Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Dinasti International Journal of Education Management and Social Science Greenation International Journal of Economics and Accounting
Fatchur Rohman
Universitas Brawijaya, Malang, Indonesia
Economics, Econometrics & Finance Education

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The Effect of Co-Creation Value on Umrah Pilgrims’ Loyalty: The Moderating Role of Digital Engagement Muhammad Bayu Kreshna; Fatchur Rohman; Radityo Putro Handrito
Greenation International Journal of Economics and Accounting Vol. 4 No. 3 (2026): Greenation International Journal of Economics and Accounting (July - August 202
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijea.v4i3.1014

Abstract

This study examines the effect of co-creation value on Umrah pilgrims’ loyalty and investigates the moderating role of digital engagement in the relationship. Grounded in Service-Dominant Logic (SDL), this research emphasizes the importance of customer participation in value creation within service interactions. A quantitative approach was employed using a survey of Umrah pilgrims who had experience using Umrah travel services in Jakarta. Data were collected through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that co-creation value has a positive and significant effect on pilgrims’ loyalty, indicating that active customer participation in service processes enhances long-term relationships with the travel agency. However, digital engagement was not found to significantly moderate the relationship between co-creation value and loyalty. These findings suggest that loyalty in Umrah travel services is primarily driven by direct service experiences and value co-creation rather than by digital interaction alone. This study contributes to the Service-Dominant Logic literature by extending the application of co-creation value in the context of religious service marketing and provides practical insights for Umrah travel agencies seeking to strengthen customer loyalty.
AI Strategic Integration and Sustainable Organizational Performance Erina Sovania; Agus Salim; Fatchur Rohman
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 6 (2026): Dinasti International Journal of Education Management and Social Science (Augus
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i6.7312

Abstract

Artificial intelligence (AI) has evolved from an operational technology into a strategic organizational capability supporting managerial decision-making and governance. However, limited empirical research explains how strategic AI integration contributes to sustainable organizational performance through managerial and governance capabilities. This study examines the relationships among AI Strategic Integration, Augmented Management Capability, Intelligent Governance Systems, and Sustainable Organizational Performance using the Dynamic Capabilities perspective. A quantitative survey was conducted with 200 managerial-level respondents from organizations across multiple industries. Data were analyzed using Partial Least Squares Structural Equation Modeling with 5,000 bootstrap resamples. The findings show that AI Strategic Integration positively influences Augmented Management Capability, which strengthens Intelligent Governance Systems and subsequently contributes to Sustainable Organizational Performance. AI Strategic Integration also has a significant direct effect on Sustainable Organizational Performance and a significant sequential indirect effect through both mediators. The study demonstrates that AI creates organizational value through interconnected managerial and governance capabilities.
Co-Authors Agus Salim Erina Sovania Muhammad Bayu Kreshna Radityo Putro Handrito