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All Journal Economic Education Analysis Journal Dinamika Pendidikan
Purba, Selvita Eka Eviana
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Economics, Econometrics & Finance

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Artificial Intelligence’s Role in Enhancing MSMEs Revenue through Digital Promotion HS, Sahat Renol; Purba, Selvita Eka Eviana; Watung, Sjeddie R; Tumiwa, Ramon Arthur Ferry; Langi, Jessylistina Hercyliana
Economic Education Analysis Journal Vol. 14 No. 3 (2025): Economic Education Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/eeaj.v14i3.33854

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in the global economy but face challenges in effectively leveraging artificial intelligence (AI)-based digital marketing. This study aims to analyze the effects of automation, personalization (PER), and advertising efficiency (EFF) on marketing performance (MP) and their implications for MSME revenue (REV). Data were collected through a cross-sectional survey of 95 MSMEs in North Sumatra that have adopted AI-based digital promotions. The questionnaire consisted of 25 indicators covering five constructs: AUT (5 items), PER (5 items), EFF (5 items), MP (5 items), and REV (5 items). The analysis was conducted using SEM-PLS. The results indicate that AUT (p = 0.000), PER (p = 0.011), and EFF (p = 0.000) significantly influence MP but do not have a direct effect on REV (p > 0.05). In contrast, MP (p = 0.000) serves as a key mediator, channeling the benefits of AI-based strategies into revenue growth. The research model explains 51% of the variance in Marketing Performance and 29.8% of the variance in Revenue. These findings underscore that the impact of AI on MSME revenue is indirect, occurring through enhanced marketing effectiveness, customer engagement, and promotional innovation. The implications suggest that strengthening digital capabilities, visionary leadership, and adequate technological infrastructure are prerequisites for MSMEs to fully exploit AI potential. Therefore, an integrated AI-based marketing strategy can enhance both competitiveness and financial performance of MSMEs in the digital era.
Revolutionizing Economics Learning in High School: Insights from the Flipped Classroom Approach Manongko, Allen A. Ch.; HS, Sahat Renol; Purba, Selvita Eka Eviana
Dinamika Pendidikan Vol. 20 No. 2 (2025)
Publisher : Economics Education Department Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/dp.v20i2.34228

Abstract

The study of Economics, particularly taxation, is often perceived as difficult because it requires an understanding of abstract concepts and technical calculation skills. Conventional teacher-centered instructional models tend to limit students' opportunities to build their own understanding actively. This study aims to examine the effectiveness of the flipped classroom (FC) model in improving student learning outcomes in Taxation. A quasi-experimental design with a non-equivalent control group pretest–posttest was used in this research. The sample consisted of 68 eleventh-grade students at XYZ Public High School in North Sulawesi, divided into an experimental group (FC) and a control group (traditional learning). Data were collected through pre-tests and post-tests and analyzed using ANCOVA, effect size, and N-Gain scores. The ANCOVA results, controlling for pretest scores, showed that the flipped classroom model led to better learning outcomes compared to traditional instruction. The FC model effectively strengthened students' cognitive abilities and practical skills through independent and collaborative learning activities. Practically, teachers need to prepare engaging digital content and contextual assignments so that the flipped classroom can serve as a relevant strategy to enhance the quality of Economics education at the senior high school level.
Co-Authors Allen A. CH. Manongko Langi, Jessylistina Hercyliana Ramon Arthur Ferry Tumiwa Sahat Renol HS - -, Sahat Renol HS - Sjeddie Watung