Strategic: Journal of Management Sciences

Implementing Open Innovation Practices in SMEs: The Role of Market and Institutional Collaboration

Fitria Fertha Agustina — 2026-08-07

Objective. Small and medium-sized enterprises (SMEs) constitute a vital component of economic development, yet their capacity to generate innovation increasingly depends on access to external knowledge and collaborative networks. This study examines the extent to which market based and institution-based open innovation practices contribute to innovation outcomes among SMEs. Research Methods. A quantitative research design was employed using a purposive sampling approach. Data were collected from 151 SMEs that met the study criteria and subsequently analyzed through multiple linear regression to assess the relationships among the investigated variables. Results. The findings reveal that both market-oriented and institutionoriented open innovation practices are positively associated with SME innovation outcomes. Market actors serve as an important source of strategic insights, enabling firms to identify emerging customer needs, competitive developments, and opportunities for product enhancement. Institutional engagement, in contrast, strengthens firms’ innovative capacity through knowledge transfer, capability-building initiatives, and access to supporting facilities and resources. Conclusions. The assessment of open innovation practices was guided by the innovation activity framework proposed in the Oslo Manual 2018. The results underline the importance of leveraging external knowledge channels to enhance innovation performance within SMEs. Given the limited empirical evidence addressing the relationship between open innovation practices and innovation outcomes in the Indonesian SME context, particularly in Yogyakarta, this study offers an initial contribution to the growing body of open innovation research in emerging economies.

Examining the Effects of Celebrity Endorsement and Promotional Strategies on Consumer Purchase Decisions in The Tokopedia Marketplace

Rani Ramdayani — 2026-08-07

Consumer purchase decisions within online marketplace platforms are shaped by various marketing initiatives, particularly celebrity endorsement and promotional programs. This research investigates the extent to which these two marketing variables contribute to purchase decisions among Tokopedia users. The study was conducted among employees of PT. MEI Line Mecha who actively utilize Tokopedia for online shopping activities. A quantitative approach employing a descriptive research design was adopted. Primary data were gathered through questionnaires distributed to 93 respondents selected according to the established research criteria. Data processing and hypothesis testing were carried out using SPSS through a series of analytical procedures, including validity and reliability assessments, classical assumption testing, multiple linear regression analysis, partial and simultaneous significance tests, and coefficient of determination analysis.

The empirical findings demonstrate that Celebrity Endorsement contributes positively to consumer Purchase Decision. Likewise, Promotion was found to encourage stronger purchasing tendencies among marketplace users. Simultaneous testing further reveals that Celebrity Endorsement and Promotion collectively explain a substantial proportion of variation in Purchase Decision on the Tokopedia platform. These findings highlight the strategic value of employing influential public figures alongside attractive promotional offerings to strengthen consumer engagement and stimulate purchasing behavior within the highly competitive e-commerce environment.

Service Effectiveness in Supporting Raw Material Inventory of Bakery MSMES: A Study at CV. Central Ace Nusa Boga

Nora Ariani — 2026-08-07

Objective. This study examines the effectiveness of distributor services in maintaining the continuity of raw material inventory for bakery MSMEs in Palu City. The stability of raw material distribution represents a critical factor in sustaining MSME production activities, particularly within the food business sector, which heavily depends on supply accuracy and stock availability.

Research Method. The study applied a quantitative descriptive approach through field survey techniques. Data were collected using observation, structured interviews, questionnaires, and documentation involving bakery MSME actors partnered with CV. Central Ace Nusa Boga. Respondents were selected through purposive sampling based on the intensity of their utilization of distribution services. Data analysis employed Likert scale measurements and percentage analysis to evaluate the level of distributor service effectiveness.

Results. The findings indicate that the distribution services provided can be categorized as effective in supporting the fulfillment of raw material requirements for bakery MSMEs in Palu City. This effectiveness is reflected in delivery punctuality, consistency of product availability, service responsiveness, and the company’s capability to maintain a sustainable supply flow. Nevertheless, several operational constraints were identified, including delivery delays during certain periods and fluctuating availability of specific raw materials.

Conclusion. Distributor service effectiveness contributes significantly to the stability of raw material inventory and the continuity of production activities among bakery MSMEs. Therefore, optimizing distribution systems and strengthening inventory management are essential to improving service quality in a sustainable manner.

Keywords: service effectiveness, raw material distribution, inventory stability, bakery MSMEs, distribution management.

Enhancing Employee Performance Through Transformational Leadership and Organizational Culture: The Mediating Role of Job Satisfaction

Vergilius Minggu — 2026-08-07

Objective. Sustaining workforce performance has become a critical challenge for manufacturing firms seeking to preserve their competitive position amid escalating industrial competition. Against this backdrop, the present study investigates the influence of transformational leadership and organizational culture on employee performance at PT Untung Bersama Sejahtera (UBS GOLD) Surabaya, while examining the mediating function of job satisfaction in explaining these relationships.

Research Method. A quantitative explanatory design was employed to explore the causal associations among the proposed constructs. Empirical data were gathered from 125 employees of PT UBS GOLD Surabaya through a structured questionnaire. The analytical procedure relied on Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4.0. The assessment process involved measurement model evaluation, structural model analysis, and hypothesis verification.

Results. The empirical evidence reveals that both transformational leadership and organizational culture contribute positively and significantly to job satisfaction. Employee performance is likewise enhanced by transformational leadership and job satisfaction. Conversely, organizational culture does not exhibit a statistically significant direct effect on employee performance. Further analysis demonstrates that job satisfaction serves as a significant mediating mechanism linking organizational culture to employee performance. However, its mediating role in the relationship between transformational leadership and employee performance is not statistically supported.

Conclusion. The findings underscore the pivotal role of job satisfaction in fostering employee performance. While transformational leadership exerts a direct contribution to performance enhancement, the impact of organizational culture materializes primarily through the development of employee job satisfaction. These results highlight the importance of cultivating transformative leadership practices alongside a supportive organizational culture to achieve sustainable improvements in employee performance.

The Influence of Product and Physical Evidence On University Choice Decisions and Their Implications For Institutional Image, Moderated By Digital Marketing (A Survey of Students at Accredited Private Universities in The Bandung Metropolitan Area)

Raden Khemal Youwangka — 2026-08-07

Objective. The background of this study is based on the phenomenon of declining enrollment of new students at private universities (PTS) in Indonesia, including the Bandung metropolitan area, even though some institutions have received excellent accreditation. This situation indicates that institutional quality alone is not sufficient to maintain the appeal to prospective students. In the context of service marketing, product and physical evidence are important factors that influence students’ decisions while also contributing to building the institution’s image. However, the influence of these two variables increasingly depends on the effectiveness of digital marketing, which plays a role in strengthening or weakening prospective students’ perceptions. The objective of this study is to examine the influence of product and physical evidence on the decision to choose a private university, as well as its implications for institutional image, moderated by digital marketing.

Research Methodology. This study employs a quantitative approach. The population consists of undergraduate students at accredited private universities in the Bandung Metropolitan Area from the 2020–2023 cohorts. The sampling technique used is purposive sampling, with a sample size of 400 respondents.

Results. The results of the study indicate that there is an influence of product and physical evidence on decision-making amounting to 71.44%, as well as an influence of decision-making on institutional image amounting to 74.34%, and an influence of decision-making on institutional image moderated by digital marketing amounting to 80.38%.

Conclusion. Universities should prioritise enhancing academic product quality, upgrading campus physical facilities, and optimising digital marketing techniques in order to influence student enrolment decisions and improve institutional image. Finally, combining great educational offerings, supportive physical evidence, and efficient digital communication is critical for establishing a strong and competitive institution reputation.