’ purchasing decisions on the TikTok Shop platform through advertising activities. The research uses a quantitative research method, surveying 178 respondents, mainly University students in Vietnam. Data analysis methods included Cronbach’s Alpha coefficient testing, exploratory factor analysis (EFA), and linear regression using SPSS software. Based on the synthesis and analysis of aspects of digital advertising, the research initially proposed seven factors. However, the regression analysis confirmed that only three key factors significantly influence purchasing decisions: trust, interactivity, and brand awareness. Factors such as entertainment, information quality, annoyance, and incentive factors did not reach statistical significance or correlation in the final model. The results indicate that enhancing trust, increasing interactivity, and building brand awareness will be the core factors boosting consumers’ purchase intentions and behaviors on TikTok Shop. These findings not only add to the theoretical framework of digital consumption but also provide practical implications for businesses to optimize their marketing strategies on TikTok by prioritizing building credibility, brand recognition, and enhancing two-way interaction rather than overusing intrusive advertisements.]]>
<![CDATA[Marketing Mix Strategy to Improve Credit Performance at PT BPR Bank Tulungagung Perseroda ]]>
<![CDATA[Suhermin Suhermin]]>;
<![CDATA[Basuki Rachmat]]>
<![CDATA[ Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI ]]>
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DOI: 10.55047/jekombital.v4i3.1169
<![CDATA[Rural banks (BPRs) in Indonesia face mounting pressure from intensifying competition, fintech disruption, and suboptimal credit performance that threatens their financial stability and role in supporting local economic growth. This study examines the effect of the marketing mix strategy, consisting of product, price, place, promotion, people, process, and physical evidence, on credit performance at PT BPR Bank Tulungagung Perseroda. Despite the growing importance of marketing strategy in rural bank (BPR) performance, empirical evidence on which marketing mix dimensions most directly drive credit outcomes remains limited. A quantitative approach with a causality-based research design was used to examine the relationships among the variables. Data were collected through structured questionnaires administered to 340 respondents, including bank customers and staff, and analyzed using IBM SPSS Statistics 25. Before the main analysis, all instruments were tested for validity and reliability; all items were valid, with r-values exceeding the r-table threshold of 0.106 at a significance level below 0.05, and reliable, with Cronbach’s Alpha coefficients above 0.70. The results show that the marketing mix strategy simultaneously has a positive and significant effect on credit performance. Partially, product, promotion, and process are the most dominant variables influencing credit performance, suggesting that credit product quality, promotional effectiveness, and service process efficiency are key drivers of credit growth and quality. This study contributes practical guidance for BPR management to prioritize product innovation, service quality improvement, and credit process efficiency as part of an integrated marketing strategy to sustain competitiveness and credit performance.]]>
<![CDATA[The Influence of Human-AI Collaboration and Digital Competence on Generation Z Job Satisfaction ]]>
<![CDATA[Umban Adi Jaya]]>;
<![CDATA[Indarta Priyana]]>;
<![CDATA[Fauzan Manafi Albar]]>;
<![CDATA[Amna Mawardi]]>;
<![CDATA[Ade Nurhayati Kusumadewi]]>
<![CDATA[ Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI ]]>
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DOI: 10.55047/jekombital.v4i3.1172
<![CDATA[The proliferation of digital technology and the preponderance of Generation Z within the occupational sphere are compelling organisations to acclimatise by assimilating artificial intelligence (AI) and augmenting digital proficiency. This inquiry aims to scrutinise the sway of Human-AI Collaboration and Digital Competence upon Job Satisfaction amongst Generation Z cohorts. The investigative paradigm employed is a quantitative disposition utilising survey instrumentation encompassing 100 Generation Z respondents handpicked via purposive sampling. Empirical data were garnered through a questionnaire harnessing a five-tiered Likert gradation and subsequently interrogated via multiple linear regression through SPSS. The culminating findings corroborate that Human-AI Collaboration exerts an affirmative and consequential bearing upon Job Satisfaction, yielding a t-value of 7.156, whilst Digital Competence similarly manifests an affirmative and substantial repercussion with a t-value of 6.403. Concurrently, both exogenous variables wielded a momentous bearing upon Job Satisfaction, producing an F-value of 269.701 at a significance threshold of < 0.001. The coefficient of determination of 0.904 substantiates that 90.4% of the fluctuation in Job Satisfaction is explicable through Human-AI Collaboration and Digital Competence in tandem. These findings suggest that collaboration between humans and AI technology, coupled with high digital competence, can enhance Generation Z’s job satisfaction. Hence, organisations need to optimise the use of AI technology and enhance employees’ digital competence to create a more productive and satisfying work environment.]]>
<![CDATA[The Role of Artificial Intelligence in Social Media Marketing Activities on Online Purchase Intention of the Digital Generation in Indonesia ]]>
<![CDATA[Aditya Yudanegara]]>;
<![CDATA[Fansuri Munawar]]>;
<![CDATA[Ayuningtyas Yuli Hapsari]]>
<![CDATA[ Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI ]]>
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DOI: 10.55047/jekombital.v4i3.1179
<![CDATA[With social media engagement and brand trust as mediating factors, this study analyzes the role of artificial intelligence (AI) in social media marketing and its influence on the online purchase intention of Indonesia’s digital generation. According to the Stimulus-Organism-Response (SOR) framework, AI is conceptualized as a technological stimulus, engagement and brand trust as internal psychological states, and purchase intention as the resulting behavioral response. A quantitative approach was adopted using a structured online questionnaire distributed via Instagram, TikTok, and WhatsApp. A purposive sampling method was applied to target people aged 18 to 40 with regular social media use and prior exposure to AI based features. After analyzing 485 valid responses through Partial Least Squares Structural Equation Modeling (PLS SEM), the findings indicate that AI has a strong positive effect on both social media marketing activities and consumer engagement. Enhanced social media marketing activities lead to greater engagement, which then positively shapes brand trust and purchase intention. Importantly, engagement and brand trust mediate the link between AI and purchase intention. These results verify that AI driven consumer decision making unfolds through a sequential pathway that includes cognitive, emotional, and relational factors. Theoretically, this study contributes by integrating AI, social media marketing, engagement, and brand trust into a unified framework within an emerging digital economy context. Practically, the findings offer actionable insights for marketers seeking to design AI-driven strategies that strengthen engagement, foster trust, and increase online purchase intention among digitally active consumers.]]>
<![CDATA[Digital Readiness and Action Prioritization in Small Cosmetics Manufacturers ]]>
<![CDATA[Tariq Hasan Fadhil]]>;
<![CDATA[Jurry Hatammimi]]>
<![CDATA[ Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI ]]>
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DOI: 10.55047/jekombital.v4i3.1181
<![CDATA[Small cosmetics manufacturers frequently adopt digital applications before their internal routines, data controls, and workforce capabilities are ready to support them. This condition creates operational fragmentation rather than integrated transformation. This study assesses digital readiness, identifies the factors that support and constrain transformation, and develops a staged set of managerial priorities for a resource-limited cosmetics manufacturer in Indonesia. An explanatory sequential mixed-method design was used. The first stage applied the Indonesia Industry 4.0 Readiness Index survey to 33 respondents across five readiness dimensions, while the second stage used a cross-functional focus group discussion involving seven participants to interpret the survey results. The company obtained an overall readiness score of 1.21, which indicates initial readiness. People and culture had the strongest score at 1.87, whereas management and organization had the weakest score at 0.21. The evidence shows that employee willingness, management awareness, and an existing internal application provide a starting point, but progress is limited by the absence of a roadmap, formal team, dedicated budget, systematic training, and dependable real-time data. The study implies that early digital transformation should prioritize disciplined data entry, clear process ownership, and capability development before large technology investment.]]>
<![CDATA[The Influence of Online Customer Reviews and Live Streaming on Impulsive Buying Among Generation Z ]]>
<![CDATA[Fauzan Manafi Albar]]>;
<![CDATA[Cucu Hodijah]]>;
<![CDATA[Rizki Chrisulianti]]>;
<![CDATA[Galih Raspati]]>;
<![CDATA[Umban Adi Jaya]]>
<![CDATA[ Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI ]]>
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DOI: 10.55047/jekombital.v4i3.1182
<![CDATA[As social commerce platforms like TikTok Shop rapidly reshape how people shop online, Generation Z—digital natives who thrive on interactive content have become especially prone to spontaneous purchases. In this context, this study seeks to identify the bearing of Online Customer Reviews (OCR) and Live streaming upon impetuous purchasing proclivities among Generation Z habitués of TikTok Shop in Indonesia. The investigation employs an explanatory quantitative paradigm, with empirical data garnered through questionnaire instruments administered to 120 respondents conscripted via purposive sampling. Data analysis was executed through multiple linear regression alongside hypothetical corroboration procedures encompassing t-test and F-test analyses. The findings uncover that partially, Online Customer Reviews have a significant negative effect on Impulsive Buying, while Live streaming has a positive and significant effect. Taken together, both variables significantly shape Impulsive Buying, with a coefficient of determination of 44.3%. These findings indicate that Live streaming is the dominant factor in driving impulsive purchases, whereas Online Customer Reviews tend to enhance consumer rationality. This study implies that the integration of informational and interactive experiential marketing strategies is crucial in influencing consumer behavior in the era of social commerce.]]>
<![CDATA[Digital Transformation of Financial Management through a Web-Based Accounting Information System at the Ratu Bhasma Bangkiang Sidem Tourist Attraction in Babahan Village, Tabanan Regency ]]>
<![CDATA[Made Desmoon Gunawan]]>;
<![CDATA[Muhammad Rohid Abdur Rohman]]>;
<![CDATA[Komang Gede Tri Arta Wibawa]]>;
<![CDATA[Ni Made Sri Rukmiyati]]>;
<![CDATA[I Wayan Tuwi]]>;
<![CDATA[Anak Agung Istri M. Septiviari]]>
<![CDATA[ Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 4 (2026): MEI ]]>
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DOI: 10.55047/jekombital.v4i4.1183
<![CDATA[The increasing need for efficient and transparent financial management has encouraged tourism destinations to adopt digital accounting systems. This study aims to design and implement a web-based accounting information system at the Ratu Bhasma Bangkiang Sidem Tourist Attraction in Babahan Village, Tabanan. The problem identified in this study is that financial record keeping is still conducted manually using handwritten notes and spreadsheet files, resulting in data duplication, recording errors, and delays in financial reporting. This study employs a qualitative descriptive method through observation and interviews with tourism managers and administrative staff. The developed system includes features such as a financial dashboard, transaction input forms, automated income and expense recording, cash balance monitoring, and real-time financial reporting. The system is capable of generating daily transaction reports, monthly income statements, cash flow reports, and printable financial summaries automatically. The implementation results indicate that the system improves the accuracy and efficiency of financial data processing, reduces the risk of human error, accelerates report preparation, and supports more structured, transparent, and accountable financial management at the tourist attraction.]]>
<![CDATA[The Influence of Green Marketing and Brand Image on Purchase Decisions for Environmentally Friendly Products (A Case Study of The Body Shop in Cirebon) ]]>
<![CDATA[Meylina Safitri]]>;
<![CDATA[Yusuf Yusuf]]>
<![CDATA[ Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 4 (2026): MEI ]]>
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DOI: 10.55047/jekombital.v4i4.1186
<![CDATA[The growing environmental awareness among consumers has increasingly shifted purchasing preferences toward eco-friendly products, prompting companies to adopt more sustainable business practices. Recognized as two salient factors that may steer consumer purchase decisions, particularly for environmentally oriented retail brands, green marketing and brand image form the focal constructs of this study. The research objective is to analyze their effect on purchase decisions regarding The Body Shop products in Cirebon. A quantitative approach underpins the study, utilizing data from 120 consumers analyzed via Structural Equation Modeling–Partial Least Squares (SEM-PLS). The empirical outcomes show that green marketing positively and significantly affects purchase decisions (T-statistics = 2.087; P-values = 0.037). Brand image also exhibits a positive and significant effect, but with a considerably stronger influence (T-statistics = 4.736; P-values = 0.000). The R-square value of 0.711 signifies that green marketing and brand image jointly explain 71.1 percent of the variance in purchase decisions. Thus, both green marketing and brand image substantively contribute to shaping consumer purchase decisions for The Body Shop products in Cirebon, with brand image holding greater sway. These findings suggest that companies should prioritize strengthening brand image while simultaneously implementing sustainable marketing strategies to more effectively elevate consumer purchase decisions. Future research may consider incorporating additional variables or broader sampling to further extend the generalizability of these findings.]]>
<![CDATA[The Effectiveness of a Business Statistics-Based Market Validation Capstone Project in Improving Entrepreneurial Readiness among Generation Z ]]>
<![CDATA[Annisa Ramadhan]]>;
<![CDATA[Hussein Gibreel Musa]]>
<![CDATA[ Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 4 (2026): MEI ]]>
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DOI: 10.55047/jekombital.v4i4.1187
<![CDATA[Generation Z students have strong potential to develop new business ventures due to their familiarity with digital technology, social media, and rapidly changing consumer trends. However, business ideas developed in entrepreneurship courses are often based on group assumptions rather than empirical market evidence. This investigation seeks to assess the influence of a Business Statistics based Market Validation Capstone Project on the entrepreneurial readiness found among Generation Z students. To carry out the study, the researchers used a quantitative framework and a one group pretest posttest design. The subjects consisted of Digital Business undergraduates concurrently enrolled in Business Statistics and Entrepreneurship courses. The intervention consisted of a Market Validation Capstone Project, including questionnaire development, data collection from target consumers, market validation analysis, and the use of findings as the basis for business decision-making. Entrepreneurial readiness was measured using a Likert-scale questionnaire before and after the intervention. Data were analyzed using descriptive statistics, validity and reliability tests, normality testing, and paired sample t-test. The results showed a significant increase in students’ entrepreneurial readiness after completing the Market Validation Capstone Project. This finding indicates that integrating Business Statistics into entrepreneurship learning through market validation activities effectively strengthens students’ readiness to develop, evaluate, and offer new business products. The study concludes that data-driven capstone learning can support entrepreneurial education by encouraging students to make business decisions based on empirical evidence rather than assumptions.]]>
