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All Journal Fundamental and Applied Management Journal
Encep Sopandi
Universitas Nurtanio, Indonesia
Economics, Econometrics & Finance Social Sciences

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AI-Driven Marketing Strategies: Assessing the Impact of Artificial Intelligence in Transforming Sustainable Marketing Practices for MSMEs a Qualitative Study Candra Aeni; Loso Judijanto; Encep Sopandi; Subhanjaya Angga Atmaja; Dewi Maharani
Fundamental and Applied Management Journal Vol. 4 No. 3 (2026): September
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i3.943

Abstract

This study aims to analyze how AI contributes to the transformation of sustainable marketing practices among MSMEs, with particular attention to its implementation, benefits, challenges, and adoption strategies. A descriptive qualitative method was used in this investigation. Ten informants participated in in-depth interviews and observations to gather primary data. From five stakeholder groups: MSME owners/managers, business practitioners, AI developers, digital marketing and sustainability experts, and consumers. Secondary data were obtained from academic literature, journal articles, policy documents, and other relevant publications. Data reduction, data display, and conclusion drawing were used to examine the data, with source and technique triangulation providing support. The findings reveal that AI enhances sustainable marketing by improving marketing automation, customer personalisation, and data-driven strategic decision-making. MSME owners and business practitioners reported that AI reduced marketing operational costs and increased customer engagement through more targeted communication. AI developers and sustainability experts emphasized that AI supports efficient resource utilization and digital marketing processes, contributing to reduced environmental impacts. However, high implementation costs, limited digital competencies among MSMEs, and worries about the security and privacy of consumer data continue to be significant obstacles to the deployment of AI. AI has considerable potential to strengthen sustainable marketing practices and improve MSME competitiveness. To maximize its benefits, more inclusive adoption strategies are needed, including affordable SaaS-based AI solutions, digital capacity-building programs for MSMEs, and supportive regulatory frameworks that encourage ethical and responsible AI implementation.
Time Pressure, Educational Skills, and Autonomy as Predictors of Job Satisfaction and Job Performance: The Moderating Role of Internet Usage among Ministry of Maritime Affairs and Fisheries Employees, Indonesia Afzil Ramadian; Loso Judijanto; Encep Sopandi
Fundamental and Applied Management Journal Vol. 4 No. 3 (2026): September
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i3.944

Abstract

This research looks at how time pressure, learning abilities, and freedom at work influence how satisfied employees are with their jobs and how well they perform in their roles within Indonesia's Ministry of Maritime Affairs and Fisheries. It also looks at how internet use affects the association between these factors and job satisfaction. A quantitative correlational design was employed in this investigation. Data were gathered from 153 employees who were chosen using purposive sampling and were examined using SmartPLS 3 and partial least squares structural equation modeling (PLS-SEM). The results indicate that time pressure and autonomy were important factors in determining job satisfaction, but educational skills did not have a meaningful impact on job satisfaction at the 5% significance level. Time pressure, knowledge of education, ability to work independently, and how happy someone is with their job all had a big effect on how well they perform at work. Using the internet has greatly reduced how much time pressure, learning abilities, independence, and happiness at work are connected to each other. The model accounted for 63% of the difference in contentment at work and 71% of the variation in job performance. The results show that factors like time pressure, freedom to make decisions, how well someone can learn, and how happy they are with their job all play a big role in how well employees perform. The way people use the internet helps to strengthen the connection between important work factors and how satisfied they are with their job, but it doesn't directly influence that connection. These results show that having helpful digital tools can make a big difference in making employees happier and more effective in government workplaces.
The Role of Artificial Intelligence to Improve Workplace Satisfaction and Productivity: A Qualitative Case Study of Healthcare Workers in Indonesian Hospitals Encep Sopandi; Loso Judijanto; Agustin Amborowati; Andi Subhan Amir; Mochammad Isa Anshori
Fundamental and Applied Management Journal Vol. 4 No. 3 (2026): September
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i3.1036

Abstract

This study investigates the function of AI in enhancing workplace satisfaction and productivity among healthcare workers while identifying organizational challenges related to Artificial Intelligence implementation in an Indonesian hospital. A qualitative case study was conducted at Hospital S, Malang City, Indonesia. Ten healthcare workers with direct experience using Artificial Intelligence-supported healthcare systems were selected through purposive sampling. Data was gathered using semi-structured interviews, observations, and looking at documents. Then, the data was studied using the Miles and Huberman method, which includes steps like simplifying the information, organizing it into patterns, and finally drawing conclusions. Drawing and verification. Artificial Intelligence improved workplace satisfaction by reducing administrative workloads, supporting professional development, enhancing work experiences, promoting transparent decision-making, and strengthening collaboration. Artificial Intelligence also increased workplace productivity through faster clinical decision-making, improved operational efficiency, automation of routine administrative tasks, reduced medical errors, effective human–technology collaboration, and improved healthcare service quality. Nevertheless, resistance to organizational change, concerns regarding workforce replacement, and the need for continuous technological training remained significant implementation challenges. Artificial Intelligence has considerable potential to improve both workplace satisfaction and productivity when supported by appropriate organizational strategies. Human-centered AI implementation, continuous digital competency development, and effective organizational support are essential to maximize the benefits of Artificial Intelligence adoption and promote sustainable improvements in healthcare services.
Co-Authors Afzil Ramadian Agustin Amborowati Andi Subhan Amir Candra Aeni Dewi Maharani Loso Judijanto Mochammad Isa Anshori Subhanjaya Angga Atmaja