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All Journal Equator Journal of Management and Entrepreneurship Jurnal Mantik Jurnal Simki Economic Jurnal Manajemen Journal of Artificial Intelligence and Digital Business Amkop Management Accounting Review (AMAR) Miftah
Relifra, Relifra
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Social Sciences

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Determinan Keputusan Berkuliah di Perguruan Tinggi: Fokus Studi Kasus pada Universitas XYZ Relifra, Relifra; Syafriani, Oza; Desti, Yolanda; Savana, Angella
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.v4i2.1353

Abstract

Melanjutkan ke pendidikan tinggi adalah pilihan yang sangat penting dalam kehidupan seseorang. Pendidikan tinggi sangat penting dalam pembentukan dan menciptakan sumber daya manusia yang berkualitas tinggi. Di berbagai negara, keputusan mahasiswa untuk memilih perguruan tinggi tertentu sebagai tempat untuk mengejar pendidikan tinggi mereka menjadi sebuah tantangan kompleks. Penelitian ini bertujuan melihat faktor-faktor yang mempengaruhi keputusan berkuliah di Universitas XYZ. Penelitian ini adalah penelitian kuantitatif dengan menggunakan analisis regresi linier berganda. Adapun responden dalam penelitian ini berjumlah 100 orang dari mahasiswa Universitas XYZ. Hasil penelitian menunjukkan bahwa variabel reputasi universitas, akreditasi, fasilitas dan infrastruktur, program studi, program beasiswa, biaya pendidikan, layanan akademik kelompok referensi dan promosi univeritas mempengaruhi keputusan berkuliah di Universitas XYZ. Sedangkan, variabel karakter dan prestasi tidak mempengaruhi keputusan berkuliah di Universitas XYZ.
Pengaruh Promosi Penjualan, Kualitas Produk, Harga dan Daya Saing Perusahaan Terhadap Penjualan Produk PT. Gudang Garam, Tbk pada Area Penjualan Kota Padang Fikriando, Eko; Ramadhi, Ramadhi; Relifra, Relifra
Miftah : Jurnal Ekonomi dan Bisnis Islam Vol. 1 No. 2 (2023): October 2023
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/miftah.v1i2.162

Abstract

This research aims to determine the extent of the analysis regarding the influence of sales promotions, product quality and price on company competitiveness and its impact on product sales (case study analysis at PT. Gudang Garam, Tbk). This research consists of four independent variables, namely sales promotion, product quality, price and competitiveness and one product sales variable as the dependent variable. Sampling in this research used purposive sampling in which a sample of 100 respondents was obtained. Multiple linear regression analysis method, t-test, F-test and determination test. Based on the research results, it was found that: a) there is a positive and significant influence of sales promotion on product sales, b) there is a positive and significant influence of product quality on product sales, c) there is no significant influence of price on product sales, d) there is a positive and significant influence of competitiveness on product sales, e) there is an influence of sales promotion, product quality, price and competitiveness on product sales
Pengaruh Panic Buying dan Persepsi Resiko Terhadap Keputusan Pembelian di Apotek Era Covid-19 Oza Syafriani; Relifra, Relifra; Qumil Laila Arham
MAMEN: Jurnal Manajemen Vol. 2 No. 3 (2023): Juli 2023
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/mamen.v2i3.2301

Abstract

The development of health services has an impact on people's lives and plays an important role in national economic development and the development of Indonesian society itself. Health services, in this case pharmacies, are growing rapidly because services are adapted to the nature and needs of the community. Especially in the era of the COVID-19 pandemic, health services including pharmacies have become a necessity for the community. The purpose of this study was to determine the effect of punic buying and risk perception on purchasing decisions at Pharmacy in the Covid-19 Era. The population that became the source of the sample in this study were the consumers of Buana Pharmacy. Determination of the sample in this study using the accidental sampling method with a number of criteria adapted to the research objectives so that 65 respondents were selected to have met the criteria and were involved in this study by filling out the questionnaires that had been distributed. The data analysis tool used was multiple linear regression. The results showed that Panic Buying had no significant effect on Purchase Decisions. Risk Perception has a significant effect on Purchase Decisions. Punic buying and risk perception have a simultaneous effect on purchasing decisions at the Buana Pharmacy in Sungai Penuh City.
AI Adoption and Functional Performance in MSMEs: Evidence Across Marketing, HR, Finance, and Operations Relifra, Relifra; Mardiah, Ainil; Fikriando, Eko
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.3299

Abstract

This study aims to investigate the adoption of Artificial Intelligence (AI) by Micro, Small, and Medium Enterprises (MSMEs) in Indonesia, integrating the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT). The research examines explicitly how adoption determinants influence Behavioral Intention (BI) and how BI, in turn, drives business performance across key functional areas—marketing, human resources, finance, and operations. A quantitative research design was employed using a cross-sectional survey of 460 MSME owners, managers, and employees from various sectors. Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0 was applied to test the proposed model. Constructs were adapted from established TAM–UTAUT scales and extended with business performance measures. The results confirm that Performance Expectancy, Effort Expectancy, and Facilitating Conditions significantly influence BI, whereas Social Influence does not significantly shape adoption intention. Moreover, BI exerts a significant positive effect on marketing, human resources, financial, and operational performance, and mediates the relationship between adoption determinants and business outcomes. This study extends the TAM–UTAUT framework by empirically linking AI adoption determinants to functional business performance in MSMEs, particularly in a developing economy. The findings highlight the critical role of BI as a mediating mechanism, underscoring that adoption decisions are driven more by perceived value and ease of use than by external social pressures.
Destination Image as a Mediator between Digital Marketing, Leadership, Marketing Mix, and Tourist Satisfaction Syafriani, Oza; Relifra, Relifra; Maulana, Fajar; Wahyuni, Cica; Zulbaidah, Zulbaidah
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.3300

Abstract

This study investigates the role of destination image as a mediator in the relationships among digital marketing, leadership, the marketing mix, and tourist satisfaction. A total of 420 respondents participated in the survey, which was distributed both online and offline to tourists who visited various destinations in West Sumatra, Indonesia. The sampling technique employed was purposive sampling to ensure that respondents were relevant to the research context. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that digital marketing, leadership, and marketing mix exert significant positive effects on destination image. Furthermore, destination image significantly influences tourist satisfaction, confirming its pivotal role in shaping tourists’ overall experiences. Mediation analysis indicates that destination image partially mediates the relationships between digital marketing, leadership, marketing mix, and tourist satisfaction. Interestingly, the direct effect of leadership on tourist satisfaction was not statistically significant, suggesting that leadership influences satisfaction primarily through enhancing destination image. This study contributes to the tourism marketing literature by providing empirical evidence of the mediating role of destination image in the digital era. The results highlight the importance of integrated marketing strategies and leadership in strengthening destination image to enhance tourist satisfaction. Practical implications suggest that tourism stakeholders should optimize digital marketing tools, adopt effective leadership practices, and improve the marketing mix to build a strong destination image that fosters sustainable tourist satisfaction.
Purchase Decisions For Bimoli Cooking Oil Products : The Influence of Celebrity Endorse, Brand Image and Brand Trust Relifra, Relifra; Ramadhi, Ramadhi; Solandri, Solandri
Jurnal Simki Economic Vol 6 No 1 (2023): Volume 6 Nomor 1 Tahun 2023
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v6i1.218

Abstract

Cooking oil is a basic need for Indonesian people without exception for the people of 4 villages in Sungai Liuk. Cooking oil is widely used in Indonesian food. One of the brands of cooking oil that is widely consumed is Bimoli. In this study to see the effect of celebrity endorsement, brand image and brand trust on purchasing decisions using multiple linear regression analysis with SPSS 24. The results of this study show that celebrity endorse, brand image and brand trust partially and simultaneously have a significant and positive effect on purchasing decisions for Bimoli cooking oil among consumers in 4 villages in the Sungai Liuk region.
Integrasi Pemasaran, SDM, Keuangan, dan Operasional Melalui AI: Perspektif Teoritis Lintas Fungsional untuk UMKM Relifra, Relifra
Equator Journal of Management and Entrepreneurship (EJME) Vol 14, No 1 (2026): Equator Journal of Management and Entrepreneurship
Publisher : Universitas Tanjungpura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/ejme.v14i1.102629

Abstract

Transformasi digital UMKM semakin menuntut pemanfaatan kecerdasan buatan (AI), namun sebagian besar penelitian masih memandang AI secara parsial pada satu fungsi bisnis tertentu, seperti pemasaran, SDM, atau keuangan. Pendekatan ini belum mampu menjelaskan bagaimana AI bekerja sebagai sistem integratif pada tingkat organisasi. Penelitian ini mengembangkan Cross-Functional AI Integration Model, yaitu kerangka konseptual yang memetakan peran AI dalam menghubungkan fungsi pemasaran, SDM, keuangan, dan operasi melalui integrasi data, otomatisasi proses, analitik prediktif, dan pengambilan keputusan berbasis bukti. Model ini menegaskan bahwa pemanfaatan AI yang terintegrasi menghasilkan sinergi lintas-fungsi berupa konsistensi informasi, keselarasan strategi, dan koordinasi proses yang lebih kuat, yang pada gilirannya memperkuat integrated decision-making dan berpotensi meningkatkan kinerja UMKM. Secara teoretis, penelitian ini memperluas model adopsi teknologi (TAM–UTAUT) menuju perspektif integratif lintas-fungsi dan mengaitkannya dengan organizational information processing serta cross-functional synergy. Secara praktis dan kebijakan, penelitian ini menekankan pentingnya kesiapan data, kompetensi digital, interoperabilitas sistem, dan dukungan regulatif agar implementasi AI di UMKM benar-benar menghasilkan dampak yang sistemik dan berkelanjutan.
Business transformation of msmes in the digital era: a qualitative study on cross-functional artificial intelligence integration Relifra, Relifra; Hamdani, Fajri; Bharti, Rakshak; Nurhayati, Dwi
Jurnal Mantik Vol. 9 No. 4 (2026): February: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v9i4.6927

Abstract

This study examines how artificial intelligence (AI) is integrated into managerial routines and business processes of micro, small, and medium-sized enterprises (MSMEs) in the context of digital transformation. Using a qualitative approach, data were collected through semi-structured interviews with ten MSME owners and managers and analyzed using thematic analysis. The findings reveal that AI adoption is driven primarily by pragmatic considerations, particularly tangible business benefits, ease of use, and facilitating conditions, while social influence plays a limited role. More importantly, once AI becomes part of routine practice, its impact extends across marketing, human resources, finance, and operations. The study demonstrates that AI contributes to business transformation by enabling cross-functional integration and more coherent managerial decision-making. These results highlight that the value of AI in MSMEs emerges from its routinized and integrated use rather than from adoption alone
Co-Authors Ainil Mardiah Bharti, Rakshak Desti, Yolanda Dwi Nurhayati, Dwi Fikriando, Eko Hamdani, Fajri Maulana, Fajar Oza syafriani Qumil Laila Arham Ramadhi, Ramadhi Savana, Angella Solandri, Solandri Syafriani, Oza Wahyuni, Cica Zulbaidah Zulbaidah, Zulbaidah