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INDONESIA
Jurnal Bisnis Inovatif dan Digital
Published by Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia
ISSN : 30469724     EISSN : 30468965     DOI : 10.61132
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Manajemen Sumber Daya Manusia, Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sektor Publik, Manajemen Operasi, Manajemen Rantai Pasokan, Tata Kelola Perusahaan, Etika Bisnis, Akuntansi Manajemen dan Pasar Modal dan Investasi
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 65 Documents
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Pengaruh Content Marketing dan Affliate Marketing terhadap Minat Beli Fashion pada Media Sosial Tiktok: (Studi Kasus Genersi Z di Kota Prabumulih) Bayu Aditya Syahputra; Nurmayanti Nurmayanti; Phinton Panglipur
Jurnal Bisnis Inovatif dan Digital Vol. 3 No. 3 (2026): Juli: Jurnal Bisnis Inovatif dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubid.v3i3.1367

Abstract

The rapid development of social media, particularly TikTok, has significantly transformed the consumption behavior of Generation Z and encouraged businesses to use the platform as a strategic digital marketing medium for fashion products in Prabumulih City. This study aims to examine the influence of content marketing and affiliate marketing on the purchase intention of Generation Z TikTok users toward fashion products. The research applied a quantitative approach with descriptive and associative methods. Respondents were selected through purposive sampling based on the criterion that they were members of Generation Z who actively used TikTok. Data were collected using a questionnaire measured with a Likert scale and analyzed to determine the relationship between the research variables. The results show that content marketing and affiliate marketing both have positive effects on purchase intention, with affiliate marketing demonstrating a more dominant influence than content marketing. Together, the two variables explain 56.9% of the variation in purchase intention, while the remaining 43.1% is influenced by other factors outside the research model. These findings confirm that optimizing TikTok-based content marketing and affiliate marketing strategies can effectively increase the purchase intention of fashion products among Generation Z.
Dampak Transformasi Digital Melalui CRM terhadap Kinerja Layanan dan Kepuasan Pelanggan pada PT. Pupuk Sriwidjaja Palembang Randy Vemil Prasetiya; Nurmayanti Nurmayanti; Phinton Panglipur
Jurnal Bisnis Inovatif dan Digital Vol. 3 No. 3 (2026): Juli: Jurnal Bisnis Inovatif dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubid.v3i3.1376

Abstract

This study aims to examine the effect of Digital Customer Relationship Management (CRM) on service performance and customer satisfaction at PT Pupuk Sriwidjaja Palembang. This research is motivated by the importance of implementing digital technology to improve service quality and customer satisfaction in the current digital era. The research employed a quantitative method, with data collected through questionnaires distributed to customers of PT Pupuk Sriwidjaja Palembang. The data analysis techniques included validity testing, reliability testing, classical assumption testing, and linear regression analysis using SPSS software. The variables in this study consisted of Digital CRM as the independent variable, service performance as the intervening variable, and customer satisfaction as the dependent variable. The results indicate that Digital CRM is able to explain 60% of the variance in service performance. Furthermore, 65% of customer satisfaction is influenced by both Digital CRM and service performance. Service performance also acts as an intervening variable in the relationship between Digital CRM and customer satisfaction. Therefore, the effective implementation of Digital CRM can improve service quality, which in turn leads to increased customer satisfaction at PT Pupuk Sriwidjaja Palembang.
Manajemen SDM Berbasis Kearifan Lokal dalam Meningkatkan Kinerja Organisasi: Sebuah Kajian Literatur Cut Muzifatul Ummah
Jurnal Bisnis Inovatif dan Digital Vol. 3 No. 3 (2026): Juli: Jurnal Bisnis Inovatif dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubid.v3i3.1381

Abstract

Human resource management (HRM) plays an essential role in determining organizational success in addressing rapid and complex environmental changes. In Indonesia, HRM practices are influenced not only by modern management concepts but also by local wisdom values that have been rooted in social life. Previous studies indicate that integrating local wisdom into HRM practices can strengthen organizational culture, increase employee commitment, build harmonious workplace relationships, and improve organizational performance. However, research on this topic remains fragmented across various sectors, creating a limited comprehensive understanding of the relationship between local wisdom and HRM implementation. This study aims to analyze and synthesize previous studies regarding the implementation of local wisdom-based human resource management and its contribution to organizational performance improvement. The research applies an integrative literature review using a qualitative approach by analyzing relevant journal articles, books, and academic documents. Data were examined through content analysis to identify key themes, compare findings, and develop conceptual synthesis. The results show that local wisdom integration in HRM functions, including recruitment, training, leadership, organizational culture, performance management, and employment relations, positively influences productivity, commitment, collaboration, innovation, and organizational effectiveness. Local wisdom also acts as social capital supporting sustainable competitive advantage. This study provides a conceptual framework for culturally appropriate HRM practices in Indonesia.
Peran Pemasaran Media Sosial dan Citra Merek Rumah Karya Indonesia dalam Meningkatkan Daya Tarik Wisata Tao Silalahi, Kabupaten Dairi Hengky Pramudia Ujung; Marlon Sihombing; Onan Marakali Siregar
Jurnal Bisnis Inovatif dan Digital Vol. 3 No. 3 (2026): Juli: Jurnal Bisnis Inovatif dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubid.v3i3.1438

Abstract

This study aims to analyze the role of social media marketing and the brand image of Rumah Karya Indonesia (RKI) in increasing the tourism attractiveness of Tao Silalahi, Dairi Regency. The research employed a qualitative approach using a descriptive method. Data were collected through interviews, observations, and documentation involving RKI management, local communities, and tourists. The findings indicate that social media marketing, particularly through Instagram, plays a significant role in enhancing destination visibility and tourists’ visit intentions through engaging visual content, appropriate audience segmentation, and community collaboration supported by word-of-mouth marketing. In addition, RKI’s brand image is positively shaped by the provision of authentic tourism experiences based on arts and culture, inclusive community-based services, affordable activity pricing, and creative as well as collaborative promotional strategies. The integration of social media marketing and brand image contributes to strengthening the tourism attractiveness of Tao Silalahi in terms of natural, cultural, activity-based, and supporting infrastructure aspects. This study highlights that digital marketing strategies rooted in cultural values and local community involvement are effective approaches for sustainable tourism destination development.
Pengaruh Endorsement terhadap Tourism Behavior dengan Brand Social Media dan Visiting Intention sebagai Mediasi Kamilatur Rochmah; Wahju Wulandari; Choirul Anam
Jurnal Bisnis Inovatif dan Digital Vol. 3 No. 3 (2026): Juli: Jurnal Bisnis Inovatif dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubid.v3i3.1486

Abstract

This study aims to examine the effect of endorsement on tourism behavior and to assess the mediating roles of brand social media and visit intention in that relationship. The research subjects were tourists at Urban Villa in Batu City who had seen promotions on social media. The sample consisted of 100 respondents selected using purposive sampling in accordance with research standards. Data were collected through the distribution of questionnaires as the primary data source and supplemented by secondary data relevant to the study. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach with the assistance of SmartPLS version 4.0. The results indicate that endorsement has a positive and significant effect on tourism behavior, brand social media, and visit intention. Furthermore, Social Media Brand and Visit Intention also have a positive and significant effect on Tourism Behavior. In the mediation test, Social Media Brand and Visit Intention were found to significantly mediate the effect of Endorsement on Tourism Behavior. These findings indicate that endorsement strategies through influencers not only shape tourists’ positive perceptions of Urban Villa Kota Batu’s social media but also increase visit intention, which ultimately drives tourism behavior. The results of this study have implications for the development of digital tourism marketing research and provide insights for the management of Urban Villa Kota Batu in designing more efficient influencer- and social media-based promotional strategies.

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