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All Journal JURNAL PENGABDIAN KEPADA MASYARAKAT Al Tijarah AFEBI Management and Business Review JURNAL PENDIDIKAN TAMBUSAI Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Jurnal Ekonomi dan Bisnis Terapan Airlangga Journal of Innovation Management International Journal of Management and Business Economics Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Riwayat: Educational Journal of History and Humanities Jurnal Intelek Dan Cendikiawan Nusantara Jurnal Intelek Insan Cendikia Journal of Digital Business Innovation
Kurnia Khafidhatur Rafiah
Universitas Padjajaran
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Beyond the Transaction: AI's Role in Shaping Customer Engagement and Loyalty Kurnia Khafidhatur Rafiah; Cattleya Rejito; Zidny Ilma Hasan
International Journal of Management and Business Economics Vol. 3 No. 3 (2025): Juni
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v3i3.1005

Abstract

This qualitative study explains how Artificial Intelligence technology, specifically chatbots and recommendation systems, impact customer engagement and loyalty on online shopping sites in Indonesia, particularly Shopee. Based on in-depth interviews with 25 users, this study examines customer experiences, attitudes, and behaviors. Chatbots have been shown to provide valuable functional engagement by providing quick and efficient answers to simple questions, such as order status and product details. However, their inability to handle complex issues and lack of human interaction mean that users still prefer to interact with humans for more complex issues. On the other hand, AI-powered recommendation systems are highly effective at triggering behavioral and affective engagement. Such one-to-one product recommendations not only impact purchasing decisions and product discovery but also provide the customer with a feeling of being "understood" by the platform, positively affecting customer loyalty. Altogether, the integration of the two technologies enables Customer Relationship Management (CRM) initiatives through its effectiveness and personalization, resulting in greater customer loyalty levels.
Endorsement: Its Role In Buying Interest In Cosmetics Kurnia Khafidhatur Rafiah; Za’imah Humairah; Andreas Recki Prasetyo
International Journal of Management and Business Economics Vol. 2 No. 2 (2024): February
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v2i1.505

Abstract

The rapid development of technology has led to lifestyle changes, demanding humans to balance and adapt quickly. Likewise, for business practitioners, there are many modern marketing techniques emerging and proving effective in attracting consumer interest, tempting business practitioners to utilize them. Such as leveraging the opinions of others using social media to create consumer purchase interest. This research investigates the role of Instagram endorsements in stimulating consumer purchase interest in Somethinc cosmetic products. Attitude scale statements were provided to 105 respondents, who are Instagram users currently, previously, or planning to use Somethinc cosmetics, predominantly women aged 21-25 years old, to determine the extent to which Instagram endorsements play a role in arousing their purchase interest. The analysis method used is simple linear regression. The research results indicate a positive and significant role of Instagram endorsements in stimulating consumer purchase interest. Respondents revealed that the Endorsers' ability to convey product information is the most dominant factor that makes them want to know and seek further information about the products in question, followed by the relevance of the information conveyed, and the credibility of the Endorsers.
Celebrity Endorsers and Brand Image: Investigating the Drivers of Consumer Purchase Decision Rafiah, Kurnia Khafidhatur; Rahmawita , Oktavia
Innovative: Journal Of Social Science Research Vol. 5 No. 1 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i1.17712

Abstract

Akhir-akhir ini persaingan antar perusahaan kosmetik sangat tinggi. Ada banyak perusahaan dan merek kosmetik yang hadir dan baru dibangun karena tingginya permintaan akan kebutuhan kosmetik. Banyaknya merek kosmetik menyebabkan konsumen dihadapkan pada berbagai pilihan sebelum mengambil keputusan pembelian. Hal tersebut akan membuat perusahaan menggunakan beberapa strategi pemasaran untuk bersaing, seperti menggunakan celebrity endorser dan meningkatkan brand image. Penelitian ini di lakukan untuk mengetahui pengaruh celebrity endorser serta brand image terhadap keputusan pembelian, khususnya pada pembelian kosmetik Wardah di Kota Bandung. Responden penelitian ini sebanyak 102 orang merupakan konsumen yang menggunakan kosmetik Wardah. Adapun metode penelitian yang digunakan adalah kuantitatif yang dilakukan dengan metode survei melalui kuesioner online. Data yang didapatkan kemudian diolah software SPSS 24.0. dengan metode analisis regresi linear berganda. Hasil pengolahan data menunjukkan bahwa celebrity endorser mempengaruhi keputusan pembelian kosmetik Wardah di Bandung, terutama jika celebrity endorser memiliki daya tarik fisik yang baik. Selanjutnya responden menyatakan bahwa citra merek memiliki pengaruh yang besar ketika responden ingin melakukan keputusan pembelian pada kosmetik Wardah. Hasil penelitian juga menunjukkan bahwa celebrity endorser dan brand image berpengaruh signifikan terhadap keputusan pembelian pada kosmetik Wardah khususnya di Kota Bandung.
E-Service Quality and Its Impact on User Satisfaction and Loyalty in Online Education Rafiah, Kurnia Khafidhatur; Revinzky, Muhammad Aqshel
Riwayat: Educational Journal of History and Humanities Vol 8, No 1 (2025): Januari, Special Issue on "Educational design research for human beings learning
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jr.v8i1.44230

Abstract

The rapid expansion of digital education platforms has changed how students access learning materials, making the quality of e-services, user satisfaction, and loyalty essential for maintaining user engagement. This study examines these connections within the framework of the XYZ online learning platform, which aims to support academic achievement for high school and pre-university students. Data were gathered from 219 participants through a structured survey, and the relationships among the variables were analyzed using structural equation modeling (SEM). The results show that the quality of e-services has a significant impact on user satisfaction ( = 0.749, t = 12.372, p 0.05), with efficiency being the most influential factor. However, the direct link between e-service quality and e-loyalty was not significant ( = 0.101, t = 1.289, p 0.05), indicating that user satisfaction fully mediates this connection ( = 0.530, t = 9.021, p 0.05). These findings highlight the crucial role of user satisfaction in promoting loyalty behaviors, such as repeat usage, a willingness to pay more, and positive referrals. Although satisfaction ratings were high, issues related to reliability, privacy, and merchandising were noted, suggesting areas for strategic enhancement. Recommendations for improvement include bolstering system reliability, implementing flexible pricing strategies, encouraging emotional engagement, and utilizing user feedback for ongoing service optimization. This research adds to the growing knowledge base on digital education by emphasizing practical strategies for enhancing user retention and engagement.
ANALISIS WEB ANALYTICSMETRICS UNTUK MENGOPTIMALKAN REQUEST FREE TRIAL WEBSITE NETMONK.ID Pratama, Andhika Yoga; Rafiah, Kurnia Khafidhatur
Journal of Digital Business Innovation Vol. 1 No. 1 (2023): NOVEMBER
Publisher : LPPM Universitas dr. Soebandi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36858/digbi.v1i1.7

Abstract

This research is conducted to analyze the effect ofuser, bounce rate, exit rate, average session duration, and average session per user, which are some variables from web analytics from the Netmonk website, which is an all-in-one monitoring tool service provider in Indonesia that uses a free trial strategy to bring in potential paid users. This study uses secondary data from the Google Analytics tool, which is time series data for 90 weeks,with quantitative methods with the application of SPSS 25. The analysis shows that the user countand average session per user have a significant positive effect on the number of free trial requests on the website
Evaluasi Kinerja Green Manufacturing Pada Toyota Indonesia: Dampak Terhadap Pengurangan Emisi Karbon Dan Efisiensi Operasional Desty Hapsari Kirana; Irsyad Kamal; Kurnia Khafidhatur Rafiah; M. Aqshel Revinzky
Jurnal Intelek Insan Cendikia Vol. 2 No. 1 (2025): JANUARI 2025
Publisher : PT. Intelek Cendikiawan Nusantara

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

Abstract

Penelitian ini mengevaluasi implementasi green manufacturing oleh Toyota Motor Manufacturing Indonesia (TMMIN) dalam mendukung keberlanjutan lingkungan dan efisiensi operasional. Studi ini menggunakan pendekatan deskriptif kualitatif dengan menganalisis data dari dua laporan utama, yaitu Toyota Sustainability Data Book 2024 dan Laporan Keberlanjutan TMMIN 2023. Fokus penelitian mencakup pengurangan emisi karbon, peningkatan penggunaan energi terbarukan, pengelolaan limbah, dan inovasi kendaraan elektrifikasi. Hasil analisis menunjukkan bahwa TMMIN berhasil menurunkan total emisi karbon sebesar 36,9% pada tahun 2022 dibandingkan tahun dasar 2016, dengan intensitas emisi per unit produksi turun menjadi 1,1 ton/unit. Penggunaan energi terbarukan meningkat secara signifikan, mencapai 40% dari total konsumsi energi, didukung oleh instalasi panel surya di fasilitas produksi. Dalam hal pengelolaan limbah, 90% limbah berhasil didaur ulang, dan intensitas pemakaian air berkurang hingga 9,5%. Selain itu, inovasi kendaraan elektrifikasi seperti Kijang Innova Zenix Hybrid dan Yaris Cross mendukung pengurangan emisi sektor transportasi dan mencatat angka ekspor yang signifikan. Temuan ini menunjukkan bahwa strategi green manufacturing Toyota tidak hanya memberikan dampak positif terhadap pelestarian lingkungan tetapi juga meningkatkan daya saing perusahaan secara global. Dengan mengintegrasikan keberlanjutan ke dalam praktik bisnis, Toyota menjadi pelopor dalam transisi energi bersih di industri otomotif.
Unveiling the Impact of Online Events on Brand Image: A Quantitative Approach Kurnia khafidhatur rafiah; Muhammad Rifki Aliyasin
Jurnal Intelek Dan Cendikiawan Nusantara Vol. 1 No. 4 (2024): AGUSTUS - SEPTEMBER 2024
Publisher : PT. Intelek Cendikiawan Nusantara

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

Abstract

In the past two years, the world of marketing communication has undergone significant changes due to the global Covid-19 pandemic. One strategy that has been widely used is online or virtual events, which have become an effective way to conduct marketing during the pandemic. These virtual events aim to promote companies or brands by hosting online events that engage consumers. PT ABC, a startup in the edutech sector, has utilized online events as a marketing medium with the goal of enhancing their brand image, making it more recognized as a brand with a good reputation among the public, particularly among students. This study aims to determine the impact of online events on ABC’s brand image, as well as the effects of organizing such events. The method used is a quantitative approach, collecting data through questionnaires distributed to 99 respondents who participated in ABC’s online events, consisting of high school students, university students, and fresh graduates. The results of the study indicate that online events have a significant impact on ABC's brand image. Additionally, there is a moderate relationship between online events and brand image, with an influence of 32%. Online events have also positively impacted the increase in ABC's website traffic.
Digital Innovation for Quality Assurance in Higher Education: A Bibliometric Insight Over a Decade Desty Hapsari Kirana; Kurnia Khafidhatur Rafiah
International Journal of Management and Business Economics Vol. 4 No. 2 (2026): February
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v4i2.1372

Abstract

This study aims to map the development of research on digital innovation in higher education quality assurance during 2015–2025 through a bibliometric analysis of 556 Scopus-indexed articles. The results show a significant increase in publications, especially since the COVID-19 pandemic, with a shift in focus from basic digitalization to the integration of intelligent technologies such as artificial intelligence and digital assessment in quality assurance systems. Keyword visualization reveals six main thematic clusters: higher education, COVID-19, e-learning, digitalization, digital transformation, and artificial intelligence. Citation analysis shows that the most influential literature highlights institutional digital transformation, technological readiness, online learning quality, and data-driven QA frameworks. These findings provide a comprehensive overview of the conceptual evolution and strategic challenges in strengthening digital-based quality assurance systems in higher education.
Self-Efficacy, Social Support, Educational Environment, and Mental Health among University Students in Digital Era Rafiah, Kurnia Khafidhatur; Hasan, Zidny Ilma; Rejito, Cattleya
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6177

Abstract

This study aims to analyze the influence of self-efficacy, social support, and educational environment on students' mental health within the framework of Social Cognitive Theory. The study used a cross-sectional quantitative survey design with convenience sampling technique on 107 undergraduate students at several universities in West Java. Data were collected through a 1–5 Likert scale questionnaire and analyzed using PLS-SEM. The results showed that the model had moderate explanatory power, with an R² value of 0.423 for mental health, meaning the three predictors together explained 42.3% of the variance in students' mental health. Specifically, social support had the largest positive effect on mental health (β = 0.372), followed by the educational environment (β = 0.214) and self-efficacy (β = 0.180). All three paths were statistically significant (p < 0.05), indicating that the higher the social support, perception of a supportive educational environment, and self-efficacy, the better the students' mental health. These findings confirm that interventions to improve student mental health need to prioritize strengthening social support, followed by improvements in the quality of the learning environment, and programs to increase self-efficacy. This study recommends that universities develop integrated programs that strengthen peer communities, enhance the role of lecturers as sources of support, and create an inclusive and mentally health-friendly learning environtment.
The The Effects of AI-Generated Content on Consumer Perceptions: A Structured Review and Conceptual Model Nizar, Muhammad Aqshel Revinzky; Hasan, Zidny Ilma; Rafiah, Kurnia Khafidhatur
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.6189

Abstract

Generative Artificial Intelligence (GenAI) has fundamentally transformed marketing by enabling firms to produce persuasive and scalable marketing content at unprecedented speeds. Despite its operational advantages, consumer reactions to AI-generated content (AIGC) remain deeply ambivalent. This article provides a comprehensive synthesis of peer-reviewed evidence regarding consumer responses to AIGC and develops an integrative conceptual model to explain the psychological shifts in consumer perceptions. Using a structured search and thematic synthesis, we identify three recurring psychological mechanisms that drive these responses: (1) persuasion-knowledge activation, where AI disclosures trigger inferences of manipulative intent and strategic cost-cutting; (2) competence-fit and algorithm beliefs, which encompass the dynamics of algorithm aversion versus appreciation based on the perceived capability of the AI for specific tasks; and (3) socio-emotional inferences, specifically regarding authenticity, moral disgust, and unease. These emotional reactions are found to be especially salient when AI is positioned as the primary author of affect-laden or empathic messages. Furthermore, we consolidate critical boundary conditions at the consumer level (AI literacy, privacy concerns), the message level (appeal type, modality), and the governance level (disclosure framing, human-oversight cues). The proposed framework offers a series of testable propositions and provides actionable guidance for marketing practitioners on how to strategically deploy GenAI. Ultimately, this research emphasizes the importance of maintaining human-centric oversight to protect consumer trust and preserve long-term brand equity in an increasingly automated digital landscape.
Co-Authors A. Malik Fajar Agung Anggara Rudini Amaliya Shofiana Andreas Recki Prasetyo Arviansyah, Muhammad Rifqi Cattleya Rejito Desty Hapsari Kirana Desty Hapsari Kirana Hasan, Zidny Ilma Irsyad Kamal Lestari, Kinanti Putri Kusumah M. Aqshel Revinzky Mery Citra Sondari Muhammad Aqshel Revinzky Muhammad Rifki Aliyasin Nabila Al Insani Nizar, Muhammad Aqshel Revinzky Pratama, Andhika Yoga Rahmawita , Oktavia Rora Puspita Sari Sulwani Husna Afrizal Sunu Widianto Za’imah Humairah Zidny Ilma Hasan