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All Journal Asia-Pacific Management and Business Application Jurnal Pengabdian Masyarakat Asia Jurnal Manajemen dan Profesional
Mariesti Andriany, Lussia
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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THE ROLE OF COMMUNITY-BASED RESOURCES IN FORMING A NEW MICROBUSINESS Andriany, Lussia Mariesti
Jurnal Manajemen dan Profesional Vol. 5 No. 3 (2024): Jurnal JPro
Publisher : Program Studi Manajemen Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jpro.v5i3.2431

Abstract

This study aims to analyze the role of community-based resources in the formation of a new organization. This is conceptualized as resources that are socially and culturally constructed within a community, can be mobilized easily and interpreted independently depending on the purpose of business owners. It is argued that community-based resources play a critical role in forming a new organization. We employ a qualitative approach to explain its role in establishing a new microbusiness in Indonesia. Based on the interview, we found that community-based resources that are represented by new ingredients and cooking methods (i.e., a new way of producing food) played significant roles in new micro-businesses’ emergence in terms of expanding customers’ demand, providing a clear timing for new organizational emergence, and allowing the condition of resource-driven structuration.
Digital Transformation in Street Food Business in Malang: AI Application Training for Content Creation and Effective Promotion Strategies Yogatama, Ahmad Nizar; Sidi, Agus Purnomo; Anjaningrum, Widiya Dewi; Bukhori, Muhammad; Dura, Justita; Cahyaningtyas, Fadilla; Andriany, Lussia Mariesti; Hanif, Rifki
Jurnal Pengabdian Masyarakat Vol. 6 No. 1 (2025): Jurnal Pengabdian Masyarakat
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jpm.v6i1.2299

Abstract

Purpose: This study investigates the integration of Artificial Intelligence (AI) in digital marketing for street food businesses in Malang, focusing on training housewives to improve content creation and promotion strategies. The research aims to bridge the digital gap for small-scale food vendors by providing essential digital skills and AI tools. Method: The research employed a mixed-method approach, including pre-training assessments, online training sessions, and personalized mentoring. A total of 20 housewives running street food businesses participated in the training, which was conducted over three months. The AI tools used included Canva AI and Flair AI for photo editing, content creation, and social media optimization. Practical Applications: The study demonstrates how AI-driven tools can enhance social media engagement, brand visibility, and customer interaction for street food vendors. This initiative provides a model for empowering small business owners to leverage digital marketing tools effectively, contributing to their long-term success. Conclusion: The training resulted in significant improvements in participants' digital marketing capabilities, with increased confidence in using AI tools. The findings highlight the transformative potential of AI for MSMEs, particularly in enhancing the competitive edge of street food businesses in Malang.
A Sequential Mediating Role of GenAI Capability and Commit to Innovate in Employee Sensing Capability to Enhance Employee Innovative Work Behavior Mahendra, Aji; Andriany, Lussia Mariesti; Pia G. Reyes, Alma
APMBA (Asia Pacific Management and Business Application) Vol. 14 No. 3 (2026)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2026.014.03.1

Abstract

A growing challenge for organizations in the digital era is how to effectively leverage employee capabilities and emerging technologies to sustain innovation performance. The purpose of this study is to examine how employee sensing capability (ESC) influences employees’ innovative work behavior (EWIB) in the workplace, using Gen AI usage capability (GAUIC) and commitment to innovation (CTI) as sequential mediating variables. This research uses a quantitative approach, and data were collected through an online questionnaire distributed to 200 workers in the architecture subsector in East Java Province. Data were analyzed using SmartPLS version 4.1.1.4, applying structural equation modeling—Partial Least Squares (SEM-PLS). The results indicate that all hypotheses are supported. ESC positively and significantly influences EWIB, both directly and indirectly through GAUIC and CTI. GenAI strengthens the effect of ESC on EWIB by facilitating innovation and ideation processes. In addition, commitment to innovation helps employees sustain innovative behavior when facing workplace challenges. Theoretically, this study extends the innovative work behavior model by introducing sensing capability and GenAI technology as key determinants in the digital context. Practically, the findings suggest that organizations should enhance sensing capability, GenAI literacy, and commitment to innovation through targeted training and innovation-based reward systems.
Co-Authors Agus Purnomo Sidi Anjaningrum, Widiya Dewi Bukhori, Muhammad Fadilla Cahyaningtyas Hanif, Rifki Justita Dura Mahendra, Aji Pia G. Reyes, Alma Yogatama, Ahmad Nizar