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All Journal International Journal of Management Science and Information Technology (IJMSIT) Ekonomia
Sri Asmirani
Universitas Negeri Makasar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Learning Openness in Moderating Tacit Knowledge and Heritage-Based Learning by Doing on Human Resource Productivity in Ulu Belu Coffee Sri Asmirani; Rizky Khairunnisa; Reza Pahlepi; Afit Afrizal; Reza Hardian Pratama.
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6604

Abstract

This study examines the role of learning openness in moderating the relationship between tacit knowledge, learning by doing (heritage learning), and human resource productivity in Ulu Belu coffee MSMEs, Indonesia. Grounded in the Knowledge-Based View and Organizational Learning Theory, this research investigates how experiential and inherited knowledge contribute to workforce productivity within traditional agribusiness settings. A quantitative explanatory approach was employed using survey data collected from 200 coffee MSME actors in Ulu Belu, Lampung. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that tacit knowledge significantly and positively influences human resource productivity. Likewise, learning by doing through intergenerational knowledge transfer significantly enhances productivity. These results confirm that experience-based and socially embedded learning mechanisms remain critical drivers of performance in traditional coffee enterprises. Furthermore, learning openness plays a significant moderating role. It strengthens the relationship between heritage learning and productivity, indicating that openness to new ideas, external collaboration, and technological adoption amplifies the benefits of traditional knowledge transfer. Learning openness also moderates the effect of tacit knowledge on productivity, although the effect size is relatively weaker. This study contributes to the literature by integrating tacit knowledge, heritage learning, and learning openness into a single empirical model within the agribusiness MSME context. Practically, the findings suggest that enhancing learning openness alongside preserving traditional knowledge can improve workforce productivity and sustainability in coffee-based MSMEs.
The Influence Of AI-Based Marketing On Personalization And Automation Effectiveness In Digital Marketing Strategies: A Case Study Of Facebook Marketplace Reza Hardian Pratama; Putu Eva Julianawati; Hiro Sejati; Sri Asmirani; Ahmad Sirfi Fatoni Sirfi Fatoni
Ekonomia Vol. 15 No. 2 (2025): September
Publisher : Universitas Lembah Dempo

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Abstract

This study investigates the impact of artificial intelligence (AI)-based marketing on the effectiveness of personalization and automation within digital marketing strategies, with a specific focus on Facebook Marketplace. As the use of AI technologies in targeted marketing efforts continues to grow, understanding their role in enhancing user experience and marketing efficiency becomes increasingly important. Employing a quantitative case study approach with a sample of 200 respondents, this research utilizes SEM-Smart PLS as the analytical tool. It explores how AI tools implemented by Facebook Marketplace—such as algorithm-driven product recommendations, automated customer interactions, and dynamic ad placements—contribute to more personalized consumer experiences and more efficient marketing operations. Data were collected from marketing professionals and users through interviews and surveys, providing insights into perceived benefits and challenges. The findings indicate that AI significantly enhances both personalization and automation, resulting in higher engagement rates and improved conversion efficiency. However, concerns related to data privacy and algorithm transparency remain prevalent. The study concludes with recommendations for marketers aiming to optimize digital strategies through AI while upholding ethical standards and maintaining user trust.
Co-Authors Afit Afrizal Ahmad Sirfi Fatoni Sirfi Fatoni Hiro Sejati Pratama, Reza Hardian Putu Eva Julianawati Reza Pahlepi Rizky Khairunnisa