Innovation Communication of Financial Technology for Productivity of Creative and Social Enterprises

Abstract

Innovation communication of financial technology (fintech) has a strategic and crucial role in increasing the productivity of creative and social enterprises. However, there are assumptions that most of creative and social entrepreneurs do not understand and adapt to the fintech. Instead, adequate information intake and digital communication platforms are needed to make it easier for them to meet and attract investors to this sector. So the main problem is how the impact of fintech innovation communication towards productivity of creative and social enterprises. This research uses mixed methods with a sequential explanatory approach. The data collected through interview method with survey design and observation to describe how the innovation communication of fintech increases productivity among creative social enterprises. Identify the factors that influence fintech innovation communication, as well as how the fintech innovation communication strategy for the productivity of creative social enterprises through questionnaires involving selected respondents and informants. This research uses Structural Equation Modeling (SEM) analysis to analyze the influence of internal and external factors with fintech innovation communication by creative social entrepreneurs. Through the diffusion of innovation theory approach, it seeks to see fintech technological innovations adopted by creative social entrepreneurs and changes in transaction patterns. The results of the study, quantitatively and qualitatively the measurement, show that there is an influence of fintech innovation communication towards creative social enterprises productivity significantly. Compatibility as the facilitating factor that relates to knowledge factor as the decisive factors bringing to adoption the fintech with considering the complexity and relative advantage.