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All Journal JURNAL PESISIR DAN LAUT TROPIS JURNAL ILMIAH PLATAX JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI JURNAL LPPM BIDANG EKOSOSBUDKUM Journal of Asean Studies on Maritime Issues JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Agroekoteknologi Terapan Jurnal Akuntansi Manado (JAIM)
Johan Tumiwa
Universitas Sam Ratulangi Manado
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Social Sciences

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AI Capabilities as Mediators in Marketing Innovation: A Cross-Cultural Study of Technology Features and User Engagement Among Generation Z in Indonesia and Hungary Roring, Ferdy; Nagy, Peter; Tumiwa, Johan Reineer; Nagy, Adrian; Paat, Franda Benedicta
Jurnal Ilmiah PLATAX Vol. 14 No. 1 (2026): ISSUE JANUARY-JUNE 2026
Publisher : Sam Ratulangi University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35800/jip.v14i1.66808

Abstract

This study investigates the mediating role of AI capabilities in the relationship between technology features and user engagement among Generation Z, with a cross-cultural focus on Indonesia and Hungary. The aim is to explore how cultural and technological contexts shape marketing innovation and user behavior. The research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA) to analyze survey data from 743 Generation Z respondents (415 in Indonesia and 328 in Hungary). The study examines direct and mediated relationships between technology features, AI capabilities, and user engagement, and tests cross-cultural differences. The results reveal that AI capabilities significantly mediate the effect of technology features on user engagement, with notable differences between the two countries. Indonesian Gen Z emphasizes the direct and mediated effects of technology features, leveraging immersive and interactive platforms, while Hungarian Gen Z prioritizes ethical and sustainability-driven AI solutions as key drivers of engagement.  The study is limited to Generation Z in two countries, and future research could expand the scope to include other generational cohorts and regions. Longitudinal studies and behavioral data could also enhance the understanding of evolving user engagement dynamics. The findings highlight the importance of integrating AI-driven personalization, interactivity, and predictive analytics into marketing strategies to enhance engagement. Businesses targeting Gen Z should tailor their approaches to specific cultural and technological contexts, leveraging immersive technologies in Indonesia and sustainability-focused AI in Hungary. This research underscores the potential of AI and technology features to shape ethical and sustainable consumption patterns among Generation Z, informing corporate social responsibility and digital marketing practices. The study provides a quantitative hierarchy of relationships between technology features, AI capabilities, and user engagement, validated across culturally diverse contexts. It offers actionable insights for businesses and contributes to the theoretical understanding of cross-cultural technology adoption and marketing innovation. Keywords: Generation Z, AI Capabilities, User Engagement, Technology Features, Cross-Cultural Analysis
Sustainable Supply Chain Strategies to Enhance the Global Competitiveness of Clove Commodities in North Sulawesi Palandeng, Indrie Debbie; Tielung, Maria V. J.; Wangke , Shinta Jeanette C.; Tumewu, Ferdinand J.; Tumiwa, Johan Reineer
Jurnal Ilmiah PLATAX Vol. 14 No. 1 (2026): ISSUE JANUARY-JUNE 2026
Publisher : Sam Ratulangi University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35800/jip.v14i1.67296

Abstract

This study develops an integrated sustainable supply chain strategy to strengthen the global competitiveness of clove commodities in North Sulawesi. The research employs a qualitative descriptive approach, involving farmers, collectors, exporters, and government institutions, to examine supply chain conditions, identify internal and external strategic factors, and formulate actions to improve long-term competitiveness. Using SWOT, IFAS–EFAS, and TOWS analysis, the study reveals that intrinsic product quality, traditional knowledge, and strong social networks form the core strengths of the upstream actors, while major weaknesses include aging trees, inconsistent post-harvest quality, limited logistics infrastructure, and restricted market access. Externally, the clove sector has strong opportunities in premium global markets, digital supply chain transformation, certification potential, and product diversification; yet it faces significant threats, including international competition, price volatility, climate risks, and non-tariff trade barriers. The formulated strategies emphasize modernization of cultivation and post-harvest practices, digital traceability systems, structured replanting programs, cooperative-based distribution models, certification clusters, and the development of value-added derivative products. The study contributes a strategic roadmap that integrates sustainability, digitalization, and institutional collaboration to enhance supply chain efficiency, stabilize farmer welfare, and elevate the global market position of North Sulawesi cloves. Keywords: Clove supply chain; sustainable supply chain; competitiveness; TOWS strategy; IFAS–EFAS; agricultural value chain; digital traceability.
Agricultural Food Supply Chain Resilience and Environmental Health: The Roles of Collaboration, Flexibility, And Agility Wangke, Shinta Jeanette C.; Tumiwa, Johan Reineer; Tuegeh, Octavia Diana Monica; Paat, Franda Benedicta
Jurnal Ilmiah PLATAX Vol. 14 No. 1 (2026): ISSUE JANUARY-JUNE 2026
Publisher : Sam Ratulangi University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35800/jip.v14i1.67297

Abstract

Agricultural food supply chains are increasingly exposed to disruptions caused by climate change, market volatility, logistical bottlenecks, and operational uncertainty, with important implications for food continuity and environmental health. This study examines the roles of supply chain collaboration, supply chain flexibility, and supply chain agility in shaping agrifood supply chain robustness in the laying hen sector of North Sulawesi, Indonesia. A quantitative cross-sectional design was employed, and data were collected from 180 valid respondents involved in the laying hen supply chain between July and October 2025. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) to test both direct and indirect relationships among the latent constructs. The results show that supply chain collaboration and supply chain flexibility have significant positive direct effects on agrifood supply chain robustness. Supply chain agility also has a significant direct effect and emerges as the strongest predictor of robustness. In addition, agility significantly mediates the effects of collaboration and flexibility on robustness, indicating that coordinated relationships and adaptive structures become more effective when translated into rapid operational responses. These findings suggest that resilient agricultural food supply chains depend on the integration of collaboration, flexibility, and agility to maintain supply continuity, reduce disruption impacts, and support safer and more sustainable food systems. The study contributes to the literature on agrifood resilience by linking dynamic supply chain capabilities with broader concerns of environmental health and offers practical implications for agribusiness managers and policymakers in developing regions. Keywords: Agrifood supply chain; Environmental health; Laying hen industry; Supply chain agility; Supply chain resilience
Co-Authors Adiguna, Irena Neysa Adrian Nagy Alfa Pakasi, Alfa Alfian Ryan Henry Tanawal Andries, Jazzy . Anggi To Antonius P Rumengan Arline, Nadya . Ateng, Hana Febrina Balak, Vanesa Anastasia Barri, Hillary Gabriella Billy Wagey Bororing, Tirza Cahyani, Nidia Sri Carolus P Paruntu Carolus Paulus Paruntu Dave Danie Lie, Dave Danie David P.E Saerang David Paul Elia Saerang Desmianti Tangiduk, Desmianti Tangiduk Djibran, Hanifah . Dumais, Lady Priscillia Farlane S. Rumokoy Ferdinand J. Tumewu Ferdy Roring Frederik G. Worang, Frederik G. Hengky J Sinjal Indrie D. Palandeng Janet Devina Koapaha, Janet Devina Johanis, Kelly Kasmadi, Kartika Aprillia Kawet, Frilly Kawet, Octodavid Kerap, Stephenny Karen Rahel Kindangen, Indah Rani Jessica Lakada, Maharani Nadia Landjang, Xenia I. S. Lapian, Joice Lapian, S L.H.V.J Lapian, S.L.H.V. Joice Lapian, S.L.H.V.Joyce Lavenia Soriton, Lavenia Linda Lambey, Linda Liono, Marcelita . Lumempow, Rani Anatasia Lumunon, Dwiranni F. Manampato, Jeane Claudia Mandagi, Pinkan Elisabeth Mangindaan, Frenly . Maria Tielung Melmambessy, Thiopillo . Mentang, Indri Winda Nagy, Adrian Nagy, Adrian Szilárd Nagy, Peter Nainggolan, Mutiara . Ni Wayan Surina, Ni Wayan Nino, Yunaningsih Novi Dwi Lestari Octavia Diana Monica Tuegeh Paat, Franda Benedicta Pamela Christania Rompas, Pamela Christania Pangemanan, Sifried S. Pantouw, Emanuela Jesica Parengkuan Tommy Paulina Van Rate Paulus Kindangen Peggy Adeline Mekel Ponto, Monica . Putri Juwita Pertiwi, Putri Juwita Rivo Christian Kumowal, Rivo Christian Rumangu, Mac J. S.L.H.V Joyce Lapian Shinta Wangke, Shinta Sifrid S. Pangemanan Sri Murni Steven Wijaya Stevie N. Mawey, Stevie N. Suoth, Jonathan G. Suria Darwisito Tamalero, Feiby Ticonuwu, Feradha Tindatu, Chintya Julia Tommy, Parengkuan . Tuegeh, Octavia Diana Monica Tumbuan, W.J.F Alfa Willem J.F.A Tumbuan Wuwungan, Ivana . Zefanya Fernando Baroleh, Zefanya Fernando Zumrotin, Tsania .