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All Journal Journal of Artificial Intelligence and Digital Business Inovbiz : Jurnal Inovasi Bisnis
Jhon Veriyanto Siregar
Universitas Negeri Medan
Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Peran Pengembangan Sumber Daya Manusia dalam Meningkatkan Kesiapan Tenaga Kerja Menghadapi Disrupsi Artificial Intelligence di Indonesia Berkat Obed Sion Gultom; Hilma Harmen; Akhlan Naufan Asri; Jhon Veriyanto Siregar; Ripqi Fauji
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.7735

Abstract

Perkembangan Artificial Intelligence (AI) sebagai bagian dari transformasi digital telah mengubah struktur pekerjaan, pola pengambilan keputusan, serta kompetensi yang dibutuhkan pasar tenaga kerja. Penelitian ini bertujuan menganalisis peran pengembangan sumber daya manusia dalam meningkatkan kesiapan tenaga kerja menghadapi disrupsi AI di Indonesia. Penelitian menggunakan pendekatan kualitatif melalui studi pustaka dengan menelaah jurnal ilmiah, laporan pemerintah, publikasi organisasi internasional, dan sumber relevan mengenai kompetensi digital, perubahan pekerjaan, serta strategi ketenagakerjaan. Hasil kajian menunjukkan masih terdapat kesenjangan antara kompetensi tenaga kerja dan kebutuhan industri yang dipengaruhi oleh ketimpangan akses digital, rendahnya literasi data dan AI, terbatasnya pelatihan berbasis teknologi, serta belum meratanya kemampuan adaptasi organisasi. Disrupsi AI tidak hanya berpotensi menggantikan tugas rutin, tetapi juga mengubah pembagian tugas, standar produktivitas, proses rekrutmen, pembelajaran, dan evaluasi kinerja. Karena itu, pengembangan sumber daya manusia perlu diarahkan pada peningkatan kompetensi digital dasar, literasi AI, kemampuan analitis, kreativitas, komunikasi, pemecahan masalah, dan etika penggunaan teknologi. Strategi upskilling dan reskilling perlu dilaksanakan secara berkelanjutan, berbasis kebutuhan pekerjaan, terukur, dan inklusif bagi pekerja dengan tingkat kesiapan yang berbeda. Penelitian ini menegaskan pentingnya kolaborasi pemerintah, dunia usaha, lembaga pendidikan, dan penyedia pelatihan untuk membangun ekosistem pembelajaran sepanjang hayat yang adaptif, bertanggung jawab, serta mampu memperkuat daya saing dan ketahanan tenaga kerja Indonesia.
The Impact of Digital Marketing on Consumer Behavior in the Digital Economy Era Triannanda Siahaan; Ega Grace Nichol Sitindaon; Jhon Veriyanto Siregar; Luna Maya Sitepu; Hasyim
Inovbiz: Jurnal Inovasi Bisnis Vol 14 No 1 (2026): Edition June 2026
Publisher : P3M Politeknik Negeri Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35314/inovbiz.v14.i1.1615

Abstract

This study aims to analyze the influence of digital marketing on consumer behavior in the digital economy era, focusing on the TikTok platform. The rapid development of digital technology has changed consumer behavior, especially in accessing product information and making purchasing decisions. This research uses a quantitative approach with a descriptive method, involving 110 respondents who are active TikTok users. The majority of respondents are aged 18–19 years and dominated by females (60%), with the highest usage intensity of 3–4 hours per day (34.5%). The results show that exposure to digital marketing is relatively high, where most respondents frequently encounter product promotions (40.9%) and promotional content often appears on the For You Page (35.5%). In addition, content quality is considered good, indicated by attractive visuals, creativity, and ease of understanding. However, the level of consumer trust in promotional information is relatively low (56.4%), which affects purchasing decisions and repurchase behavior. Although some respondents show interest in trying products and acknowledge the influence of TikTok on purchasing decisions, many still hesitate to make actual purchases. Therefore, it can be concluded that digital marketing is effective in increasing consumer awareness and interest, but not yet optimal in building trust and encouraging sustainable purchasing decisions.
Co-Authors Akhlan Naufan Asri Berkat Obed Sion Gultom Ega Grace Nichol Sitindaon Hasyim Hilma Harmen Luna Maya Sitepu Ripqi Fauji Triannanda Siahaan