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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA) Inkubis: Jurnal Ekonomi dan Bisnis Proceeding of International Conference on Entrepreneurship (IConEnt)
Isana Sri Christina Meranga
Universitas Pelita Harapan
Economics, Econometrics & Finance Social Sciences

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Leveraging AI for Individualized Outreach in Enrollment Marketing: A Study on Boosting University Application Intentions Isana Sri Christina Meranga
Inkubis : Jurnal Ekonomi dan Bisnis Vol. 8 No. 1 (2026): INKUBIS Jurnal Ekonomi Dan Bisnis
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/inkubis.v8i1.170

Abstract

Background: With the rise of Artificial Intelligence (AI) in higher education marketing, universities can reach prospective students in a more personalized manner. Nevertheless, only a few studies in the prevailing literature examine the dependence of students' enrollment decisions on trust and privacy perceptions regarding an institution's admission ability due to its AI-driven marketing, especially in an Indonesian setting. Objective: This study investigates the impact of AI marketing strategies on university application intentions of prospective students. Through the Stimulus-Organism-Response framework, it examines how AI content recommendation and interaction quality affect perceived trust and privacy risks, and subsequently, enrollment behavior. Method: This quantitative research employed purposive sampling, collecting data from 350 prospective students. The conceptual model was examined using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Privacy calculus was included as a moderator to examine trade-offs between personalization advantages and data privacy risks. Results: All seven hypotheses received support, as both AI content recommendations and interaction quality have direct and indirect influences on university application intentions. Perceived trust had a strong mediation effect on content quality, while privacy risk had a strong mediation effect on AI interaction. Privacy calculus moderated the effect of privacy risk on application intention, indicating that high AI service utility can alleviate data-related concerns. Conclusion:This study extends higher education marketing literature by presenting a holistic perspective on the Privacy-Personalization Paradox. It identifies institutional trust and privacy calculus as critical psychological determinants of digital recruitment systems, and offers strategies for universities leveraging AI-based engagement tools.
DARI IDE MENJADI AKSI: MODEL PENGABDIAN KEPADA MASYARAKAT UNTUK PENGUATAN KREATIVITAS, INOVASI, DAN LITERASI AI BERPUSAT PADA MANUSIA DALAM MENUMBUHKAN MINAT KEWIRAUSAHAAN BERKELANJUTAN SISWA SMA Selvi Esther Suwu; Ika Suhartanti Darmo; Yohana F. Cahya Palupi Meilani; Isana Sri Christina Meranga; Zoel Hutabarat
Proceeding National Conference Business, Management, and Accounting (NCBMA) 9th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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This community service (PkM, Pengabdian Kepada Masyarakat) article reports a youth entrepreneurship empowerment intervention for 16–18-year-old students at SMA Citra Kasih Jakarta (n=24). The program responds to two concurrent realities: (1) Indonesia’s creative economy is increasingly important for job creation, and (2) students’ growing reliance on generative AI risks weakening independent thinking and problem sensitivity. Four theoretical pillars guide the intervention: youth empowerment and entrepreneurial mindset; experiential learning and design thinking; (creative) self-efficacy as a driver of action; and UNESCO’s human-centered AI literacy. The intervention combined a 45-minute interactive session, guided discussion, a micro-challenge translating real problems into value propositions, and rapid prototyping using pipe-cleaners to practice iteration and feasibility. Evaluation used a post-activity survey (5-point Likert), facilitator observations, and a structured rubric assessing problem clarity, novelty, usefulness, feasibility, and sustainability sensitivity. Results show strong participant acceptance (means 4.46–4.58; SD 0.51–0.66) and six group prototypes with value statements; indicating early gains in problem-framing and confidence to ideate without letting AI replace human reasoning. The novelty lies in embedding human-centered AI literacy within a compact entrepreneurship learning design and providing a replicable logic model, worksheet template, rubric, and follow-up roadmap aligned with sustainability agendas.
Integrating Sensory, Emotional, and Social Customer Experiences to Drive Loyalty in Indonesia’s Coffee Shop Industry Isana Sri Christina Meranga
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

This study examines the integrated influence of customer experience, encompassing sensory, emotional, and social on consumer repurchase intention coffee shop industry. The study's background is rooted in the shift from a product-centered to an experience-centered economy, as well as the rapid growth of the coffee shop market in Indonesia, which necessitates differentiation strategies for business sustainability. Using a quantitative approach with a cross-sectional study design, data were collected from 300 respondents in the Jabodetabek area through an online survey. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results show that sensory, emotional, and social experiences have a direct and significant positive influence on repurchase intention. Furthermore, the study confirms a significant mediating role, where emotional and social experiences mediate the relationship between experience dimensions and repurchase intention. The most crucial finding is the confirmation of a sequential mediation model, where sensory experience influences repurchase intention through the sequential mediation of emotional and social experiences. Overall, this research provides empirical evidence that coffee shop businesses must holistically integrate sensory, emotional, and social elements into their strategies to build strong and sustainable customer loyalty.
Characteristics of Customer Who Makes Allocation for Pension Plan in Indonesia Hendra Achmadi; Isana Sri Christina Meranga; Sylvia Samuel
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

This study sought to determine which characteristic from Indonesian people are most likely to make allocation for pension, and how to identify the key factors driving these purchases pension products. Recognizing Indonesia's relatively low allocation in pension plan, researchers analyzed a targeted sample of 199 data points from 38 companies across various sectors. Using the CRISP-DM data mining methodology, to determine what characteristics from customer with over 20 % allocation into the pension product, and in this study found that marriage status, income, industry, education, sex, domicile, electricity, position, age, status of property. The CRISP-DM process, which included defining objectives, data collection, preparation, modeling, and property ownership, as a characteristic of customer to invest in pension. This research uses data mining methodology with resulted in a model with 73.33 % accuracy. 1 The analysis revealed that the result demonstrated the highest stock market allocation by customers is based on industry (0,2), Listrik (0,13), Makan (0,12), transport (0,11), Pendidikan (0,10), income (0,06).
Co-Authors Hendra Achmadi Hutabarat, Zoel Ika Suhartanti Darmo Samuel, Sylvia Selvi Esther Suwu, Selvi Esther Yohana F. Cahya Palupi Meilani