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All Journal Klasikal: Journal of Education, Language Teaching and Science Economic Education Analysis Journal
Purba, Selvita Eka Eviana
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Other

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STUDENTS’ PERCEPTIONS OF CHATGPT AS A TOOL FOR INDEPENDENT LEARNING SUPPORT Abineno, Mises B.C.; Lulan, Yuninda Anaci; Satriano, Paulinus Alexander; Purba, Selvita Eka Eviana
KLASIKAL : JOURNAL OF EDUCATION, LANGUAGE TEACHING AND SCIENCE Vol 7 No 2 (2025): Klasikal: Journal of Education, Language Teaching and Science
Publisher : Fakultas Keguruan dan Ilmu Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52208/klasikal.v7i2.1355

Abstract

The advancement of artificial intelligence (AI) technology has driven the use of digital tools such as ChatGPT to support students' independent learning. This study aims to explore students perceptions of using ChatGPT as a learning aid in a Macroeconomics course. The sample was selected using purposive sampling, involving one class of 30 students with prior experience using ChatGPT in their learning process. The research instruments included a closed-ended Likert-scale questionnaire and open-ended questions to capture the cognitive, affective, and conative dimensions of students perceptions. The findings indicate that the majority of students have a positive perception of ChatGPT, particularly in terms of learning readiness, time flexibility, and efficiency in understanding theoretical concepts. However, the highest score was given to the statement emphasizing the crucial role of lecturers in correcting potential misconceptions arising from AI use. While ChatGPT is regarded as useful and flexible, concerns also emerged regarding overdependence, answer accuracy, and the potential decline in critical thinking skills.
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.
Co-Authors Abineno, Mises B.C. Langi, Jessylistina Hercyliana Lulan, Yuninda Anaci Ramon Arthur Ferry Tumiwa Sahat Renol HS - -, Sahat Renol HS - Satriano, Paulinus Alexander Sjeddie Watung