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All Journal IAES International Journal of Artificial Intelligence (IJ-AI) Jurnal Minds: Manajemen Ide dan Inspirasi
Nathan, Robert Jeyakumar
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Social Sciences

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Potentials of artificial intelligence in digital marketing and financial technology for small and medium enterprises Enshassi, Mohammed; Nathan, Robert Jeyakumar; Soekmawati, Soekmawati; Al-Mulali, Usama; Ismail, Hishamuddin
IAES International Journal of Artificial Intelligence (IJ-AI) Vol 13, No 1: March 2024
Publisher : Institute of Advanced Engineering and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11591/ijai.v13.i1.pp639-647

Abstract

Small and medium enterprises small and medium enterprises (SMEs) play a crucial role in nations’ economy, through job creations, reducing unemployment rate as well as increase the overall productivity and gross domestic product (GDP) of a country. However, most SMEs are often lagging in technology adoption which could be a game changer for their success. SMEs could adopt new technologies to improve their business operations and profitability. They are also useful in supporting SMEs to penetrate international market. This research suggests that implementation of the artificial intelligence (AI) through digital marketing (DM) and financial technology (Fintech) would assist SMEs to be competitive, current in leveraging on technology and increase their overall profitability. Based on secondary data analysis, this paper presents a conceptual framework of determining factors in adoption of AI through digital marketing and Fintech. It contributes to the academic knowledge of AI, DM and Fintech for small businesses, and presents a testable framework that can be replicated and adapted for future empirical study. 
What Drives Individual to Adopt Fintech: Extended TAM Model with Gender as Moderating Variable Setiawan, Budi; Pandu, Nugraha Deni; Ahmed, Amanj Mohamed; Emilda, Emilda; Nathan, Robert Jeyakumar
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 10 No 1 (2023): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v10i1.35081

Abstract

Access to financial services is pivotal in improving welfare, reducing poverty, and accelerating financial inclusion in the emerging nation. This study analyzes the factors that drive consumer adoption of fintech by extending the TAM model with financial literacy and government support, as well as gender as moderating variable. Data was collected from 397 respondents in Indonesia and analyzed using SmartPLS 3.0. The result shows that perceived usefulness, ease of use, financial literacy, and government support significantly affect the adoption of fintech. The moderation analysis reveals that men perceive usefulness as more important for fintech adoption and ease of use for women.
Co-Authors Ahmed, Amanj Mohamed Al-Mulali, Usama Budi Setiawan Emilda, Emilda Enshassi, Mohammed Ismail, Hishamuddin Pandu, Nugraha Deni Soekmawati, Soekmawati