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All Journal JURNAL IQRA´ Aptisi Transactions on Management Aptisi Transactions on Technopreneurship (ATT) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences ADI Bisnis Digital Interdisiplin (ABDI Jurnal) Journal of Applied Data Sciences Jurnal Manajemen Retail Indonesia (JMARI) ADI Pengabdian kepada Masyarakat Jurnal (ADIMAS Jurnal) Startupreneur Business Digital (SABDA Journal) West Science Business and Management International Transactions on Education Technology (ITEE) Blockchain Frontier Technology (BFRONT)
Mochamad Heru Riza Chakim
Universitas Raharja
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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Integration of Artificial Intelligence in Digital Marketing Strategies Based on Business Data Analytics: Integrasi Kecerdasan Buatan dalam Strategi Pemasaran Digital Berbasis Analisis Data Bisnis Aini, Qurotul; Dyatmika, Sutama Wisnu; Chakim, Mochamad Heru Riza; Khasanah, Miftakhul; Queen, Zabenaso
ADI Bisnis Digital Interdisiplin Jurnal Vol 6 No 1 (2025): ADI Bisnis Digital Interdisiplin (ABDI Jurnal)
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/abdi.v6i1.1230

Abstract

The digital transformation in the era of Artificial Intelligence (AI) has revolutionized marketing practices by placing data analysis at the core of adaptive and precision-based strategies. This study aims to analyze how the integration of AI and business data analytics can strategically and sustainably enhance the effectiveness of digital marketing. The research method employs a qualitative approach through literature review and case analysis of AI implementation in digital business contexts. The findings indicate that the use of AI in market segmentation, consumer behavior prediction, and content personalization significantly improves conversion rates, customer loyalty, and marketing cost efficiency. Moreover, this technological integration also supports the achievement of the Sustainable Development Goals (SDGs), particularly Goal 8 (decent work and economic growth) and Goal 9 (industry, innovation, and infrastructure). These findings highlight the importance of strengthening digital capabilities through the adoption of AI-based technology and data analytics as a foundation for building responsive, innovative, and sustainable marketing strategies aligned with the demands of the digital economy.
Analisis ‘Four Driven in Buying Behavior’ sebagai Dasar Preferensi Konsumen untuk UMKM Dwitarwasto, Toto; Chakim, Mochamad Heru Riza; Fong, Joan; Abyantoro, Dody
Jurnal Manajemen Retail Indonesia (JMARI) Vol. 6 No. 2 (2025): Jurnal Manajemen Retail Indonesia
Publisher : UNIVERSITAS RAHARJA

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

Abstract

Penelitian ini akan menganalisis Empat Dorongan Utama (Four Driven) didalam Preferensi Konsumen yang terdiri dari Inner Driven, Physical Driven, Social Driven dan Financial Driven dalam preferensi Konsumen untuk melihat dorongan mana yang lebih intens dalam satu sektor pasar UMKM, sehingga para pelaku UMKM bisa memprediksi strategi apa yang akan diambil baik dari sisi penyediaan barang dan jasa ataupun strategi bisnis marketing dan penjualannya. Metode penelitian yang digunakan adalah kualitatif deskriptif, dimana dimulai dengan penjelasan teknik pengambilan survey , pencatatan dan pengolahan survey pada group responden terpilih, kemudian dilanjutkan dengan pembuatan tabel Four Driven in Buying Behavior dengan Teknik Konversi, setelah itu dilakukan skor penilaian hasil Konversi, lanjut dengan Analisa Statistik Rata-rata secara Mean Average dan Weighted Average untuk mendapatkan Nilai Persentase Akhir sampai tahap terakhir dengan visualisasi grafik. Group Responden A mencatatkan skor tertinggi untuk Financial Driven (F driven) dan Physical Driven (P driven) dengan persentase masing-masing sebesar 29% dan 28%. Hal ini menunjukkan bahwa konsumen dalam kelompok ini lebih memprioritaskan pertimbangan finansial dan aspek fisik dalam pengambilan keputusan pembelian mereka. Di sisi lain, Group Responden B menunjukkan skor tertinggi untuk Inner Driven (I driven) dan Financial Driven (F driven) dengan persentase 31% dan 25%, mengindikasikan bahwa konsumen dalam kelompok ini lebih terdorong oleh motivasi internal dan pencarian makna dalam pembelian mereka, meskipun tetap mempertimbangkan aspek finansial. Dengan demikian, pemahaman yang mendalam tentang preferensi ini dapat membantu UMKM dalam merancang strategi pemasaran yang lebih efektif dan sesuai dengan kebutuhan konsumen
Digital Branding on Instagram and TikTok Driving Engagement for Cardboard Box Products Mochamad Heru Riza Chakim; Mulyati; Nasution, Erni Juliana Al Hasanah; Perez, Carlos; Septiani, Nanda
APTISI Transactions on Management (ATM) Vol 9 No 3 (2025): ATM (APTISI Transactions on Management: September)
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/n4tsd720

Abstract

This study examines how digital branding on Instagram and TikTok, digital pro- motion, and product quality shape customer engagement and purchase intention in the packaging sector, using nuansa box indonesia Indonesia as the focal case. Gap research predominantly explores fashion, cosmetics, and F&B industries, leaving limited evidence on B2B/B2C packaging where products are often per- ceived as merely functional. We provide an in-depth case of a packaging brand and model the mediating role of customer engagement between digital strat- egy (branding, promotion) and purchase intention, estimated via PLS-SEM. The measurement model is robust (all loadings > 0.70; AVE > 0.50; Cronbach’s Alpha and Composite Reliability > 0.70). The structural model shows substan- tial explanatory power for purchase intention (R2 = 0.748). Product Quality is the strongest driver of Purchase Intention (β = 0.401), while Customer Engage- ment positively influences Purchase Intention (β = 0.288) and is significantly driven by Digital Branding (β = 0.489) and Digital Promotion (β = 0.375). The direct path from Digital Promotion to Purchase Intention is not significant (p = 0.060). Results indicate that compelling digital branding cultivates en- gagement that converts to purchase intention, but promotion alone is insufficient without strong product fundamentals. Managerially, firms should prioritize con- sistent, aesthetic branding to build engagement, leverage targeted promotions to activate trials, and sustain investment in product excellence as the ultimate lever of conversion and loyalty.
The Social Empowerment Role of the Penta Helix Entrepreneurship Ecosystem in Driving the National Economy Chakim, Mochamad Heru Riza; Rahardja, Untung; Astuti, Eka Dian; Erika, Erika; Hua, Chua Toh
ADI Pengabdian Kepada Masyarakat Vol. 6 No. 1 (2025): ADI Pengabdian Kepada Masyarakat
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/adimas.v6i1.1283

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are recognized as a critical driver of national economic growth, yet they continue to encounter persistent barriers such as limited digital literacy, restricted access to financing, and insufficient innovation capacity. These challenges highlight the urgent need for an entrepreneurial ecosystem that promotes not only economic advancement but also social empowerment and inclusiveness. This study introduces a community service initiative designed to build such an ecosystem using the Penta Helix framework, which integrates five key actors: academia, business, community, government, and media. The implementation approach was based on collaboration through training programs, mentoring sessions, and the strengthening of socio-economic networks aimed at enhancing MSME independence. The findings indicate that MSMEs demonstrated improved ability to leverage social networks for market expansion, stronger collaboration among stakeholders, and the establishment of an entrepreneurial ecosystem that is both inclusive and sustainable. Notably, the community emerged as a central element, serving as a foundation for ensuring equitable economic benefits at the grassroots level. The novelty of this study lies in integrating social dimensions into the Penta Helix model, shifting the orientation from purely economic growth to broader social sustainability. In conclusion, the synergy of business, community, and government provides a practical framework to strengthen MSME competitiveness while reinforcing social cohesion, aligning with Sustainable Development Goals (SDGs), particularly Goal 8 and Goal 10.
PENGARUH IKLAN DAN APLIKASI TIKTOK TERHADAP MINAT BELI MAHASISWA MANAJEMEN UNIVERSITAS TERBUKA Wijayanti, Cahya; Mulyati, Mulyati; Chakim, Mochamad Heru Riza; Rizqillah, Abrar
Jurnal Manajemen Retail Indonesia (JMARI) Vol. 4 No. 2 (2023): Jurnal Manajemen Retail Indonesia (JMARI)
Publisher : UNIVERSITAS RAHARJA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/jmari.v4i2.2963

Abstract

TikTok telah mendapatkan popularitas yang signifikan di berbagai demografi, dengan penekanan khusus pada daya tariknya terhadap populasi pelajar. Saat ini, TikTok telah muncul sebagai platform yang lazim untuk berbagai kegiatan periklanan dan promosi. Pertumbuhan, TikTok yang cepat telah menghasilkan minat yang signifikan di antara individu yang ingin terlibat dalam kegiatan komersial dengan platform ini. Menjamurnya iklan di TikTok telah menarik minat sejumlah besar individu, yang mengarah pada lonjakan niat beli di dalam komunitas. Namun demikian, tidak dapat diabaikan bahwa pengguna tertentu mungkin kurang tertarik dengan iklan yang ditampilkan di platform TikTok. Tujuan dari artikel ini adalah untuk menyelidiki dampak iklan dan aplikasi TikTok terhadap perilaku konsumen mahasiswa Manajemen Universitas Terbuka, seperti yang dirasakan oleh penulis. Hasil penelitian menunjukkan bahwa iklan memberikan dampak positif dan penting terhadap kecenderungan konsumen mahasiswa yang terdaftar di program studi manajemen Universitas Terbuka. Analisis statistik menunjukkan bahwa nilai t hitung sebesar 6,679 melampaui nilai t tabel sebesar 1,295, dengan tingkat signifikansi 0,000 0,05. Hal ini menunjukkan bahwa hipotesis alternatif (Ha) diterima, yang mengindikasikan adanya pengaruh yang signifikan dan positif terhadap minat beli.
Co-Authors Abyantoro, Dody Adam Faturahman Ade Suhara Adiwijaya, Alfri Afridian Wirahadi Ahmad Agustinus Talindong Ahmad Hariyadi Aliyah Ariesmansyah, Andre Astuti, Eka Dian Beldiq, Eiser Aaron Cakranegara, Pandu Adi Chandra Lukita Dahlia Pinem Dhiyah Ayu Rini Kusumawardhani Dimas Bagus Saputra Dwi Julianingsih Dwitarwasto, Toto Dyatmika, Sutama Wisnu Erika Erika Fauzan Manafi Albar Fitriani, Gaby Fong, Joan Greian April Pangilinan Hakim, Yucky Fitriana Hasanah Hasanah Hefri Yodiansyah Heni Nurhaeni Hiroshi Kenta Hua, Chua Toh I Wayan Parwata I Wayan Ruspendi Junaedi Ihsan Nuril Hikam Khairul Lena Magdalena Lestari, Anggun Hilendri Liza Agustina Marviola Hardini Maulana, Sabda Miftakhul Khasanah Mohamad Muspawi Mulyati Mulyati Mulyati Mulyati Mulyati Nanny Mayasari Nasution, Erni Juliana Al Hasanah Ninda Lutfiani Pérez, Carlos Po Abas Sunarya Queen, Zabenaso Qurotul Aini Rafika, Ageng Setiani Ramadhan, Muhamad Dicky Riya Widayanti Rizky, Agung Rizqillah, Abrar Safitri, Hanny Sandy Kosasi Selamat Zebua seprianti eka putri Septiani, Nanda Shaumiwaty, Shaumiwaty Sonia Pusparanti Sri Dinarwati Sunarjo, Richard Andre Sunarti Suwarni Tanjung, Azrul Tantri Wenny Sitanggang Untung Rahardja Utami, Rahayu Tri Vertika Agarwal Victorianda Wijayanti, Cahya Winarti, Wiwin Yodiansyah, Hefri Yuliantoro, Tri Zulkarnaini