Abstract:

This study aims to identify the basic values of crowdfunding digital startup leaders at iGrow and kitabisa and also to understand how these values were created. Individual value systems are related to people's attitudes and behavior, especially in the leadership decision-making process. iGrow as an investment company for agriculture products has an orientation toward achieving profits, while kitabisa as a social movement platform has a social orientation toward helping others. This study used a qualitative approach through the in-depth interview from snowball sampling that served as the primary data. The research result proposed nine main values identified from leaders of both startup companies. The main values of iGrow leader were achievement goals, hard work, legacy, togetherness, and role models, while those of Kitabisa leader were rational, learning, hustler, genuine caring, and legacy. From the process in which these values were created, this study proposed a theory on a different path of value creation, called the value creation pathway. These research findings were only limited to the two leaders from iGrow and Kitabisa.