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All Journal Journal of Economics and Management Scienties Journal of Fundamental Management (JFM)
Surya, Ade Permata
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Social Sciences

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Adoption of Artificial Intelligence (AI) in Small and Medium Enterprise E-Commerce to Improve Marketing Performance Rahmani, Shinta; Surya, Ade Permata; Rifqi, Muhammad; Setiawan, Sigit; Gunawan, Arien Arianti
Journal of Economics and Management Scienties Volume 8 No. 1, December 2025
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i1.255

Abstract

This study investigates the key determinants influencing the adoption of Artificial Intelligence (AI) by Small and Medium Enterprises (SMEs) in the e-commerce sector and examines its impact on marketing performance. The research integrates the Technology–Organization–Environment (TOE) framework and the Technology Acceptance Model (TAM) to explain the relationships among technological readiness, organizational support, environmental pressure, perceived usefulness (PU), perceived ease of use (PEOU), and AI adoption level. A quantitative approach employing Partial Least Squares–Structural Equation Modeling (PLS-SEM) was conducted on 155 e-commerce SMEs operating in Jakarta, Indonesia. Empirical results reveal that technology, organization, and environment significantly affect perceived usefulness, which in turn strongly drives AI adoption. Perceived usefulness is identified as the most powerful determinant of adoption, whereas perceived ease of use exerts an indirect influence via usefulness perception. Furthermore, AI adoption has a positive and significant effect on marketing performance, particularly in enhancing digital campaign effectiveness, product innovation, and customer loyalty. The findings emphasize that internal readiness and external competitive pressures jointly foster AI-driven digital transformation within SMEs. The study provides both theoretical validation of the TOE–TAM integration and practical guidance for policymakers and business owners to design effective, ethical, and sustainable AI adoption strategies.
Pengaruh Kepemimpinan Transformasional, Kompensasi, dan Motivasi terhadap Kepuasan Kerja dan Kinerja Karyawan pada PT. Pariwara Kreasi Radika Indonesia Octa, Mochammad Bayhaqi; Surya, Ade Permata
Journal of Fundamental Management (JFM) Vol 5, No 3 (2025): NOVEMBER 2025
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jfm.v5i3.23805

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Kepemimpinan Transformasional, Kompensasi, dan Motivasi terhadap Kepuasan Kerja dan Kinerja Karyawan pada PT. Pariwara Kreasi Radika Indonesia Cilandak Jakarta Selatan. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square dengan aplikasi SmartPLS 3. Populasi yang terdapat dalam penelitian adalah 107 karyawan. Teknik sampling yang digunakan adalah sampel jenuh, sehingga jumlah sampel adalah sebanyak 107 orang. Penelitian ini membuktikan bahwa Kepemimpinan transformasional berpengaruh positif signifikan terhadap kepuasan kerja. Kompensasi berpengaruh positif signifikan terhadap kepuasan kerja. Motivasi kerja berpengaruh positif signifikan terhadap kepuasan kerja. Selanjutnya Kepemimpinan transformasional tidak berpengaruh signifikan terhadap kinerja. Kompensasi berpengaruh positif signifikan terhadap kinerja. Motivasi berpengaruh positif signifikan terhadap kinerja. Serta Kepuasan kerja berpengaruh positif signifikan terhadap kinerja.
Co-Authors Arien Arianti Gunawan Muhammad Rifqi Octa, Mochammad Bayhaqi Shinta Rahmani Sigit Setiawan