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All Journal Brilliance: Research of Artificial Intelligence Eduvest - Journal of Universal Studies
So Yohanes Jimmy
Universitas Multimedia Nusantara
Aerospace Engineering Computer Science & IT Decision Sciences, Operations Research & Management Health Professions Mathematics Neuroscience Social Sciences Other

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Investigating Factors Influencing Social Media Performance MSMEs in JABODETABEK Gita Megantari Novianda; So Yohanes Jimmy; Ringkar Situmorang
Eduvest - Journal of Universal Studies Vol. 6 No. 1 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i1.51970

Abstract

The trend of digital environmental change encourages MSMEs in Jabodetabek to utilize social media as their main marketing channel. However, not all MSMEs can optimize social media performance effectively. This study aims to analyze the factors influencing social media performance in MSMEs, focusing on the influence of environmental forces, absorptive capacity, and social media marketing capabilities in creating content (posting capability) and interacting on social media (interaction capability). This research uses a quantitative approach grounded in Resource-Based Theory (RBT) and involves respondents who are MSME owners in the Jabodetabek area. The novelty of this research lies in integrating environmental forces, absorptive capacity, and the two dimensions of social media capability—posting and interaction—into a single conceptual model. This integration provides a more comprehensive understanding of how external pressures and internal knowledge absorption work together to shape social media performance. Data were collected through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The findings reveal that environmental forces have a positive and significant influence on MSMEs’ absorptive capacity, which in turn strengthens their posting and interaction capabilities, ultimately enhancing social media performance. Theoretically, this study advances RBT by linking external factors with resource-based capabilities. Practically, it highlights the importance for MSMEs to develop strong absorptive capacity so they can transform environmental changes into effective content strategies and meaningful audience interactions, leading to improved social media performance.
AI Social Interaction, Experience, and AI Literacy in Identifying AI Content among Jabodetabek Users Dani Surya Wijaya; So Yohanes Jimmy; Trihadi Pudiawan Erhan
Brilliance: Research of Artificial Intelligence Vol. 6 No. 3 (2026): Brilliance: Research of Artificial Intelligence, Article Research August 2026
Publisher : Yayasan Cita Cendekiawan Al Khwarizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/brilliance.v6i3.9033

Abstract

Background: Generative AI has intensified the circulation of synthetic visual content and increased the need for users to identify AI-generated content. Prior studies have examined deepfake detection, AI literacy, AI experience, and social interaction separately, but empirical evidence on how these factors jointly shape identification ability remains limited. Objective: This study investigates the effects of AI Social Interaction and AI Experience on AI Content Identification Ability, with AI Literacy positioned as a mediating mechanism. Methods: A quantitative survey was conducted with 270 social media users in Jabodetabek. AI Social Interaction, AI Experience, and AI Literacy were measured using a five-point Likert questionnaire, while identification ability was measured through a 30-item objective performance test consisting of AI-generated and authentic images and videos. Data were analyzed using partial least squares structural equation modeling with SmartPLS 4.0. Results: AI Experience had a positive effect on AI Literacy. AI Literacy and AI Social Interaction had significant direct effects on AI Content Identification Ability. AI Experience did not directly affect identification ability, but its indirect effect through AI Literacy was significant, indicating full mediation. Conclusion: AI use experience does not automatically improve the ability to identify synthetic content. Experience must be converted into evaluative and ethical AI Literacy, while social interaction may support direct pattern recognition through digital exposure.
Co-Authors Dani Surya Wijaya Gita Megantari Novianda Ringkar Situmorang Trihadi Pudiawan Erhan