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All Journal Journal of Artificial Intelligence and Digital Business
Rizka Kurnia Andaru, Rizka Kurnia
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Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Rencana Strategi Sumber Daya Manusia Pada Industri Kerajinan Mutiara Untuk Menghadapi Transformasi Digital Urfina, Yasyifa Dian; Andaru, Rizka Kurnia; Syiam, Nazilatus; Ramayanto , Ramayanto
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1047

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan penggerak utama pembangunan ekonomi daerah di Indonesia. Di Nusa Tenggara Barat (NTB), industri kerajinan mutiara, khususnya di Kota Mataram, merupakan komponen penting dari ekonomi kreatif. Namun, munculnya transformasi digital menghadirkan tantangan yang signifikan bagi UMKM tradisional, khususnya terkait kesiapan sumber daya manusia (SDM). Penelitian ini bertujuan untuk merumuskan rencana pengembangan SDM yang strategis bagi Winta Mutiara, sebuah UMKM kerajinan mutiara, untuk beradaptasi dengan transformasi digital. Pendekatan studi kasus kualitatif digunakan, dengan data dikumpulkan melalui wawancara mendalam. Analisis SWOT digunakan untuk menilai faktor internal dan eksternal yang memengaruhi kinerja bisnis. Hasil penelitian menunjukkan bahwa meskipun Winta Mutiara memiliki SDM yang berpengalaman, terdapat kesenjangan substansial dalam kompetensi pemasaran digital dan struktur organisasi. Rekomendasi strategis yang diperoleh meliputi pelatihan transformasi digital, kolaborasi, dan pendampingan pasca pelatihan. Strategi ini bertujuan untuk menjembatani kesenjangan antara kerajinan tradisional dan tuntutan digital, memastikan keberlanjutan bisnis jangka panjang. Temuan penelitian menunjukkan bahwa pendekatan terstruktur terhadap pengembangan SDM sangat penting dalam meningkatkan kesiapan dan daya saing digital. Studi ini memberikan referensi praktis bagi UMKM sejenis dalam mengadopsi strategi digital agar tetap tangguh dalam lingkungan pasar yang berkembang pesat.
The Marketing and Brand Strategy of Shopee Indonesia in Covid-19 Era Syiam, Nazilatus; Urfina, Yasyifa Dian; Andaru, Rizka Kurnia
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.3306

Abstract

The use of technology has driven business growth mainly due to the impressive array of information that can be presented remotely. E-commerce is one of the advances in information technology, where a system serves buyers online through computer network media. Technology presents e-commerce as an alternative transactional platform that is accepted by the public as Indonesia is the largest region with the fastest-growing e-commerce in Southeast Asia. The number of e-commerce businesses in Indonesia encourages companies to have attractive marketing strategies in order for consumers to visit e-commerce platforms and ultimately influence consumers to make purchasing decisions. In the middle of the situation with the outbreak of the Covid-19 pandemic, people are required to carry out their activities at home and maintain social distancing by recommendations of the Indonesian government. In supporting the government, Shopee declared itself to be a leading fighter on e-commerce for shopping from home with its campaign program called #ShopeeDariRumah (#ShopeeFromHome). The purpose of this paper is to find out the marketing and brand strategy of online purchase decisions at Shopee during the Covid-19 pandemic era. The results of this study prove that the website, search engine marketing, web banners, social media campaigns, and online purchase decisions have a positive and significant impact on Shopee's marketing and brand image.
Co-Authors Nazilatus Syiam Ramayanto , Ramayanto Urfina, Yasyifa Dian