Article Per Year (5 Year)
p-Index From 2021 - 2026
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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 telah menjadi strategi penting dalam pemasaran media sosial, terutama di Instagram, untuk menarik dan mempertahankan minat audiens. Penelitian ini bertujuan untuk menguji peran mediasi narrative transportation dalam hubungan antara digital storytelling, emotional engagement, dan minat audiens. Pendekatan kuantitatif digunakan dalam penelitian ini, dengan pengumpulan data dilakukan melalui purposive sampling terhadap 100 pengguna aktif Instagram di Indonesia. Data dianalisis menggunakan path analysis melalui perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa digital storytelling dan emotional engagement memiliki pengaruh terhadap minat audiens, dengan narrative transportation berperan sebagai variabel mediasi yang signifikan. Narrative transportation memperkuat pengaruh emotional engagement terhadap minat audiens (R² meningkat dari 0.083 menjadi 0.271), dan juga memediasi pengaruh digital storytelling (dengan nilai pengaruh tidak langsung sebesar 0.252). Meskipun hubungan langsung antara digital storytelling dan narrative transportation tidak signifikan secara statistik, hasil menunjukkan adanya mediasi parsial. Temuan ini menegaskan bahwa pengalaman naratif yang imersif dapat mengubah respon emosional audiens menjadi keterlibatan yang bermakna. Oleh karena itu, pemasar perlu merancang konten Instagram yang tidak hanya visual menarik tetapi juga mengandung elemen naratif dan emosional yang kuat. Penelitian ini memberikan kontribusi teoritis terhadap pemahaman mekanisme psikologis dalam pemasaran digital, serta rekomendasi praktis bagi strategi konten merek di media sosial.
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