Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal BJRM (Bongaya Journal of Research in Management) Management and Sustainable Development Journal
Ratnawati
Institut Teknologi dan Bisnis Sabda Setia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Indonesia Pemanfaatan Artificial Intelligence Dalam Kewirausahaan Digital UMKM Sektor Kuliner Di Kota Potianak Pada Era Ekonomi Digital Hiperkompetitif: Studi Kaus di Kota Pontianak Vinsensius VINSENSIUS; Ratnawati
BJRM (Bongaya Journal of Research in Management) Vol. 9 No. 2 (2026): BJRM (Bongaya Journal of Research in Management)
Publisher : LPPM STIEM BONGAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37888/bjrm.v9i2.1064

Abstract

The rapid growth of the hypercompetitive digital economy requires Micro, Small, and Medium Enterprises (MSMEs), particularly in the culinary sector in Pontianak City, to adapt through the utilization of digital technologies. However, the adoption of advanced technologies, especially Artificial Intelligence (AI), remains relatively low, which may hinder business competitiveness and sustainability. This study aims to analyze the effect of Artificial Intelligence utilization and digital marketing strategies on MSME sustainability, with digital transformation capability as a mediating variable. The research adopts a quantitative approach using SPSS. Data were collected through structured questionnaires from 124 culinary MSME owners in Pontianak City selected using purposive sampling. The results are expected to indicate that AI utilization and digital marketing strategies have a positive effect on digital transformation capability and MSME sustainability. Furthermore, digital transformation capability strengthens the relationship between technology utilization and business sustainability. This study is expected to contribute to the development of digital entrepreneurship and provide insights for formulating effective MSME digital transformation strategies.
THE MEDIATING INFLUENCE OF NARRATIVE TRANSPORTATION ON AUDIENCE INTEREST IN INSTAGRAM MARKETING CONTENT Ratnawati; Sebastian; Yopita
Management and Sustainable Development Journal Vol. 8 No. 1 (2026): Management and Sustainable Development Journal
Publisher : Department of Management - Institut Shanti Bhuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46229/msdj.v8i1.1112

Abstract

Digital storytelling has emerged as a vital strategy in social media marketing to attract and retain audience interest, particularly on Instagram. This study investigates the mediating role of narrative transportation in the relationship between digital storytelling, emotional engagement, and audience interest. A quantitative approach was employed, with data collected through purposive sampling from 100 active Instagram users in Indonesia. Path analysis was used to test the proposed model using SPSS software. The findings reveal that both digital storytelling and emotional engagement influence audience interest, with narrative transportation acting as a significant mediating variable. Specifically, narrative transportation enhances the effect of emotional engagement on audience interest (R² increases from 0.083 to 0.271) and partially mediates the effect of digital storytelling (indirect effect = 0.252). Although the direct effect of digital storytelling on narrative transportation was not statistically significant, its impact on audience interest becomes more meaningful when narrative immersion is present. These results confirm that immersive narrative experiences can convert emotional responses into meaningful audience engagement. The study contributes to the theoretical understanding of Narrative Transportation Theory in digital marketing and offers practical insights for creating emotionally compelling and narratively immersive Instagram content to boost audience interest.
Analisis Faktor-Faktor yang Mempengaruhi Niat Pembelian Ulang pada Shopee dengan Kepuasan Pelanggan sebagai Variabel Mediasi Ratnawati; Yudi Haliman; Sebastian
Management and Sustainable Development Journal Vol. 4 No. 2 (2022): Management and Sustainable Development Journal
Publisher : Department of Management - Institut Shanti Bhuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46229/msdj.v4i2.524

Abstract

This study aims to analyze the factors that influence consumers' repurchase intentions at Shopee with visitor satisfaction as a mediating variable. This study uses a quantitative approach by collecting respondent data through a Google Form survey. The sampling technique used convenience sampling with a total of 102 respondents. The data analysis technique used a partial least squares structural equation model (PLS-SEM) which was tested using SmartPls 3.0. The results showed that delivery service, brand reputation, and cashback promos had a positive effect on customer satisfaction and had a positive effect on repurchase intentions. Customer satisfaction is a factor that mediates the relationship between service delivery and repurchase intentions, and the relationship between cashback promos and repurchase intentions.
Co-Authors Sebastian Sebastian Vinsensius VINSENSIUS Yopita Yudi Haliman