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All Journal Jurnal Indonesia Sosial Teknologi Jurnal Ekonomi, Teknologi dan Bisnis
Fitriani, Renita
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Astronomy Computer Science & IT Economics, Econometrics & Finance Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mechanical Engineering Social Sciences

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The Role of Digital Marketing in Increasing The Competitiveness of Msmes in The Era of The Industrial Revolution 5.0 Hidayat, Agus Rohmat; Wahyuni, Ani; Fitriani, Renita; Putra, Rifky Pratama; Supandji, Wahyu
Jurnal Ekonomi Teknologi dan Bisnis (JETBIS) Vol. 4 No. 3 (2025): JETBIS : Journal of Economics, Technology and Business
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/jetbis.v4i3.204

Abstract

The Industrial Revolution 5.0 has changed the global business paradigm, especially for Micro, Small, and Medium Enterprises (MSMEs) in facing increasingly complex competitive challenges. This research aims to analyze the role of digital marketing in increasing the competitiveness of MSMEs in the era of the Industrial Revolution 5.0. The research method uses a quantitative approach with survey techniques on 385 MSMEs in the Greater Jakarta area that have implemented digital marketing strategies. Data collection was conducted using a structured questionnaire that had been validated with a Cronbach's Alpha value of 0.892. Data analysis was conducted using Structural Equation Modeling (SEM) with AMOS 24.0 software. The results of the study show that digital marketing has a positive and significant effect on the competitiveness of MSMEs with a path coefficient value of 0.784 (p<0.001). The most influential digital marketing indicator was social media marketing (B=0.856), followed by search engine optimization (B=0.743), and content marketing (B=0.692). The competitiveness of MSMEs increased significantly through increased operational efficiency (34.2%), market expansion (41.7%), and product innovation (28.9%). This research makes a theoretical contribution to the development of an integrated digital marketing framework model for MSMEs and practical implications for the development of MSME empowerment policies in the digital era.
The Role of Digital Marketing in Increasing The Competitiveness of Msmes in The Era of The Industrial Revolution 5.0 Hidayat, Agus Rohmat; Wahyuni, Ani; Fitriani, Renita; Putra, Rifky Pratama; Supandji, Wahyu
Jurnal Ekonomi Teknologi dan Bisnis (JETBIS) Vol. 4 No. 3 (2025): Jurnal Ekonomi, Teknologi dan Bisnis
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/jetbis.v4i3.204

Abstract

The Industrial Revolution 5.0 has changed the global business paradigm, especially for Micro, Small, and Medium Enterprises (MSMEs) in facing increasingly complex competitive challenges. This research aims to analyze the role of digital marketing in increasing the competitiveness of MSMEs in the era of the Industrial Revolution 5.0. The research method uses a quantitative approach with survey techniques on 385 MSMEs in the Greater Jakarta area that have implemented digital marketing strategies. Data collection was conducted using a structured questionnaire that had been validated with a Cronbach's Alpha value of 0.892. Data analysis was conducted using Structural Equation Modeling (SEM) with AMOS 24.0 software. The results of the study show that digital marketing has a positive and significant effect on the competitiveness of MSMEs with a path coefficient value of 0.784 (p<0.001). The most influential digital marketing indicator was social media marketing (B=0.856), followed by search engine optimization (B=0.743), and content marketing (B=0.692). The competitiveness of MSMEs increased significantly through increased operational efficiency (34.2%), market expansion (41.7%), and product innovation (28.9%). This research makes a theoretical contribution to the development of an integrated digital marketing framework model for MSMEs and practical implications for the development of MSME empowerment policies in the digital era.
Transformation of Social Interaction of Generation Z in the Era of Artificial Intelligence: An Analysis of Changes in Digital Communication Patterns Lestari, Ana; Fitriani, Renita
Jurnal Indonesia Sosial Teknologi Vol. 7 No. 2 (2026): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v7i2.9174

Abstract

The development of digital technology and the emergence of Artificial Intelligence (AI) have brought significant changes in people's communication patterns, especially in Generation Z known as the digital native generation. The integration of AI in various communication platforms such as social media, chatbots, and recommendation systems is influencing the way this generation interacts, obtains information, and builds social relationships in the digital space. These changes create new dynamics in social interaction that need to be studied more deeply from a social and technological perspective. This study aims to analyze the transformation of Generation Z's social interaction in the Artificial Intelligence era and identify changes in digital communication patterns that arise due to the use of AI-based technology in daily life. This study uses a qualitative approach with literature study methods and descriptive analysis. Data is obtained from various scientific sources such as journal articles, books, and research reports that are relevant to the topics of social interaction, digital communication, and the development of Artificial Intelligence. The data was then analyzed thematically to identify patterns of change in interaction and communication in Generation Z. The results of the study show that the presence of Artificial Intelligence has changed the communication patterns of Generation Z to be faster, technology-based, and tend to take place in the digital space. AI is also influencing the way this generation accesses information, expresses itself, and builds social relationships. In addition to providing ease and efficiency of communication, the use of AI also raises challenges such as technology dependence, a decrease in the quality of face-to-face interactions, and the potential for the spread of inaccurate information in the digital space.
Co-Authors Agus Rohmat Hidayat Ana Lestari Putra, Rifky Pratama Supandji, Wahyu Wahyuni, Ani