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All Journal TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan
Nandha Narendra Muvano
Universitas Mulia
Economics, Econometrics & Finance Education Social Sciences

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Kajian Literatur: Peran Artificial Intelligence dalam Inovasi Periklanan Digital pada Manajemen Pemasaran Ekonomi Kreatif Syafira Anindya Imanah; Windah Lestari; Dwi Amilina; Nandha Narendra Muvano
TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan Vol. 4 No. 1 (2026): TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan
Publisher : Shofanah Media Berkah

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Perkembangan pesat Kecerdasan Buatan (Artificial Intelligence/AI) telah mentransformasi lanskap periklanan digital, terutama dalam industri ekonomi kreatif yang mengandalkan inovasi dan kreativitas. Penelitian ini bertujuan untuk menganalisis peran AI dalam strategi manajemen pemasaran serta mengidentifikasi kesenjangan adopsinya di kalangan pelaku usaha kreatif. Dengan menggunakan metode Systematic Literature Review (SLR) yang mengikuti protokol PRISMA, kajian ini menyintesis 35 artikel terpilih dari publikasi tahun 2019–2025. Hasil penelitian menunjukkan bahwa integrasi AI mengubah paradigma pemasaran dari pendekatan intuitif menjadi berbasis data (data-driven), meningkatkan efisiensi operasional hingga 91,68%, Return on Investment (ROI) sebesar 33,34%, dan conversion rate hingga 42,3% melalui hiperpersonalisasi. Namun, ditemukan kesenjangan adopsi yang signifikan antara perusahaan besar dan UMKM, yang berdampak pada disparitas kinerja UMKM dengan adopsi AI tinggi mengalami peningkatan penjualan rata-rata 21,7%, sementara yang rendah hanya 9,1%. Hambatan utama meliputi literasi digital terbatas, kendala finansial, dan infrastruktur teknologi yang tidak merata. Oleh karena itu, diperlukan pendekatan kolaboratif yang holistik antara pemangku kebijakan, industri, dan akademisi untuk meningkatkan literasi digital, akses teknologi, dan kerangka etika guna mengoptimalkan potensi AI secara berkelanjutan dan inklusif bagi daya saing ekonomi kreatif di era digital.
Strategi Pengembangan SDM untuk Meningkatkan Efektivitas Penggunaan Platform GoFood pada UMKM Kuliner Brigita Gloria Tewu; Mellisa Indah Azhari; Siti Rahayu; Najwa Divanny Dwi Shasyia; Nadya Putri Aulia; Naswa Laura Anggreini; Najla Na'ilah Manggabarani; Nandha Narendra Muvano
TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan Vol. 3 No. 4 (2026): TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan
Publisher : Shofanah Media Berkah

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Permasalahan utama yang dihadapi UMKM kuliner dalam pemanfaatan platform GoFood adalah rendahnya efektivitas penggunaan fitur digital yang tersedia. Meskipun platform ini menawarkan berbagai kemudahan operasional dan peluang peningkatan penjualan, sebagian besar pelaku UMKM masih memanfaatkannya secara terbatas akibat rendahnya literasi digital dan kompetensi sumber daya manusia (SDM). Berbagai solusi sebelumnya telah dilakukan, seperti penyediaan platform digital, pelatihan pemasaran online, serta pendampingan teknis penggunaan aplikasi GoFood dan GoBiz. Namun, solusi tersebut memiliki kelemahan karena lebih menitikberatkan pada aspek teknologi dan pemasaran, sementara pengembangan SDM sebagai pengelola utama platform belum dilakukan secara sistematis dan berkelanjutan. Inovasi penelitian ini terletak pada penekanan pengembangan SDM sebagai faktor strategis dalam meningkatkan efektivitas penggunaan GoFood. SDM diposisikan tidak hanya sebagai pengguna teknologi, tetapi sebagai pengelola yang mampu mengoptimalkan fitur GoBiz, mengelola menu digital, serta memanfaatkan data penjualan secara strategis. Tujuan penelitian ini adalah untuk menganalisis strategi pengembangan SDM yang dapat meningkatkan efektivitas penggunaan platform GoFood pada UMKM kuliner. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan metode Systematic Literature Review (SLR), melalui analisis dan sintesis berbagai penelitian terdahulu yang relevan. Hasil penelitian menunjukkan bahwa peningkatan literasi digital, pelatihan berkelanjutan, dan pendampingan teknis menjadi kunci utama dalam meningkatkan efektivitas penggunaan GoFood. Kesimpulannya, keberhasilan pemanfaatan platform digital pada UMKM kuliner tidak hanya ditentukan oleh teknologi, tetapi sangat bergantung pada kualitas dan kesiapan SDM yang mengelolanya.
Kajian Literatur: Membangun Kepercayaan di Era Digital: Dampak Aktivitas Pemasaran Media Sosial terhadap Loyalitas Pelanggan UMKM M Aziz Ramadhani; Vika Wulandari; Natasya Priskilla Singal; Nazhira Harghea Zalianti; Nandha Narendra Muvano
TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan Vol. 4 No. 1 (2026): TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan
Publisher : Shofanah Media Berkah

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Micro, Small, and Medium Enterprises (MSMEs) face significant challenges regarding limited market access and competitiveness in the digital era. This study aims to analyze the strategic role of digital technology, particularly social media and content marketing, as an empowerment tool for MSMEs. The methodology employed across the sources includes literature studies, quantitative surveys, and in-depth interviews with business actors. The results indicate that the consistent use of platforms such as Instagram and TikTok effectively increases product visibility, reaches global audiences, and strengthens emotional connections with consumers through real-time interaction. Creative content strategies involving high-quality visual aesthetics and storytelling are proven significant in driving customer engagement and sales conversion. However, the main obstacles found are low digital literacy and limited resources in managing content consistently. In conclusion, the integration of social media and digital marketing innovation is the primary key for MSMEs to enhance global competitiveness and ensure business sustainability. Continuous support in the form of technical training is required to maximize the potential of the digital ecosystem optimally.
Pengaruh Inovasi Produk dan Strategi Pemasaran terhadap Kinerja Usaha Kuliner Kreatif Alliyah Puteri Selyndra; Fitria Nur Nilamsari; Nadila Maulida Mahmud; Nazwa Amanda Az'zahra; Nandha Narendra Muvano
TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan Vol. 4 No. 2 (2026): TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan
Publisher : Shofanah Media Berkah

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This study examines the influence of product innovation and marketing strategies on the business performance of creative culinary MSMEs. Increasing market competition requires MSME actors to continuously innovate and implement creative marketing strategies to enhance competitiveness and marketing performance. Various quantitative studies indicate that product innovation and marketing strategies have a positive and significant impact on business performance, both partially and simultaneously. Therefore, effective management of product innovation and marketing strategies is a key factor in achieving sustainable performance and competitive advantage for culinary MSMEs.
Strategi Pemasaran Ekonomi Kreatif pada Subsektor Kuliner dalam Meningkatkan Daya Saing UMKM Hairul; Jauhari Maulana; Aprian Michella Stevania Riahayu; Muhyiddin Irfan Hafidz; Nandha Narendra Muvano
TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan Vol. 4 No. 2 (2026): TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan
Publisher : Shofanah Media Berkah

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The culinary subsector is a key pillar of the creative economy in Indonesia, contributing significantly to the growth of MSMEs. However, high levels of competition require culinary MSMEs to implement creative and adaptive marketing strategies to increase their competitiveness. This study aims to analyze creative economy marketing strategies in the culinary subsector to enhance MSME competitiveness through a Systematic Literature Review (SLR) approach. The research method involved searching and selecting relevant scientific articles from various academic databases, then analyzing them thematically to identify patterns, trends, and key findings related to creative economy culinary marketing. The study results indicate that creative economy-based marketing strategies, such as utilizing social media, product innovation, strengthening branding, storytelling, and emphasizing local values ​​and wisdom, play a critical role in enhancing the competitiveness of culinary MSMEs. Furthermore, digital technology support, increased marketing literacy, and collaboration between stakeholders are also contributing factors to the success of these marketing strategies. However, several challenges remain, including limited resources, low product standardization, and a lack of ongoing mentoring. This study concludes that implementing creative, integrated, and sustainable marketing strategies is key to strengthening the competitiveness of culinary MSMEs in the creative economy ecosystem.
Peran Generasi Z dalam Mendorong Viralitas Musik Lokal via TikTok: Systematic Literature Review Arshita Lutfi Alfionita; Rosalinda; Nabila Rahmadani; Olga Karin Bell; Alivia Arliana; Nandha Narendra Muvano
TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan Vol. 4 No. 1 (2026): TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan
Publisher : Shofanah Media Berkah

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This study aims to examine the role of Generation Z in driving the virality of local music through the social media platform TikTok. The development of digital technology and social media has changed the patterns of music production, distribution, and consumption, with TikTok becoming one of the main platforms in shaping music trends, especially among the younger generation.Generation Z, as digital natives, possess creative, adaptive, and participatory characteristics that make them key actors in creating and spreading viral music content. This study employs a Systematic Literature Review (SLR) method with a qualitative approach to various national and international journals relevant to the topics of Generation Z, TikTok, and the virality of local music.The results of the study indicate that the virality of local music on TikTok is not only influenced by the platform's algorithm but is also significantly determined by creativity, active participation, digital literacy, and Generation Z's ability to read and shape digital trends. Creative strategies such as challenges,dance trends, the use of background music, remixes, and digital social interaction are key factors in increasing the exposure and popularity of local music.However, this study also found that limitations in data analysis capabilities and utilization of TikTok's strategic features remain obstacles to the effectiveness of local music promotion. Therefore, developing Generation Z human resources through digital training and ongoing mentoring is a crucial factor in optimizing the virality of local music in the era of the digital creative economy.
Analisis Dampak Fear of Missing Out (FOMO) terhadap Minat Beli Skintifict yang Viral di TikTok oleh Generasi Z E-Commerce Users Nabila Tsabitha Saptaningtyas; Rossa Ardanella; Nandha Narendra Muvano
TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan Vol. 4 No. 1 (2026): TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan
Publisher : Shofanah Media Berkah

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Abstract

The development of short-form video-based social media, particularly TikTok, has transformed Generation Z's consumption behavior, particularly in the skincare industry. One phenomenon that has emerged due to intense exposure to viral content is Fear of Missing Out (FoMO), a fear of missing out on trends that drives consumers to make quick and impulsive purchases. This study aims to analyze the impact of FoMO on purchase intention for Skintific skincare products that went viral on TikTok among Generation Z e-commerce users. The research method used was a Systematic Literature Review (SLR), analyzing and synthesizing various journals and scientific articles relevant to the topics of FoMO, TikTok, Generation Z consumption behavior, and e-commerce. Data analysis techniques used narrative and thematic synthesis to identify patterns, similarities, and differences in previous research findings. The results show that FoMO plays a key psychological role in bridging the influence of TikTok viral marketing on Skintific purchase intention. Review content, before-and-after content, user testimonials, and beauty influencer recommendations shape perceptions of popularity and urgency that drive Generation Z purchasing decisions. TikTok's integration with e-commerce platforms further strengthens FoMO through promotional features and ease of transaction. This research contributes to enriching the study of digital consumer behavior and provides practical implications for skincare brands, e-commerce platforms, and Generation Z consumers in navigating the phenomenon of social media-based marketing.
Co-Authors Alivia Arliana Alliyah Puteri Selyndra Aprian Michella Stevania Riahayu Arshita Lutfi Alfionita Brigita Gloria Tewu Dwi Amilina Fitria Nur Nilamsari Hairul Jauhari Maulana M Aziz Ramadhani Mellisa Indah Azhari Muhyiddin Irfan Hafidz Nabila Rahmadani Nabila Tsabitha Saptaningtyas Nadila Maulida Mahmud Nadya Putri Aulia Najla Na'ilah Manggabarani Najwa Divanny Dwi Shasyia Naswa Laura Anggreini Natasya Priskilla Singal Nazhira Harghea Zalianti Nazwa Amanda Az'zahra Olga Karin Bell Rosalinda Rossa Ardanella Siti Rahayu Syafira Anindya Imanah Vika Wulandari Windah Lestari