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All Journal International Journal of Artificial Intelligence for Digital Marketing International Journal of Economic Integration and Regional Competitiveness
Bayu Hari Prasojo
Muhammadiyah University of Sidoarjo, Indonesia
Economics, Econometrics & Finance Environmental Science

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INNOVATION RECOGNITION, INDIVIDUAL PROGRESS AND IMPLICATIONS OF BEHAVIORAL CONTROL FOR ONLINE PURCHASE CHOICES Mohammad Rafli Septian; Alshaf Pebrianggara; Andry Rachmadhany; Bayu Hari Prasojo
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.340

Abstract

Objective:  This study investigates the influence of behavioral control model, personal innovation, and technology adoption on Shopee purchase intention. Method: Data from 96 respondents were collected using the quantitative research design using SmartPLS software through surveys sent to the user platform Shopee. Results: These results indicate a positive relationship between the technology acceptance model, personal innovativeness, and behavioral control factors and how these factors influence purchase intention. Novelty: These findings highlight the importance of implementing a technology adoption model, consumer creativity, and efficient behavior management through the Shopee platform to increase purchase intention among platform users. The significance of this study is that it contributes to consumers' understanding of online product and service purchases and helps researchers develop strategies to increase customer engagement and satisfaction.
THE IMPACT OF ARTIFICIAL INTELLIGENCE (CHATGPT) ON PRODUCT AND SERVICE INNOVATION IN MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES) AMONG GENERATION Z ENTREPRENEURS Mochammad Rakha Abimanyu; Istian Kriya Almanfaluti; Bayu Hari Prasojo
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.420

Abstract

Objective: This study aims to analyze the effect of ChatGPT utilization on product and service innovation in Micro, Small, and Medium Enterprises (MSMEs) managed by Generation Z in East Java. The purpose is to determine whether the application of artificial intelligence can significantly enhance the creativity, efficiency, and market relevance of MSME products and services. Method: The research employed a quantitative approach using a simple linear regression with the PLS-SEM method. A total of 99 respondents were selected through purposive sampling, focusing on Gen Z MSME owners who have used ChatGPT in their business activities. The data were analyzed using SmartPLS, which included measurement model testing (validity and reliability) and structural model testing (path coefficient, R², f², and significance). Results:  The findings indicate that ChatGPT usage has a positive and significant influence on product and service innovation, with a path coefficient value of 0.507, R² of 0.257, and f² of 0.346. These results demonstrate that although the explanatory power of the independent variable is statistically limited, the substantive effect is considered strong. This suggests that ChatGPT can support innovation processes by improving efficiency and enabling new ideas that align with market needs. Novelty: This research highlights the empirical evidence of how generative AI tools like ChatGPT can be directly linked to innovation outcomes among young entrepreneurs in Indonesia. The study contributes by emphasizing the role of AI adoption as a strategic driver of competitiveness for MSMEs in the digital era.
SENTIMENT ANALYSIS OF INDRIVE APP USAGE REVIEWS ON GOOGLE PLAYSTORE USING SUPPORT VECTOR MACHINE (SVM) AND NAÏVE BAYES ALGORITHM Afifani Aulida Romadhoni; Andry Rachmadany; Bayu Hari Prasojo
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.421

Abstract

Objective: This study aims to analyze user sentiment toward the InDrive application on Google Play Store by employing Support Vector Machine (SVM) and Naïve Bayes algorithms, motivated by the increasing number of user reviews that are difficult to evaluate manually, thus requiring a text mining approach to efficiently classify opinions into positive and negative categories. Method: A dataset of 30,000 reviews was collected through web scraping, and the analysis involved several stages, including preprocessing (cleaning, case folding, normalization, tokenizing, stopword removal, and stemming), term weighting using TF-IDF, and classification using SVM and Naïve Bayes. Results: The results revealed that SVM outperformed Naïve Bayes with an accuracy of 78%, precision of 0.80, and recall of 0.74, whereas Naïve Bayes achieved 76% accuracy, 0.79 precision, and 0.70 recall, indicating that SVM is more effective in handling complex user review data compared to Naïve Bayes. Novelty: The novelty of this research lies in applying a comparative study of the two algorithms to InDrive application reviews, which has not been extensively explored, and is expected to provide insights for developers to better understand user perceptions and improve the quality of application services.
THE EFFECT OF TIKTOK LIVE HOST INTERACTION, VIEWING INTENSITY, AND PROMOTION ON IMPULSE PURCHASES OF SKINTIFIC PRODUCTS ON TIKTOK SHOP Khurrotul Lutfiyah; Rendy Adi Saputra; Mochamad Rizal Yulianto; Alshaf Pebrianggara; Bayu Hari Prasojo
International Journal of Economic Integration and Regional Competitiveness Vol. 3 No. 7 (2026): International Journal of Economic Integration and Regional Competitiveness
Publisher : Antis Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijeirc.v3i7.518

Abstract

Objective: The purpose of this study is to demonstrate that host interaction, viewing intensity, and promotions influence impulsive purchases of Skintific products on TikTok Shop. Method: This study employs a quantitative approach, with data collected via a questionnaire. The data analysis method used is Structural Equation Modeling based on Partial Least Squares (SEM-PLS). Results: The results indicate that host interaction, viewing intensity, and promotions positively and significantly influence impulsive purchasing. This suggests that stronger host communication, more frequent viewing exposure, and more attractive promotions increase the likelihood of consumers making spontaneous purchases. Novelty: Therefore, optimizing live-streaming interaction, audience engagement, and real-time promotional strategies can be prioritized to improve impulsive sales performance.
Co-Authors Afifani Aulida Romadhoni Alshaf Pebrianggara Andry Rachmadany Andry Rachmadhany Istian Kriya Almanfaluti Khurrotul Lutfiyah Mochamad Rizal Yulianto Mochammad Rakha Abimanyu Mohammad Rafli Septian Rendy Adi Saputra