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All Journal Sains Manajemen:Jurnal Manajemen UNSERA JURNAL GOVERNANSI JISIP: Jurnal Ilmu Sosial dan Pendidikan Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Abdimas Sang Buana JISMA: Jurnal Ilmu Sosial, Manajemen, dan Akuntansi Multifinance IJEB JPM Toplama Commercium: Journal of Business and Management
Muhammad Dadi Priadi
Universitas Sangga Buana
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : multifinance

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IMPACT OF SERVICE QUALITY AND DIGITAL MARKETING ON SALES GROWTH OF CREATIVE ENTERPRISES Nurhaeni Sikki; Najmi Ihwani; Dadi Priadi
Multifinance Vol. 3 No. 2 (2025): Multifinance
Publisher : PT. Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/mfc.v3i2.452

Abstract

This study investigates the impact of service quality and digital marketing on sales growth in creative enterprises, with a case study of the Kisah Hari Bandung start-up. The research aims to identify how these factors influence the achievement of sales targets and overall business performance. A quantitative survey method was applied with 99 respondents selected from a population of 4,224 consumers using probability sampling. Data were collected through questionnaires and analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression. The findings reveal that service quality and digital marketing both have a positive and significant effect on sales growth, either individually or simultaneously. Together, these variables contribute 71.8% to sales growth, while the remaining proportion is influenced by other factors not examined in this study. The results highlight the importance of quality service delivery and effective digital marketing strategies for creative business sustainability.
AI AS A PEDAGOGICAL COMPANION IN HIGHER EDUCATION: TRANSFORMING TEACHING AND LEARNING PRACTICES IN THE ERA OF GENERATIVE ARTIFICIAL INTELLIGENCE Ratna Deli Sari; Dadi Priadi; Sonya Meylani
Multifinance Vol. 4 No. 1 (2026): Multifinance
Publisher : PT. Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/mfc.v4i1.574

Abstract

This study aims to analyze how artificial intelligence (AI) functions as a learning companion in transforming learning and teaching practices in a higher education setting. The study employed a qualitative approach using a dual-case study design, conducted in two classes in the Education Study Program at Sangga Buana YPKP University in Bandung. The participants consisted of 50 individuals, including 10 faculty members and 40 students who had direct experience with AI-based learning. Data were collected through semi-structured interviews, non-participant observation of AI-assisted learning activities, and document analysis covering course syllabi, learning materials, assessment guidelines, AI usage policies, and student assignment artifacts. The data were analyzed using reflective thematic analysis, combining deductive and inductive approaches, and were strengthened through source triangulation, participant validation, peer discussion, audit trails, and researcher reflexivity. The results of the study indicate that AI serves as a learning companion that expands access to explanations, provides rapid feedback, supports the exploration of ideas, and facilitates personalized learning. The integration of AI also transforms the role of instructors from knowledge transmitters to facilitators, designers of learning experiences, evaluators of information, and mediators of critical AI use. At the same time, students demonstrate increased opportunities to develop autonomy, self-regulation, and reflection on the learning process. However, the effectiveness of human–AI collaboration is significantly influenced by AI literacy, trust, transparency, information accuracy, academic integrity, data privacy, and human oversight mechanisms. The research concludes that AI is most productive when positioned as a pedagogical partner that enhances human capabilities, rather than as a substitute for instructors or students.
Co-Authors Abdurrahman Rahim Thaha Adi Permana Sidik Adirama, Satria Agnie Imaniar W. Barick Ahmad Setiawan Berliana, Regina Deni Nurdyana Hadimin Desty Rara Pringgandinie Dwi Handayani Fauzan Aziz Guterres, Alexandre de Sousa Hartono, Yull Hayun Setiawan Herlina Herlina Hersusetiyati Hersusetiyati Hersusetiyati, Hersusetiyati Irawati, Dwi Sandra Jufri, Yenni Kirana Lesmi Leni Rohida Martowinangun, Kasino Marwan Effendi Najmi Ihwani Ningrum, Mardani Eka Nugroho Djati Satmoko Nurhaeni Sikki Nurhaeni Sikki Oldisan, Dian Pupi Indriarti Zaelani Pupi Indriati Zaelani Purnomo, Yudiyanto Joko Putra, Dwi Kurniawan Riyadi Putra, Seven Rachman, Reza Saeful Ratna Deli Sari Roni Tabroni Sandra Irawaty Sanusi, Nunung Sofyan, Ade Sonya Meylani Supriatna, Yana Tatang Sudrajat Widyapuri Prasastiningtyas Witri Cahyati Wulandari Wulandari Yadiman Yadiman Yuyun Yuniarsih