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All Journal Advances in Human Resource Management Research
Anthonius S. Hutabarat
Universitas Bina Nusantara, Jakarta, Indonesia
Economics, Econometrics & Finance

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Analysis Capability Dynamics of E-Commerce MSMEs in Adopting Generative AI Technology for Content Strategy Efficiency Creative Anthonius S. Hutabarat; Dewi Tamara; Irawan R D Budianto; Yulianah Yulianah
Advances in Human Resource Management Research Vol. 4 No. 3 (2026): June - September
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/ahrmr.v4i3.981

Abstract

Purpose: This study aims to examine how dynamic capabilities—detecting, utilizing, and transforming—mediate the adoption of Generative Artificial Intelligence (Generative AI) to optimize content marketing strategies among culinary Micro, Small, and Medium Enterprises (MSMEs) in Jatinangor. Research Method: A qualitative descriptive approach with a multiple case study design was employed to explore how culinary MSMEs integrate Generative AI into content marketing while addressing digital and resource constraints. Results and Discussion: The findings show that detecting capability develops organically through a bottom-up process, with creative staff acting as information gatekeepers. This capability is reflected in tactical budgeting for premium AI accounts and independent experimentation. Transforming capability emerges by restructuring conventional workflows into a human–AI hybrid model, in which AI generates ideas and drafts, while creative staff perform cultural and local curation. This integration reduces content production time by 50%–60% without compromising brand authenticity or local identity. Implications: Generative AI serves as a capability enhancer, increasing creative productivity and supporting digital creativity among resource-constrained MSMEs. Originality: This study contributes by explaining Generative AI adoption through a dynamic capabilities perspective and demonstrating how human–AI collaboration enables productive yet culturally authentic content marketing at the micro-business level.
Omnichannel Strategy on Consumer Loyalty: The Mediating Role of Customer Satisfaction in the Beauty and Wellness Industry Irawan R D Budianto; Dewi Listiorini; Anthonius S. Hutabarat; Yulianah Yulianah
Advances in Human Resource Management Research Vol. 4 No. 3 (2026): June - September
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/ahrmr.v4i3.982

Abstract

Purpose: This study examines the effect of omnichannel strategy on consumer loyalty, both directly and indirectly through customer satisfaction as a mediating variable, in the beauty and wellness industry. Research Method: This study employs a quantitative approach using a survey. Data were collected through questionnaires distributed to consumers who had transacted through at least two different shopping channels of the same beauty and wellness brand. The data were analyzed using Structural Equation Modeling with Partial Least Squares (PLS-SEM). Results and Discussion: The findings indicate that omnichannel strategy has a positive and significant effect on both customer satisfaction and consumer loyalty. Customer satisfaction also has a positive and significant effect on consumer loyalty and significantly mediates the relationship between omnichannel strategy and consumer loyalty. These findings suggest that effective integration across shopping channels creates a more seamless customer experience, enhancing satisfaction and, in turn, strengthening consumer loyalty. Implications: The findings suggest that beauty and wellness businesses should prioritize channel integration by improving the synchronization of promotions, product and service information, and customer interactions across online and offline channels. Such integration can enhance customer satisfaction and foster longer-term consumer loyalty. Originality: This study contributes to the omnichannel literature by demonstrating the mediating role of customer satisfaction in the relationship between omnichannel strategy and consumer loyalty in the beauty and wellness industry, providing evidence of how seamless channel integration translates into customer-based outcomes.
Co-Authors Dewi Listiorini Dewi Tamara Irawan R D Budianto Yulianah Yulianah