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All Journal Dinasti International Journal of Education Management and Social Science Influence: International Journal of Science Review
Prasetya Yoga Santoso
Universitas Sahid, Jakarta, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Public Health Social Sciences

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Micro-Targeting, Macro-Effects: Re-evaluating Political Communication in the Data Era Prasetya Yoga Santoso
INFLUENCE: INTERNATIONAL JOURNAL OF SCIENCE REVIEW Vol. 6 No. 1 (2024): INFLUENCE: International Journal of Science Review
Publisher : Global Writing Academica Researching and Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/influencejournal.v5i1.337

Abstract

Digital transformation has transformed the political campaign landscape from a mass approach to a personalized one through the use of big data. This study aims to explore and analyze in depth the effectiveness of micro-targeting advertising as a political communication medium in the digital era. Using a qualitative approach with descriptive content analysis and literature review, this study relies entirely on secondary data sources derived from digital platform advertising transparency reports, election regulatory documents, and related scientific literature. The results indicate that operationally, micro-targeting advertising has high persuasive effectiveness in reaching swing voters due to the ability of personalized messages to penetrate internet users' attention spans through the use of big data and experimental advertising trials. However, from a sociopolitical perspective, this electoral effectiveness has negative impacts in the form of fragmentation of the digital public sphere through the creation of echo chambers and filter bubbles, which exacerbate social polarization. Furthermore, the hidden nature of advertising (dark ads) raises ethical issues related to the violation of user privacy and indicates a wide regulatory gap in the oversight of digital election governance. This study recommends the need for regulatory reforms that require full transparency in digital platforms' political advertising repositories and strengthen digital literacy among civil society.
Algorithmic Visibility and Entrepreneurial Survival in Hospitality: A Structural Equation Model of Communication Adaptation and Trust Among Micro, Small, and Medium Enterprises Prasetya Yoga Santoso; Ressa Uli Patrissia
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i4.6775

Abstract

The viability of micro, small, and medium enterprises (MSMEs) in Indonesia's hospitality sector is increasingly contingent upon the capacity of entrepreneurs to navigate algorithm-driven digital ecosystems that govern audience reach, reputation, and demand. Despite the proliferation of platform-mediated commerce, empirical models that articulate how algorithmic visibility translates into entrepreneurial survival remain scarce, particularly within the Global South. This study addresses that gap by developing and empirically validating the Algorithmically Mediated Hospitality (AMH) model, which posits algorithmic visibility as an antecedent of entrepreneurial survival operating through the sequential mediation of communication adaptation and customer trust, and conditioned by digital literacy. Drawing on the Resource-Based View (J. Barney, 1991), Adaptive Communication Theory (Daft & Lengel, 1986), and the platform-economy literature (Cusumano et al., 2019), the model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) on cross-sectional survey data collected from 287 hospitality MSME owners (boutique hotels, cafés, and homestays) in Jakarta, Bali, Yogyakarta, and Bandung. The results indicate that algorithmic visibility exerts a statistically significant positive effect on communication adaptation (β = 0.612, p < .001), customer trust (β = 0.431, p < .001), and entrepreneurial survival (β = 0.278, p < .001). The sequential indirect effect was confirmed (β = 0.189; 95% CI [0.134, 0.251]), and digital literacy significantly moderated the algorithmic visibility–communication adaptation pathway (βinteraction = 0.214, p < .001). The model accounts for 53.1% of the variance in entrepreneurial survival, exceeding benchmarks reported in comparable Southeast Asian SME studies (Fauzi et al., 2023). Theoretically, the study contributes a measurement-validated construct of algorithmic visibility and extends the Resource-Based View into platform-mediated competition. Practically, the findings inform a redesign of national MSME digital-literacy policy that explicitly incorporates algorithmic literacy as a survival-relevant competence.
Co-Authors Ressa Uli Patrissia