Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Dinasti International Journal of Education Management and Social Science JHSS (Journal of Humanities and Social Studies)
Mokh Adib Sultan
Universitas Pendidikan Indonesia, Bandung, Indonesia
Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Analysis Customer Relationship Orientation and Sustainability Marketing: The Mediating Role of Co-Creation Value in MSMEs Arlin Ferlina Mochamad Trenggana; Arlin Ferlina Mochmad Trenggana; Ratih Hurriyati; Mokh Adib Sultan; Hilda Monoarfa
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.v7i6.6525

Abstract

Growing pressure to adopt sustainable business practices has not been accompanied by comparable progress among Micro and Small Enterprises (MSMEs), despite high levels of digital adoption. This gap highlights the need to understand how customer-oriented relational strategies can be translated into concrete sustainability marketing practices. This study examines the effect of Customer Relationship Orientation (CRO) on Sustainability Marketing across the Product Lifecycle (SMLC), with Co-Creation Value (CCV) serving as a mediating mechanism.A quantitative causal survey was conducted involving 168 Food and Beverage MSMEs in West Java, selected through purposive sampling based on active digital marketing usage and business maturity. Data were collected between July 2024 and April 2025 and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).The findings reveal that CRO significantly enhances Co-Creation Value, which in turn strengthens sustainability marketing practices across the product lifecycle. However, CRO does not directly influence sustainability marketing outcomes, confirming the presence of full mediation. These results demonstrate that relational orientation alone is insufficient to generate sustainability impact unless activated through collaborative value-creation processes. Co-Creation Value functions as a strategic mechanism that enables resource-constrained MSMEs to convert relational strength into practical sustainability initiatives, including environmentally responsible packaging and improved waste management. This study clarifies the relational mechanism through which customer orientation supports life-cycle-based sustainability marketing in resource-constrained MSMEs.
The Transformation Of Entrepreneurial Opportuniy Recognition Through Artificial Intelligence: A Systematic Review Rena Yuliana; Suryana; Suwatno; Mokh Adib Sultan
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol. 10 No. 01 (2026): JHSS (Journal of Humanities and Social Studies) (SI)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v10i01.405

Abstract

The development of artificial intelligence (AI) has brought fundamental changes to the entrepreneurial process, particularly in the stage of entrepreneurial opportunity recognition. Although the literature on AI and entrepreneurship continues to grow, an integrated understanding of how AI transforms the opportunity recognition process remains fragmented. Therefore, this study aims to systematically examine the role of AI in transforming entrepreneurial opportunity recognition through a Systematic Literature Review (SLR) approach. This research follows the PRISMA guidelines by analyzing 40 reputable journal articles published between 2015 and 2025 and sourced from the Scopus, Web of Science, and Google Scholar databases. The analysis employs a thematic synthesis approach to identify key patterns, mechanisms, and implications of AI integration in opportunity recognition. The synthesis results reveal four main themes: (1) AI as an enabler in detecting patterns and latent opportunities, (2) the transformation of entrepreneurial cognition toward a human–machine hybrid model, (3) enhanced opportunity validation and reduced uncertainty through predictive analytics, and (4) ethical challenges and risks of algorithmic dependence. This study contributes theoretically by expanding the understanding of opportunity recognition in the context of digital entrepreneurship and practically by providing implications for entrepreneurs and policymakers in managing the strategic and responsible use of AI.
Co-Authors Arlin Ferlina Mochamad Trenggana Arlin Ferlina Mochmad Trenggana Hilda Monoarfa Ratih Hurriyati Rena Yuliana Suryana Suwatno