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All Journal MABIS: Manajemen dan Bisnis Implementasi Manajemen & Kewirausahaan
Ach Maulidi
Department of Accounting, Universitas Surabaya, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Does AI-Driven marketing improve SMEs’ financial outcomes? Evidence from servitization and celebrity endorsement Khamdan Suriyok; Ach Maulidi
Implementasi Manajemen & Kewirausahaan Vol 6 No 2 (2026): IMKA JOURNAL
Publisher : Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Wijaya Putra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38156/imka.v6i2.771

Abstract

Artificial intelligence has become an important tool in marketing. However, many businesses still question how it improves financial results. There is a need to understand whether AI marketing directly increases financial performance or whether it works through other strategic paths. This study aims to examine the relationship between AI marketing and financial performance, with a focus on the roles of servitization and celebrity endorsement. This research uses a quantitative design with purposive sampling and data were collected through a survey distributed to consumers of micro-sized enterprises, particularly operated in food and beverage sectors. The results show that AI marketing does not have a direct effect on financial performance. However, AI marketing has a strong positive effect on servitization, which then improves financial performance. This means servitization plays a mediating role. Celebrity endorsement has a positive effect on financial performance, yet it does not mediate the relationship between AI marketing and financial performance. The main contribution of this study is the explanation that AI marketing improves financial outcomes through service transformation rather than through symbolic promotion. The findings offer useful insights for managers who plan to invest in AI-based marketing strategies.
Green value and servitization effects on purchase intentions toward Indonesian micro food enterprises Yanuar Lazuardi; Ach Maulidi; Abdalmenam Ramadan Ben Galboun
Manajemen dan Bisnis Vol 25, No 1 (2026): March 2026
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v25i1.1025

Abstract

This study is to examine the effect of Green Perceived Value (GPV) on Intention to Buy (ITB) by Green Servitization (GS) as its mediating role. This study is as a response to prior studies grounded on classical economic and rational choice theories suggesting that ITB is a direct consequence of a cost-benefit analysis. Even though we do not hypothesise green-feminine stereotype, we examine it in our additional analysis. Our findings suggest that GPV does not have a direct effect on ITB, but its influence is mediated through GS. This indirect relationship is significant in the overall analysis and for females, indicating that GS plays a crucial role in linking GPV to ITB. For females, GPV positively influences GS, which in turn significantly impacts ITB, confirming a full mediation effect. This suggests that women are more likely to translate GPV into ITB through the development of GS. However, for males, while GPV strongly influences GS, GS does not significantly affect ITB, resulting in an insignificant mediation effect. This indicates that the relationship between GPV and ITB is gender-dependent, with females demonstrating a clearer pathway where GS acts as a bridge, while for males, GS does not play the same mediating role. These results highlight the importance of considering gender differences when analysing the impact of GPV on ITB and suggest that strategies to enhance ITB may need to be tailored differently for males and females.
Co-Authors Abdalmenam Ramadan Ben Galboun Khamdan Suriyok Yanuar Lazuardi