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This Author published in this journals
All Journal Al-Kharaj: Journal of Islamic Economic and Business International Journal of Islamic Business and Management Review
Yerizal Yerizal
STIE WIdyaswara
Arts Economics, Econometrics & Finance Social Sciences

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AI in Strategic Marketing: Leveraging Machine Learning for Consumer Behavior Prediction - A Case Study of MSMEs in Selangor Salamiah Kulal Salamiah; Dorris Yadewani; Dona Ikranova Febrina; Mukti Diapepin; Yerizal Yerizal
International Journal of Islamic Business and Management Review Vol. 6 No. 1 (2026)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijibmr.v6i1.1824

Abstract

Purpose – This study aims to investigate the transformative impact of artificial intelligence (AI) and machine learning (ML) on strategic marketing, specifically focusing on consumer behavior prediction among Micro, Small, and Medium Enterprises (MSMEs) in Selangor, Malaysia. Methodology – A quantitative approach was employed, collecting cross-sectional data from 150 [sesuaikan angka sampel Anda] MSME owners and managers. The data were analyzed using Structural Equation Modeling (SEM-PLS) to evaluate how AI-driven predictive models influence marketing effectiveness and targeting accuracy. Findings – The results reveal that AI-based models significantly enhance marketing precision. MSMEs that integrated these technologies reported a 34% increase in customer engagement and a 28% improvement in conversion rates compared to traditional methods. Furthermore, the study highlights that digital readiness and ethical data usage are key drivers for AI adoption in the local business landscape. Originality – This research contributes to the literature by bridging the gap between advanced technology adoption and MSME marketing strategies within an emerging Islamic market hub. The findings provide practical insights for MSME digital transformation and offer policy recommendations for stakeholders in Selangor to foster a more data-driven and ethically aligned business environment.
Digital Business Model Innovation In SMEs: A Systematic Literature Review Yerizal Yerizal; Vera Septaria
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.8692

Abstract

Purpose – Digital business model innovation (DBMI) is crucial for SMEs to survive and thrive in this era of rapid digital transformation. However, research on DBMI remains fragmented, with limited understanding of the driving factors, implementation strategies, impacts, and challenges faced by SMEs in adopting DBMI. This article systematically reviews the literature on DBMI in SMEs (2015-2025), identifying key themes, research gaps, and providing future research directions. Methodology –This study uses a systematic literature review (SLR) approach based on PRISMA guidelines. The selected literature consists of 25 articles that were analysed descriptively and thematically, with a focus on the SME context. Findings – The review results show that DBMI is influenced by internal factors such as transformational leadership and technological readiness, as well as external factors such as government support and crises. The implementation of DBMI in SMEs includes process digitization, value proposition innovation, and revenue model changes. The impacts include improved financial performance, competitiveness, and business resilience, despite challenges such as resource constraints and resistance to change. Originality – This article fills the literature gap by synthesizing DBMI in SMEs from developing countries and offers a new theoretical framework for digital business model development.
Co-Authors Dona Ikranova Febrina Dorris Yadewani Mukti Diapepin Salamiah Kulal Salamiah Vera Septaria