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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA)
Ika Suhartanti Darmo
Universitas Pelita Harapan
Economics, Econometrics & Finance Social Sciences

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DARI KERAMAIAN KE KONVERSI: TINJAUAN LITERATUR SISTEMATIS BERBASIS PRISMA ATAS FENOMENA ROJALI–ROHANA DAN TANTANGAN KEBERLANJUTAN KEWIRAUSAHAAN RITEL DI INDONESIA Ika Suhartanti Darmo; Muhammad Oceano Fauzan
Proceeding National Conference Business, Management, and Accounting (NCBMA) 9th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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This study examines how the Indonesian phenomenon of Rojali (crowds who rarely buy) and Rohana (crowds who only ask) can be repositioned as a retail entrepreneurship and sustainability issue rather than merely a social-media label. Using a PRISMA-guided systematic literature review, the paper synthesizes 20 core studies published between 2015 and 2025 on showrooming, webrooming, channel switching, and omnichannel retailing, identified through scholarly searches across major publisher databases and academic search engines. A statistical meta-analysis was not performed because the reviewed studies were highly heterogeneous in constructs, contexts, and outcome measures; therefore, a qualitative-thematic synthesis was employed. The review reveals four major insights. First, low-conversion traffic is driven by economic uncertainty, value consciousness, risk-reduction motives, need for touch, digital search convenience, and social-experiential motivations. Second, Rojali-Rohana behavior is conceptually closer to showrooming, webrooming, and broader cross-channel switching than to pure non-consumption. Third, the phenomenon creates a dual effect for retailers: lower in-store conversion and margin pressure on the one hand, but richer behavioral data and new conversion opportunities on the other. Fourth, sustainable retail entrepreneurship requires a shift from transaction-centric selling to integrated omnichannel conversion systems combining trust signaling, assisted selling, experiential retail, and customer data activation. The novelty of this paper lies in bridging an indigenous Indonesian market phenomenon with the global literature on omnichannel consumer behavior and proposing an integrative framework for conversion-oriented and sustainability-sensitive retail entrepreneurship
DARI IDE MENJADI AKSI: MODEL PENGABDIAN KEPADA MASYARAKAT UNTUK PENGUATAN KREATIVITAS, INOVASI, DAN LITERASI AI BERPUSAT PADA MANUSIA DALAM MENUMBUHKAN MINAT KEWIRAUSAHAAN BERKELANJUTAN SISWA SMA Selvi Esther Suwu; Ika Suhartanti Darmo; Yohana F. Cahya Palupi Meilani; Isana Sri Christina Meranga; Zoel Hutabarat
Proceeding National Conference Business, Management, and Accounting (NCBMA) 9th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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This community service (PkM, Pengabdian Kepada Masyarakat) article reports a youth entrepreneurship empowerment intervention for 16–18-year-old students at SMA Citra Kasih Jakarta (n=24). The program responds to two concurrent realities: (1) Indonesia’s creative economy is increasingly important for job creation, and (2) students’ growing reliance on generative AI risks weakening independent thinking and problem sensitivity. Four theoretical pillars guide the intervention: youth empowerment and entrepreneurial mindset; experiential learning and design thinking; (creative) self-efficacy as a driver of action; and UNESCO’s human-centered AI literacy. The intervention combined a 45-minute interactive session, guided discussion, a micro-challenge translating real problems into value propositions, and rapid prototyping using pipe-cleaners to practice iteration and feasibility. Evaluation used a post-activity survey (5-point Likert), facilitator observations, and a structured rubric assessing problem clarity, novelty, usefulness, feasibility, and sustainability sensitivity. Results show strong participant acceptance (means 4.46–4.58; SD 0.51–0.66) and six group prototypes with value statements; indicating early gains in problem-framing and confidence to ideate without letting AI replace human reasoning. The novelty lies in embedding human-centered AI literacy within a compact entrepreneurship learning design and providing a replicable logic model, worksheet template, rubric, and follow-up roadmap aligned with sustainability agendas.
Co-Authors Hutabarat, Zoel Isana Sri Christina Meranga Muhammad Oceano Fauzan Selvi Esther Suwu, Selvi Esther Yohana F. Cahya Palupi Meilani