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Proceeding of International Conference on Entrepreneurship (IConEnt)
Published by Universitas Pelita Harapan
ISSN : -     EISSN : 29882664     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Proceeding of International Conference on Entrepreneurship (IConEnt) berisi artikel-artikel ilmiah dari para peneliti dari lingkup internasional yang mengikuti konferensi IConEnt yang akan diadakan rutin setiap tahun oleh Fakultas Ekonomi dan Bisnis Universitas Pelita Harapan.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 370 Documents
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Winning the Stream War: An Empirical Comparison of Netflix and Disney+ Hotstar in the Indonesian Market Sanjaya Budi Santoso; Prida Ariani Ambar Astuti
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The advancement of digital technology has transformed consumer behavior in accessing entertainment, with subscription video-on-demand (SVOD) services emerging as a dominant choice. This study compares Indonesian consumers’ perceptions of two leading SVOD platforms, Netflix and Disney+ Hotstar, across five key variables: user experience, subscription price, intention to subscribe, customer satisfaction, and customer loyalty. A quantitative approach was employed using purposive sampling, involving 180 respondents who had subscribed to both services within the past 12 months. Data were analyzed using SPSS and the non-parametric Wilcoxon Signed-Rank Test. Results reveal significant differences across all variables, with Netflix scoring higher than Disney+ Hotstar in each. These findings indicate that Netflix outperforms Disney+ Hotstar in delivering superior user experience, value for price, subscription intention, customer satisfaction, and loyalty among Indonesian consumers. This aligns with consumer behavior and marketing theories highlighting the influence of experience, pricing, and motivation on satisfaction and loyalty
Reevaluating Brand Power: The Dominant Influence of Word of Mouth and Price in Health Product Purchases Helsi Dominggus; Prida Ariani Ambar Astuti
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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The rising prevalence of diabetes in Indonesia has increased the demand for low-calorie sweetener products such as Diabetasol. However, despite ranking second in the Top Brand Index, its market share has declined over the past five years. This study aims to analyze the influence of brand image, price, and word of mouth on Diabetasol purchase decisions, with purchase intention as a mediating variable. Using a quantitative approach, data were collected through a structured questionnaire survey among members of the Indonesian Diabetes Association (PERSADIA) and analyzed using multiple linear regression, t-tests, F-tests, and the Sobel test. The results indicate that, simultaneously, the three independent variables significantly affect both purchase intention and purchase decisions. Only price and word of mouth directly affect both dependent variables; brand image has no significant direct impact. Purchase intention was found to mediate the influence of price and word of mouth on purchase decisions. These findings, analyzed based on consumer behavior and marketing communication theories, highlight the importance of pricing strategies aligned with perceived value and leveraging consumer testimonials to strengthen purchase decisions.
The Impact of Creativity, Leadership, Networking, and Organizational Innovation toward Organizational Performance on Content Creator Agency in Surabaya Hananiel Gunawan; Napitupulu, Priscilla; Janice Siahaya
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

This study examines the impact of creativity, leadership, networking, and organizational innovation on organizational performance among digital content creators in Surabaya. As the creative digital economy grows rapidly, content creators face intense competition that demands not only creativity but also strategic management capabilities. Creativity is essential in producing unique and engaging content, while leadership shapes vision, direction, and motivation. While leadership provides direction and motivation for sustainable growth. Networking enables collaboration with peers, platforms, and clients, expanding market reach and resource access. Organizational innovation, meanwhile, drives continuous improvement in content, processes, and business models. Using a quantitative approach, data were collected from digital content creators operating in Surabaya and analyzed to test the relationships between the proposed variables. The findings are expected to highlight how these four strategic management dimensions contribute to enhanced organizational performance in the creative digital sector. This study provides both theoretical insights and practical implications for entrepreneurs, policymakers, and educators to strengthen the competitiveness of local digital content creators.
Sustainability in a Water Bottle: CSR and Buying Intention of Le Minerale Tania Monica Potu; Janice Carysa Siahaya; Priskilla E.E. Napitupulu
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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This study investigates the influence of Corporate Social Responsibility (CSR) on competitive advantage (CA) and buying intention (BI) in the bottled water industry, focusing on Le Minerale in Surabaya, Indonesia. CSR is examined across four dimensions: legal and ethical responsibility, philanthropic and community services, respect for environment, and respect for customers. Using a quantitative approach with purposive sampling, 100 valid responses were collected from consumers-dominantly aged 17-25 who worked in private companies who purchased Le Minerale and are aware of its CSR activities. Data was analyzed through validity, reliability, normality, and regression tests using SPSS. The results reveal that CSR has a significant and positive effect on competitive advantage, explaining 74.5% of its variance. Furthermore, competitive advantage significantly influences buying intention, accounting for 52.3% of its variance. These findings suggest that CSR initiatives not only strengthen Le Minerale’s market positioning but also foster consumer trust, which eventually enhances buying intention. However, practical factors such as price and accessibility also shape purchasing decisions. The study highlights CSR as a strategic driver of sustainable competitiveness in a low-involvement market like bottled water.
Do ESG Score, Firm Value, and Gender Diversity Enhance Corporate Performance? Evidence from Emerging Asia-Pacific Industrial Firms Junika Halawa; Ilyona Risty
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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This study investigates the effect of Environmental, Social, and Governance (ESG) score, firm value, and gender diversity on corporate performance, measured by Return on Assets (ROA), in the industrial sector of emerging Asia-Pacific markets. Using a sample of publicly listed companies, the research aims to provide empirical evidence on how sustainability practices, market valuation, and board diversity contribute to financial performance. ESG scores are applied as a proxy for corporate sustainability, while firm value reflects investors’ perception of growth potential, and gender diversity is considered an indicator of inclusivity in corporate governance. The study employs quantitative analysis to examine the relationships among these variables. The findings are expected to demonstrate whether ESG initiatives and gender diversity complement firm value in driving profitability. This research contributes to the growing literature on sustainable finance by highlighting the role of non-financial factors in shaping firm performance in emerging markets. The results provide insights for managers, policymakers, and investors regarding the strategic importance of ESG and diversity in achieving long-term competitiveness.
Green Human Resource Management Research Landscape: Trends, Gaps, and Future Directions from a Systematic Literature Review Priskilla E.E. Napitupulu; Yanuar Dananjaya; Hananiel M Gunawan
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Green Human Resource Management (GHRM) has emerged as a vital organizational approach that aligns human capital practices with environmental sustainability. This study investigates publication trends, thematic orientations, and methodological patterns within GHRM research while identifying key theoretical and practical gaps. Using bibliometric evidence from Scopus between 2013–2025, the analysis highlights a sharp increase in scholarly attention after 2018, dominated by studies in Asia, particularly China, India, and Malaysia. The findings suggest that most works adopt the Ability–Motivation–Opportunity (AMO) and Social Exchange Theory as dominant frameworks, with limited exploration of broader institutional or stakeholder-based approaches. In addition, research gaps remain concerning cross-cultural validation, longitudinal analysis, and practical implementation challenges in organizations. The study contributes by proposing future research directions that connect GHRM to sustainable organizational performance, innovation, and resilience. Ultimately, this research underscores the significance of integrating environmental and human resource strategies to achieve long-term sustainability.
Competitive Differentiation Through Sustainability: Bank Jago’s Strategic Response to Inter-Firm Competition Hadi Cahyadi; Yohana F. Cahya Palupi Meilani; Ardi Ardi
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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This study aims to analyze the strategic responses of Bank Jago, a leading digital bank in Indonesia, to the evolving competitive landscape shaped by fintech innovation and regulatory dynamics. Employing a qualitative case study approach, this research draws on Bank Jago’s annual reports, industry analyses, and news sources, applying PESTEL, Porter’s Five Forces, SWOT, SPACE matrix, and Strategic Sustainability frameworks to comprehensively evaluate the bank’s external environment, competitive position, internal capabilities, and competitive differentiation through sustainability. The findings indicate that Bank Jago benefits from supportive government policies, rapid technological advancements, and a growing urban, tech-savvy customer base, while facing challenges such as stringent regulatory requirements, rising competition from regional fintech firms, and economic volatility. Strategic partnerships, particularly with fintech platforms like Gojek, and innovative digital banking services such as the ‘Pockets’ feature, have strengthened Bank Jago’s market position. The SPACE matrix analysis suggests an aggressive strategic posture, emphasizing growth and innovation to capitalize on market opportunities. The study concludes that Bank Jago’s adaptive strategies, focused on digital transformation, customer-centric innovation, regulatory compliance, and environmental sustainability, will be pivotal for its sustained competitive advantage and expansion in Indonesia’s digital banking sector.
The Influence of Storytelling Strategies, Customer Engagement, and Visual Content on Food Agritourism Sustainability: A Study of Wondis Chocolate, Kulon Progo Dara Salsabila Rianti; Hermawan; Anjar Dwi Astono
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Sustainable tourism has become a strategic approach addressing complex ecological, social, and economic challenges in the post-pandemic era. Food agritourism is recognized as a strategic vehicle for creating sustainable value creation aligned with Sustainable Development Goals (SDGs). This study aims to analyze the influence of storytelling strategies, customer engagement, and visual content on food agritourism sustainability at Wondis Chocolate, Kulon Progo. The research employed a quantitative approach with explanatory design involving 100 tourist respondents selected through purposive sampling. Data were collected using Likert scale questionnaires and analyzed through multiple linear regression. Results indicate that storytelling strategies, customer engagement, and visual content have positive and significant effects on food agritourism sustainability, both partially and simultaneously. Visual content demonstrates the strongest influence, followed by customer engagement and storytelling. This research contributes theoretically to destination marketing theory development and provides practical recommendations for optimizing sustainable agritourism marketing strategies.
The Effect of Social Media Marketing and E-WoM on Purchase Decisions for Cetaphil Skincare Products in Medan Mediated by Brand Trust Kimberly Chow; Alfonsius
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Over the past few years, skincare has evolved into a crucial part of the daily routines of a large number of individuals all over the world. The skincare market in Indonesia is expanding at a quick rate, and there is a wide variety of goods accessible, ranging from locally produced brands that are affordable to international brands. This study aims to analyze the effect of social media marketing and Electronic Word of Mouth (E-WoM) on purchase decisions for Cetaphil skincare products in Medan, with brand trust as a mediating variable. The research utilizes a quantitative approach. Data were collected through questionnaires distributed to 140 respondents who have interacted with Cetaphil’s online content or made a purchase. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that both E-WoM have a significant positive effect on brand trust and purchase decision, while social media marketing shows no significant effect toward brand trust and purchase decision. Furthermore, brand trust plays a partial mediating role in the relationship between the independent variables of E-WoM toward purchase decisions.
The Science of Persuasion: Cialdini’s Principles in Shaping Purchase Decision on Shopee Indonesia Izara Ridwan; Lila Maria Kaban
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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This study investigates whether Cialdini’s principles of persuasion – Reciprocity, Social Proof, and Liking – affect consumer purchasing decisions on the Shopee application in Indonesia. Amidst the rapid growth of e-commerce and intense competition among online platforms, understanding the psychological and social factors influencing consumer behavior is increasingly vital. While previous studies have explored general online buying behavior, few have focused specifically on Shopee Indonesia using Cialdini’s persuasive strategies. This quantitative research used a purposive sampling technique to gather data from 100 Shopee users who had made at least two purchases. Data was collected via an online questionnaire and analyzed using multiple linear regression. The results show that Social Proof and Liking have a significant and positive effect on purchasing decisions, while Reciprocity does not when tested independently. However, when analyzed simultaneously, all three variables significantly affect purchasing decisions, with a combined explanatory power of 73.5%. The findings highlight the importance of emotional and social strategies in enhancing digital marketing effectiveness and recommend Shopee prioritize influencer engagement and consumer review visibility.

Page 25 of 37 | Total Record : 370

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