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All Journal Abimanyu: Journal of Community Engagement Jurnal Ekonomi, Bisnis dan Manajemen Branding: Jurnal Manajemen & Bisnis Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Nanang Hoesen Hidroes Abbrori
Universitas Negeri Surabaya
Arts Economics, Econometrics & Finance Education Engineering Social Sciences

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Pengembangan Motivasi Karyawan sebagai Upaya Mendorong Adaptabilitas di Era Digital pada UMKM Audika Briantari Zaen; Achmad Fitro; Nanang Hoesen Hidroes Abbrori; Anita Safitri; Riska Dhenabayu
Abimanyu : Jornal of Community Engagement Vol 7 No 2 (2026): August 2026 (In Press)
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The development of digital technology requires Micro, Small, and Medium Enterprises (MSMEs) to continuously develop their competencies and adapt to changing conditions. However, members of HIPEMIKA in Mojokerto Regency lacked a structured tool for monitoring self-learning and competency development. This Community Service Program aimed to implement a self-learning tracking sheet as a competency development monitoring tool for MSME members. The program was conducted through training and mentoring involving 34 participants. Before the program, 8 participants (23.5%) had used digital media to record their self-development activities, while 26 participants (76.5%) had not used a structured digital recording tool. After the program, 31 participants (91.2%) were able to use the self-learning tracking sheet, while 3 participants (8.8%) still required further assistance. The tracking sheet provides features for division identification, competency level selection, access to training and certification resources, learning checklists, and progress monitoring. The results showed a 67.7 percentage-point increase in the use of digital media for competency development. The implementation of the self-learning tracking sheet helped make competency development more structured, documented, and measurable
Pengaruh Persepsi Estetika QR Code pada Media Promosi Merek terhadap Niat Memindai melalui Brand Credibility Fami Silado; Nanang Hoesen Hidroes Abbrori
Jurnal Ekonomi, Bisnis dan Manajemen Vol. 5 No. 3 (2026): Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Publisher : FEB Universitas Maritim Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/ebismen.v5i3.5007

Abstract

QR codes are increasingly used in brand promotional media to connect consumers with digital information. However, the presence of a QR code does not automatically encourage consumers to scan it, particularly when its visual appearance is perceived as unattractive, unclear, or poorly integrated with the promotional design. This study aims to examine the effect of perceived QR code aesthetic on QR code scanning intention, with brand credibility as a mediating variable. A quantitative explanatory approach was employed using survey data from 157 respondents who had been exposed to brand promotional media containing QR codes. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The results show that perceived QR code aesthetic has a positive and significant effect on brand credibility and scanning intention. Brand credibility also has a positive and significant effect on scanning intention. The mediation test indicates that brand credibility partially mediates the relationship between perceived QR code aesthetic and scanning intention. These findings suggest that aesthetic QR code design is not only a visual element but also a credibility cue that can strengthen consumers’ intention to interact with brand promotional content. The study contributes to digital marketing and visual branding literature by highlighting the role of QR code aesthetics in shaping consumer response. QR Code semakin banyak digunakan dalam media promosi merek untuk menghubungkan konsumen dengan informasi digital. Namun, keberadaan QR Code tidak selalu mendorong konsumen untuk memindai, terutama apabila tampilannya dipersepsikan kurang menarik, kurang jelas, atau tidak terintegrasi dengan desain promosi. Penelitian ini bertujuan untuk menguji pengaruh perceived QR code aesthetic terhadap niat memindai QR Code dengan brand credibility sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori melalui survei terhadap 157 responden yang pernah terpapar media promosi merek yang memuat QR Code. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 3. Hasil penelitian menunjukkan bahwa perceived QR code aesthetic berpengaruh positif dan signifikan terhadap brand credibility dan niat memindai. Brand credibility juga berpengaruh positif dan signifikan terhadap niat memindai. Hasil uji mediasi menunjukkan bahwa brand credibility memediasi secara parsial hubungan antara perceived QR code aesthetic dan niat memindai. Temuan ini menunjukkan bahwa desain QR Code yang estetis tidak hanya berfungsi sebagai elemen visual, tetapi juga sebagai sinyal kredibilitas yang dapat memperkuat niat konsumen untuk berinteraksi dengan konten promosi merek. Penelitian ini berkontribusi pada literatur pemasaran digital dan visual branding dengan menegaskan peran estetika QR Code dalam membentuk respons konsumen.
IMPLEMENTASI TEXT-TO-VIDEO ARTIFICAL INTELLIGENCE SEBAGAI STRATEGI CONTENT MARKETING TIKTOK UNTUK MEMBANGUN BRAND AWARENESS PADA INDUSTRI WATER TREATMENT Umi Tasyania Apriliani; Nanang Hoesen Hidroes Abbrori; Dhiyan Septa Wihara; Muhammad Febrilian Dwi Syahputra
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 2 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i2.58212

Abstract

Berkembangnya teknologi tuntutan perusahaan dalam memproduksi konten membutuhan efisiensi, kuantitas, serta kualitas video. Dalam pemanfaatan AI banyak digunakan perusahaan menganalisa bisnis, namun belum banyak produksi untuk konten. Inovasi baru PT Nico Indo Water Technology telah memanfaatkan Generatif Text-to-Video AI sebagai strategi brand awareness content marketing pada platform Tiktok. Penelitian ini dapat membantu perusahaan dalam proses produksi konten dengan efektif dan juga efisiensi tanpa memerlukan adanya talent. Penelitian ini menggunakan metode kualitatif studi kasus melalui observasi, wawancara semi-terstruktur pegawai digital marketing, dan dokumentasi. Hasil dari penelitian ini yaitu framework prompting yang terdiri dari tujuh komponen yaitu Content Objective, Brand Information, Target Audience, Content Strategy, Content Specification, Prompt Engineering, dan Human Evaluation. Demikian framework tersebut menghasilkan video AI yang lebih konsisten dengan suatu identitas merek, mengurangi revisi manual, dan dapat digunakan dengan berbagai tema konten. Penelitian ini berkontribusi pada pengembangan framework prompting khusus untuk implementasi Text-to-Video Ai pada strategi content marketing industri water treatment.
The Influence of Perceived AI Value and Perceived AI Risk on Trust in AI and Purchase Decision among Generation Z for Electronic Products via TikTok Shop in Surabaya Mario Dwi Sandi; Nanang Hoesen Hidroes Abbrori; Ratih Amelia; Muhammad Febrilian Dwi Syahputra
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 3 (2026): November : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i3.13059

Abstract

The study focuses on Generation Z consumers who buy electronic goods via TikTok Shop in Surabaya, paying special attention to the benefits and risks linked to AI-based features. As the use of AI in social commerce continues to increase, there is concern about how consumers view its usefulness and possible risks and how these views relate to trust and their purchasing behaviour. The aim of the study is to look at the relationships between Perceived AI Value and Perceived AI Risk on the one hand, and Trust in AI and Purchase Decision on the other, including the mediating effect of Trust in AI. A quantitative explanatory approach was used with data collected from 257 Generation Z respondents who were selected by purposive sampling. The responses were collected using a five-point Likert-type questionnaire and analysed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that Perceived AI Value is positively related to both Trust in AI and Purchase Decision, while Trust in AI is positively related to Purchase Decision. Perceived AI Risk does not have a significant relationship with Trust in AI but is positively linked to Purchase Decision. Trust in AI plays a significant mediating role in the relationship between Perceived AI Value and Purchase Decision, whereas no significant mediation is found for Perceived AI Risk. In general, the findings stress the importance of perceived AI value and trust in supporting Generation Z's purchase decisions, while perceived AI risk does not necessarily lead to a reluctance to make purchases.
Co-Authors Achmad Fitro Anita Safitri Audika Briantari Zaen Dhiyan Septa Wihara Fami Silado Mario Dwi Sandi Muhammad Febrilian Dwi Syahputra Ratih Amelia Riska Dhenabayu Umi Tasyania Apriliani