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Algoritma Digital dan Artificial Intelligence (AI) dalam Era Society 5.0: Antara Peningkatan Kecerdasan Manusia dan Kontrol Sosial Digital Deky Widiatmoko; Muhammad Fachmi; Nadia Asandimitra Haryono
Jurnal Mirai Management Vol 12, No 1
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v12i1.12164

Abstract

Algoritma digital dan Artificial Intelligence (AI) perkembangannya membawa perubahan mendasar terhadap kehidupan masyarakat modern dalam era Society 5.0. Keberadaan teknologi AI saat ini terintegrasi dalam berbagai sektor seperti pendidikan, bisnis, media sosial, layanan publik, industri, hingga sistem smartcity. Fenomena ini menimbulkan pertanyaan penting: Apakah algoritma dan AI mampu meningkatkan kecerdasan masyarakat melalui akses informasi yang lebih luas, atau justru membuat masyarakat semakin mudah dikendalikan melalui sistem digital berbasis data. Penelitian ini menggunakan pendekatan kualitatif dengan kajian literatur sistematis dengan membahas AI sebagai alat bantu peningkatan kemampuan manusia sekaligus sebagai teknologi disruptif yang berpotensi mempengaruhi perilaku sosial. Data dikumpulkan dari laporan pemerintah, dokumen kebijakan internasional dan artikel ilmiah terindeks yang diterbitkan dalam lima tahun terakhir. Hasil pembahasan menunjukkan bahwa AI memiliki dampak ganda: di satu sisi meningkatkan produktivitas, efisiensi, inovasi dan akses pengetahuan; di sisi lain menciptakan risiko berupa ketergantungan teknologi, filter bubble, manipulasi perilaku, pengawasan digital, serta ancaman otomatisasi terhadap tenaga kerja manusia. Penelitian ini menyimpulkan bahwa pengembangan AI di masa depan perlu diarahkan pada konsep Human-centered AI agar teknologi tetap mendukung keberlanjutan sosial dan nilai kemanusiaan.
PERAN ENGAGEMENT DALAM MEMEDIASI PENGARUH CONTENT MARKETING DAN PERCEIVED EXPERTISE TERHADAP PURCHASE INTENTION PADA MEDIA SOSIAL PERUSAHAAN BOILER Aulia Azarah Tinasyah Putri; Ika Diyah Candra Arifah; Achmad Fitro; Muhammad Fachmi
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 2 (2026): Edisi Mei - Agustus 2026
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i2.7738

Abstract

Penelitian ini bertujuan untuk menguji pengaruh content marketing dan perceived expertise terhadap purchase intention pada media sosial perusahaan industrial boiler, serta menjelaskan peran mediasi engagement dalam hubungan tersebut. Pendekatan kuantitatif digunakan untuk mengumpulkan data melalui penyebaran kuesioner kepada responden yang dipilih menggunakan teknik purposive sampling, yaitu individu yang bekerja pada perusahaan manufaktur dan pernah melihat konten media sosial perusahaan boiler dalam enam bulan terakhir. Data kemudian dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan SmartPLS 3. Hasil analisis menunjukkan bahwa content marketing dan perceived expertise berpengaruh positif dan signifikan terhadap engagement. Selain itu, engagement terbukti berpengaruh positif dan signifikan terhadap purchase intention. Penelitian ini juga menemukan bahwa engagement mampu memediasi pengaruh content marketing dan perceived expertise terhadap purchase intention. Penelitian ini menawarkan kebaruan dengan menguji peran engagement sebagai variabel mediasi dalam hubungan antara content marketing dan perceived expertise terhadap purchase intention pada konteks pemasaran digital perusahaan industrial boiler (B2B) yang masih relatif terbatas dalam literatur pemasaran digital. Temuan penelitian ini memberikan implikasi praktis bagi PT Taruna Eka Setia dalam mengoptimalkan strategi content marketing di media sosial, memperkuat perceived expertise, serta meningkatkan engagement audiens guna mendorong purchase intention terhadap produk dan layanan perusahaan.
Penguatan Kapasitas UMKM Ngoro Apik Mojokerto melalui Iklan Digital dan Optimasi Penjualan Online Menuju Transformasi Bisnis Berkelanjutan Muhammad Febrilian Dwi Syahputra Febri; Dhiyan Septa Wihara; Muhammad Fachmi; Renny Sari Dewi; Hafid Kholidi Hadi; Nadia Asandimitra Haryono
Abimanyu : Jornal of Community Engagement Vol 7 No 2 (2026): August 2026 (In Press)
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Marketing capacity and product competitiveness remain major challenges for Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, as most business actors still rely on conventional promotion and have not optimized digital advertising and online sales channels. This Community Service Program was conducted for MSMEs affiliated with the Ngoro Apik community in Ngoro Sub-district, Mojokerto Regency, East Java, Indonesia, with the objective of strengthening MSME marketing capacity through digital advertising and online sales optimization. The program employed an educative, participatory, and mentoring approach consisting of needs identification, preparation of training materials, digital marketing training, hands-on assistance in digital advertising and online sales, and monitoring and evaluation. Participants were guided from product branding, business account and marketplace setup, content planning, to running paid digital ad campaigns (Meta Ads, TikTok Ads, Google Ads) and basic performance evaluation. The results indicate that participants were able to build active business accounts, produce scheduled promotional content, and run measurable digital ad campaigns, while gaining a better understanding of data-based marketing decision-making. The implementation of digital advertising and online sales optimization also improved product visibility, expanded market reach, and strengthened brand image. These findings demonstrate that digital advertising and online sales optimization can serve as a practical, low-cost solution to support the sustainable digital transformation of MSME marketing.
Pengaruh Digital Reskilling, Digital Upskilling, dan AI Readiness terhadap Workforce Readiness Generasi Z: Peran Moderasi AI Anxiety Muhammad Rafail Nur; Dhiyan Septa Wihara; Muhammad Fachmi
Journal of Business and Economics Research (JBE) Vol 7 No 3 (2026): October 2026
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v7i3.11065

Abstract

The AI-driven digital transformation demands Generation Z to possess workforce readiness that relies not only on technical competencies but also on psychological readiness in facing new technologies. This study aims to analyze the effect of Digital Reskilling, Digital Upskilling, and AI Readiness on Workforce Readiness, as well as to examine the role of AI Anxiety as a moderating variable that strengthens or weakens the effect of AI Readiness on Workforce Readiness. This study employs an explanatory quantitative approach. Data were collected from 132 Generation Z respondents in Indonesia through questionnaires using a 5-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results show that Digital Reskilling (β = 0.345; p = 0.000), Digital Upskilling (β = 0.357; p = 0.000), and AI Readiness (β = 0.448; p = 0.000) each have a positive and significant effect on Workforce Readiness, with the model explaining 61.0% of the variance in Workforce Readiness (R² = 0.610). AI Anxiety significantly moderates the effect of AI Readiness on Workforce Readiness (β = 0.366; p = 0.000); interestingly, the direction of moderation strengthens, rather than weakens, the effect of AI Readiness on Workforce Readiness. These findings contribute theoretically to the integration of Human Capital Theory and Transactional Theory of Stress and Coping, as well as provide practical implications for universities, training institutions, and companies in designing reskilling and upskilling programs that consider the psychological aspects of Generation Z toward AI. This study contributes theoretically by disentangling digital reskilling and digital upskilling as two distinct constructs and by positioning AI anxiety as a moderating variable, rather than merely a predictor or mediator, in explaining Generation Z's workforce readiness in the AI era.
Pengaruh E-Service Quality dan Perceived Ease of Use terhadap Repurchase Intention dengan Mediasi Trust Rafidah Latifah Hana; Muhammad Fachmi
Journal of Business and Economics Research (JBE) Vol 7 No 3 (2026): October 2026
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v7i3.11110

Abstract

Competition within the Online Travel Agency (OTA) industry encourages digital platforms to retain users while increasing their intention to repurchase. In this context, this study examines the relationships of e-service quality and perceived ease of use with repurchase intention among Traveloka users. Trust is positioned as a mediating variable in these relationships. A total of 200 respondents who met the research criteria were selected through purposive sampling, with data collected using questionnaires. The relationships among the variables were analyzed using the SEM-PLS approach with SmartPLS 4. The analysis revealed positive and significant relationships between e-service quality and repurchase intention (β = 0.394; p < 0.05) as well as trust (β = 0.122; p < 0.05). A similar relationship was also found between perceived ease of use and repurchase intention (β = 0.739; p < 0.05) and trust (β = 0.171; p < 0.05). For the indirect paths, trust significantly mediated the relationship between e-service quality and repurchase intention (β = 0.347; p < 0.05). The same mediating role was observed in the relationship between perceived ease of use and repurchase intention (β = 0.080; p < 0.05). These findings highlight the importance of trust in shaping users’ repurchase intention on OTA platforms. The novelty of this study lies in examining the mediating role of trust in the context of OTA use in Indonesia. The findings provide implications for OTA managers to pay attention to service quality, ease of use, and user trust.
Peran Citra Merek Bersukaria Tour sebagai Mediasi: Kualitas dan Daya Tarik Konten Dampaknya terhadap Niat Mengikuti Tour Sovi Istiqomatur Rizkiyah; Muhammad Fachmi
Jurnal Mirai Management Vol 11, No 2 (2026)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v11i2.12632

Abstract

Riset ini dilakukan guna mengetahui dampak kualitas serta daya tarik konten terhadap niat mengikuti tour Bersukaria Tour Surabaya, dimana citra merek berperan sebagai variabel mediasi. Pendekatan kuantitatif diterapkan dalam riset ini dengan menyebarluaskan kuesioner pada 140 responden yang secara aktif menggunakan Instagram, pernah melihat konten Bersukaria Tour Surabaya, memiliki minat wisata, serta menetap di Jawa Timur. Sampel diambil menggunakan teknik purposive sampling, serta analisis data menggunakan SEM-PLS dengan bantuan software SmartPLS 4. Hasil temuan menemukan bahwa kualitas konten dan daya tarik konten berdampak signifikan dan positif terhadap citra merek, sedangkan citra merek berdampak signifikan dan positif terhadap niat mengikuti tour. Kualitas konten tidak berdampak signifikan terhadap niat mengikuti tour secara langsung, namun berdampak signifikan melalui citra merek. Sementara itu, daya tarik konten berdampak signifikan dan positif terhadap niat mengikuti tour secara langsung ataupun melalui citra merek. Hasil ini membuktikan jika membangun citra merek yang baik dapat dilakukan dengan menampilkan konten yang berkualitas dan atraktif sehingga meningkatkan niat calon wisatawan untuk mengikuti tour yang dipromosikan melalui Instagram. Kata Kunci: Kualitas Konten, Daya Tarik Konten, Citra Merek, Niat Mengikuti Tour. Abstract This study was conducted to determine the impact of content quality and appeal on the intention to join a tour with Bersukaria Tour Surabaya, with brand image serving as a mediating variable. A quantitative approach was used by distributing a questionnaire to 140 respondents who actively use Instagram, have viewed Bersukaria Tour Surabaya’s content, have an interest in travel, and reside in East Java. Sampling was conducted using purposive sampling, and the data were analyzed using SEM-PLS with the assistance of SmartPLS 4 software. The findings revealed that content quality and content appeal have a positive and significant effect on brand image, while brand image has a positive and significant effect on the intention to join a tour. Content quality does not have a significant direct impact on the intention to join the tour, but it does have a significant impact through brand image. Meanwhile, content appeal has a positive and significant effect on the intention to join the tour, both directly and through brand image. These findings demonstrate that building a strong brand image can be achieved by presenting high-quality and attractive content, thereby increasing prospective tourists’ intention to join the tour promoted via Instagram. Keywords: Content Quality, Content Appeal, Brand Image, Intention to Join the Tour.
The Role of Brand Trust in Mediating the Influence of User-Generated Content on Purchase Intention of Skintific Skincare Products Olyvia Trista Surya Hendra Swari; Muhammad Fachmi; Ika Diyah Candra Arifah; Muhammad Fajar Wahyudi Rahman
JMM17 : Jurnal Ilmu ekonomi dan manajemen Vol. 13 No. 2 (2026): September
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/jmm17.v13i2.133962

Abstract

The development of social media, especially TikTok, has changed consumer patterns in seeking information and forming purchasing decisions for skincare products, including Skintific products which are widely discussed through User-Generated Content (UGC). This study aims to analyze the influence of User-Generated Content on Purchase Intention, as well as to examine the mediating role of Brand Trust in the relationship between User-Generated Content and Purchase Intention among consumers of Skintific skincare products on TikTok. This study uses a quantitative approach with a survey method through an online questionnaire distributed to TikTok users who are familiar with Skintific products and have seen Skintific content or reviews on the platform. The sampling technique used was purposive sampling, with data collected from 206 respondents who met the criteria. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with the help of SmartPLS 3 software. The results show that User-Generated Content does not have a significant direct effect on Purchase Intention, but has a positive and significant effect on Brand Trust. Furthermore, Brand Trust has been shown to have a positive and significant effect on Purchase Intention, and fully mediates the relationship between User-Generated Content and Purchase Intention. These findings suggest that the influence of UGC on consumer purchase intention does not occur directly, but rather through the prior formation of brand trust. Therefore, skincare marketing strategies on social media need to focus on strengthening brand trust through authentic and credible content.
Strategic Model for Enhancing Digital Competitiveness of Regional Water Testing Laboratories: An Integrated SWOT-AHP-QSPM Approach Desinta Riski Azhari; Ratih Amelia; Hujjatullah Fazlurrahman; Dana Azizah Rahmat; Muhammad Fachmi
Jurnal Aplikasi Bisnis dan Manajemen Vol. 12 No. 3 (2026): JABM Vol. 12 No. 3, September 2026
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.12.3.795

Abstract

Background: Access to safe drinking water continues to face global and national challenges, requiring reliable laboratory systems to ensure compliance with quality standards. In Indonesia, population growth, stricter regulatory demands, and competition among accredited laboratories highlight the need for strategic strengthening. Beyond technical competence, laboratories must improve service efficiency and digital access. In this context, digital transformation and service innovation have become critical for sustaining competitiveness, particularly for regional laboratories operating alongside private competitors. Purpose: This study aims to identify strategic internal and external factors influencing PT XYZ Laboratory’s performance, formulate development strategies using SWOT analysis, and determine priority strategies to enhance digital competitiveness and market positioning. Design/methodology/approach: A mixed-methods case-study approach was applied over four months, integrating qualitative interviews and observations with quantitative analyses using SWOT, IE Matrix, AHP, and QSPM. Data were obtained from internal experts, customer records, digital-platform analytics, competitor benchmarking, and regulatory reviews. Findings/Result: The IE Matrix positioned PT XYZ Laboratory in the Grow & Build quadrant, supported by strong accreditation, competitive pricing, and competent personnel. However, the analysis identified weaknesses in digital visibility, branding, and service responsiveness. QSPM results indicated that the highest strategic priority is the integration of digital marketing, website development, and a Laboratory Information Management System (LIMS) to enhance competitiveness and customer trust. Conclusion: PT XYZ Laboratory possesses strong internal capabilities but must accelerate digital transformation to remain competitive within an increasingly crowded market. Strengthening branding, online platforms, and technology-based monitoring systems can significantly improve service quality and strategic positioning. Originality/value (State of the art): This study provides a comprehensive strategic-management model specifically tailored for regional testing laboratories by integrating SWOT-AHP-QSPM with digital competitiveness assessment, an approach rarely applied in prior laboratory-sector research. The findings extend theoretical insights on Laboratory 4.0 readiness while offering practical guidance for policy and managerial decision-making.   Keywords: strategic management, laboratory operations, SWOT-AHP-QSPM analysis, digital transformation, water-quality testing
The Effect of Key Opinion Leaders and Visual Storytelling on Consumer Purchase Intention Trough Brand Awareness in Traditional Culinary Products Daivano Farraz; Muhammad Fachmi; Fresha Kharisma; Dhiyan Septa Wihara
Economics and Digital Business Review Vol. 7 No. 2 (2026)
Publisher : Yayasan Vifada Cendikia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v7i2.3943

Abstract

Growing competition within the traditional culinary industry is pushing business owners to sharpen their digital marketing efforts as a way of building Brand Awareness and driving consumer Purchase Intentions. This research examines how Key Opinion Leader and Visual Storytelling shape consumer Purchase Intentions toward traditional culinary products, treating Brand Awareness as the variable that mediates this relationship. A quantitative design was applied, drawing on purposive sampling to gather 108 respondents through a distributed questionnaire; the resulting data were processed with Structural Equation Modeling Partial Least Squares (SEM-PLS) alongside hypothesis testing. Findings reveal that Key Opinion Leader exerts a positive and significant influence on both Purchase Intentions and Brand Awareness, whereas Visual Storytelling only shows a significant effect on Brand Awareness. Brand Awareness itself significantly affects Purchase Intentions and serves as a mediator linking Key Opinion Leader and Visual Storytelling to Purchase Intentions. These results suggest that strengthening Brand Awareness deserves priority when designing digital marketing strategies for traditional culinary businesses such as Soto Boyolali Mbok Yem.
PERAN E-WOM DAN PROMOTIONAL CONTENT TERHADAP NIAT BERWISATA WALKING TOUR MELALUI MEMORABLE TOURISM EXPERIENCE DI BERSUKARIA TOUR SURABAYA Nisrinaa Marwaa Nabilah; Muhammad Fachmi
Jurnal Riset Entrepreneurship Vol. 9 No. 2 (2026): (Edisi Agustus) Volume 9, Nomor 2, Tahun 2026
Publisher : Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jre.v9i2.12380

Abstract

This study aimed to analyse the impact of electronic word-of-mouth (e-WOM) and promotional content on travel intention through memorable tourism experiences (MTE) at Bersukaria Tour Surabaya. A quantitative approach was employed, involving 126 respondents who met the criteria of being active Instagram users and having viewed promotional content from Bersukaria Tour Surabaya. The sample was selected using purposive sampling. The data were analysed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with the support of SmartPLS 4.0 software. The results demonstrated that e-WOM had a positive and significant effect on both MTE and travel intention. Promotional content was also found to have a positive and significant effect on MTE; however, it did not have a significant direct effect on travel intention. Furthermore, MTE had a positive and significant effect on travel intention but did not mediate the relationship between e-WOM and travel intention. In contrast, MTE successfully mediated the relationship between promotional content and travel intention, indicating that promotional content influenced travel intention indirectly through memorable tourism experiences. These findings implied that the management of Bersukaria Tour Surabaya needed to optimise positive e-WOM and develop promotional content capable of creating memorable tourism experiences to enhance audiences' travel intention.
Co-Authors Abd Ghofar Abdul Mongid Abdul Syukur ACHMAD KAUTSAR Ali Murdhani Ngandoh Amar Sani, Amar Amelia Ratih Andini Amalia Zarvianti Aqeela Istigfarin Yarbo Arifah, Ika Diyah Candra Aulia Azarah Tinasyah Putri Ayu Febrini Putri Barbie Diva Aulia Daivano Farraz Dammar, Tria Haryuni Dana Azizah Rahmat Dana Azizah Rahmat Danang Ary Dewangga Danang Ary Dewangga Deky Widiatmoko Demas Muhammad Rijal Desinta Riski Azhari Desinta Riski Azhari Dhaffa Fadlurrahman Faiz Dhaffa Fadlurrahman Faiz Dhiyan Septa Wihara Dhiyan Septa Wihara Dhiyan Septa Wihara Dhiyan Septa Wihara Dhiyan Septa Wihara Dhiyan Septa Wihara Dimas Satria Ramandha Fazlurrahman Hujjatullah Febi Abdillah Achmad Ferinda, Puspa Fitro, Achmad Fresha Kharisma Fresha Kharisma Gunawan Gunawan Gunawan Gunawan Hadi, Hafid Kholidi Hafid Kholidi Hadi Hisbulloh Edgaritoh Hujjatullah Fazlurrahman Hujjatullah Fazlurrahman Hujjatullah Fazlurrahman Ika Diyah Candra Arifah Ika Diyah Candra Arifah Ika Diyah Candra Arifah Ikrar Putra Setiawan Inriati Kristi Ismail Iqbal Iman Zabidi Irwin Dwinanto Klimko, Roman Lidya Nurhapsari Prasetya Ningsih M Gibran Rifka Pramudia Mardiman Mardiman Mohammad Hendrew Priasmono Muhammad Fajar Wahyudi Rahman Muhammad Febrilian Dwi Syahputra Febri Muhammad Fikri Annafi Muhammad Nurjaya Muhammad Rafail Nur Munir Munir Mustafa Mustafa Mustafa Mustafa Nadia Asandimitra Haryono Nanang Hoesen Hidroes Abrori Narulita, Nabalah Nisa Uzahrok Nisrinaa Marwaa Nabilah Nur Afifa Nur Vadila Putri Nur Vadila Putri Nur Vadila Putri, Nur Vadila Olyvia Trista Surya Hendra Swari Rafidah Latifah Hana Rahmawati Rahmawati Rahmawati, Rahmawati Ratih Amelia Ratih Amelia Ratih Amelia Renny Sari Dewi Riska Dhenabayu Riska Dhenabayu Roni Herison Saharuddin Saharuddin Salsabila Sari Santoso, Amelia Sofie Setiawan, Ikrar Putra Sherissa Callista Huanggino Sinau, Hasriani Siti Amina Situmorang, Sintya Angelina Sovi Istiqomatur Rizkiyah SULTAN, ZULKIFLI Thahirrah, Nadia Nur Tria Haryuni Dammar Trilolorin Sitorus Yoel Rensisko Prasetya Yoga Nugraha Yusrab Ardianto Sabban Zuliani Siti