Abstract:This study develops a practical framework for evaluating AI-generated brand visuals in a marketing communication context. Using a qualitative case study of an Indonesian sustainable startup (I-NewBee), the research employs…
ys photo-elicitation interviews to compare consumer evaluations of brand assets generated by three text-to-image tools (Midjourney, Neural Love AI, and Leonardo AI). Twelve target-market participants assessed anonymized visual sets (A/B/C) produced under a standardized prompt structure, using a semi-structured protocol informed by attention-stage cues from the AISAS model. Expert input from a visual communication design practitioner was used to triangulate judgments on visual quality and brand fit. Data were analyzed through iterative coding and thematic synthesis to identify recurring evaluation dimensions and decision cues. The findings suggest that perceived brand fit is shaped by visual realism, compositional clarity, brand-consistent signals, and message interpretability, while prompt ambiguity and inconsistent visual cues reduce credibility. The paper contributes an actionable evaluation framework expressed as evaluation dimensions and prompt-design considerations for startups seeking to deploy generative AI responsibly in brand communication
Abstract:This research aims to explore the financial management patterns applied by digital startups in Indonesia, along with the challenges and solutions faced by their founders in managing their finances. The study uses a qualitative…
tative approach with case studies to gather data through in-depth interviews, observations, and analysis of financial documents from digital startups operating in Indonesia. The findings reveal that ineffective cash flow management, dependence on external funding, and a lack of strategic financial management understanding are some of the primary challenges faced by these startups. The study emphasizes the importance of adopting efficient financial practices, including utilizing financial technology to improve cash flow management and reduce dependency on external capital. Additionally, it underscores the need for startup founders to build a competent finance team to ensure sustainable growth. This research contributes to the understanding of financial management in the context of digital startups in Indonesia and provides insights on overcoming financial challenges to strengthen the startup ecosystem
Abstract:The digital disruption era has significantly impacted startups, requiring them to adopt innovative Human Resource Management (HRM) strategies to remain competitive. This study examines HRM technology adoption, including AI-based…
ng AI-based recruitment, cloud-based HRIS, and digital collaboration tools, and the challenges that hinder their full implementation. Despite the benefits, budget constraints, lack of managerial support, and low digital competencyremain major obstacles. Using a qualitative descriptive approach, data were collected from Indonesian startups through in-depth interviews, observations, and document analysis. Findings indicate that startups with clear digital transformation roadmaps, strong leadership engagement, and structured employee training programs are more successful in integrating HRM technology. However, many startups still rely on manual HR processes, limiting efficiency and innovation. This study highlights that HRM should be a strategic function rather than an administrative task, focusing on technology-driven efficiency, digital upskilling, and cultural adaptation. To ensure sustainable growth, startups must prioritize digital innovation, workforce development, and managerial commitment in their HRM transformation.
Abstract:Abstract: Digitalization 5.0 has opened wide opportunities for students to build digital-based startups. However, many student startups face challenges in financial management, developing a Minimum Viable Product (MVP),…
and ensuring business sustainability. This program aims to implement Digital Business Incubation as a strategy for developing student digital startups. The methods used include observation, tenant selection, interviews, and intensive mentoring for incubation program participants. As a result of the selection process, 14 businesses were chosen to be incubated, consisting of service-based and product-based ventures. The program is designed to provide entrepreneurship training, financial management workshops, business legality assistance, investor networking opportunities, and technological support. The outcomes of the program indicate that through digital incubation, average 77,91% of the participating students were able to enhance their digital entrepreneurship skills, strengthen their business models, and optimize the potential for business sustainability. Therefore, Digital Business Incubation has proven to be an effective mechanism for fostering the growth of student digital startups that are adaptive, innovative, and competitive in the digital economy era.
Keywords: bussiness digital, enterprise, student, service
Abstrak: Digitalisasi 5.0 telah membuka peluang luas bagi mahasiswa untuk membangun usaha rintisan (startup) berbasis digital. Namun, banyak startup mahasiswa menghadapi tantangan dalam hal pengelolaan keuangan, Minimum Viable Product, dan keberlanjutan usaha. Program ini bertujuan untuk mengimplementasikan program Digital Business Incubation sebagai strategi pengembangan startup digital mahasiswa. Metode yang digunakan meliputi observasi, seleksi tenant, wawancara, serta pendampingan intensif terhadap peserta program inkubasi. Dari hasil seleksi terpilih 14 usaha yang akan diinkubasi yang terdiri dari usaha yang bergerak dibidang jasa dan produk. Program ini dirancang untuk memberikan pembinaan kewirausahaan, pelatihan keuangan, pendampingan legalitas usaha, akses bersama investor, serta dukungan teknologi. Hasil program ini menunjukkan bahwa melalui inkubasi digital, rata rata 77,91% mahasiswa mampu meningkatkan keterampilan wirausaha digital, memperkuat model bisnis, serta mengoptimalkan potensi keberlanjutan usaha. Dengan demikian, Inkubasi bisnis digital terbukti menjadi mekanisme efektif dalam mendorong lahirnya startup digital mahasiswa yang adaptif, inovatif, dan berdaya saing di era ekonomi digital.
Kata kunci: bisnis, mahasiswa, jasa, startup digital
Abstract:The digital startup business incubation program for students is an initiative to support the development of innovative and sustainable businesses. The program aims to help students develop competitive business potential.…
The entrepreneurial landscape at Universitas Sumatera Utara is continuously growing, marked by the emergence of young entrepreneurs from various programs such as the Student Entrepreneurial Program (PMW) and the Student Creativity Program (PKM). In 2023, there were 12 funding opportunities for PKM entrepreneurial schemes and three winners of the P2MW program. However, challenges remain, such as limited networking opportunities, market access, and minimal mentoring and education on financial management. The lack of mentors and supporting resources often causes campus startups to lose motivation. The methods used to address these issues include mentoring to enhance the capabilities of student startups, financial management literacy, the provision of business facilities, and training and guidance in marketing. This program provides valuable opportunities for students to develop digital business ideas and apply sustainable business principles. As a result, students are better prepared to contribute to sustainable economic growth.
Keywords: startup; incubator; digital; sustainable; business
Abstrak: Program inkubasi pengembangan usaha startup digital mahasiswa merupakan inisiatif untuk mendukung pengembangan usaha yang inovatif dan berkelanjutan. Tujuan program ini adalah membantu mahasiswa mengembangkan potensi usaha yang kompetitif. Situasi kewirausahaan di Universitas Sumatera Utara terus berkembang dengan munculnya wirausahawan muda dari berbagai program, seperti Program Wirausaha Muda (PMW) dan Program Kreativitas Mahasiswa (PKM). Pada tahun 2023, terdapat 12 pendanaan untuk skema kewirausahaan PKM dan tiga pemenang program P2MW. Namun, masih terdapat kendala berupa keterbatasan peluang jejaring, akses pasar, serta minimnya pendampingan dan edukasi terkait pengelolaan keuangan usaha. Kurangnya mentor dan sumber daya pendukung menyebabkan startup kampus sering kehilangan motivasi. Metode yang digunakan untuk mengatasi permasalahan ini meliputi pendampingan peningkatan kemampuan startup mahasiswa, literasi pengelolaan keuangan, penyediaan fasilitas usaha, serta pelatihan dan bimbingan pemasaran. Program ini membuka peluang berharga bagi mahasiswa untuk mengembangkan ide bisnis digital dan menerapkan prinsip bisnis berkelanjutan. Hasilnya, mahasiswa lebih siap berkontribusi pada pertumbuhan ekonomi yang berkelanjutan.
Kata kunci: startup; inkubator; digital; berkelanjutan; bisnis