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Analysis of the Use of Artificial Intelligence (AI) in Human Resources Management (HR): Study at PT Semen Baturaja Persero (SMBR) Bakar, Abu; Syah Amin Albadry; Silvia Jessika; Syahwami; Joko Sunaryo
Enigma in Economics Vol. 2 No. 1 (2024): Enigma in Economics
Publisher : Enigma Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61996/economy.v2i1.44

Abstract

The use of artificial intelligence (AI) in human resource management (HR) has grown rapidly in recent years. AI has the potential to improve the efficiency, effectiveness and accuracy of HR processes. PT Semen Baturaja Persero (SMBR) is one of the largest cement companies in Indonesia. SMBR has applied AI to various HR processes, including recruitment and selection, training and development, performance appraisal, and compensation and benefits. This research aims to analyze the use of AI in HR management at SMBR. This research uses a qualitative method with a case study approach. Data was collected through in-depth interviews with stakeholders in SMBR. The research results show that AI has provided significant benefits for SMBR in HR management. AI has helped SMBR to improve the efficiency of HR processes, such as recruitment and selection, training and development, and performance appraisal; improving the effectiveness of HR processes, such as recruitment and selection, and performance appraisal; improve the accuracy of HR processes, such as recruitment and selection, and performance appraisal. AI has great potential to improve HR management in SMBR.
The Customer Experience Revolution: Building Brand Loyalty in the Age of Digital Disruption Sasmita Rusnaini; Ariyanto M; Silvia Jessika; Widya Pratiwi; Eva Marlina; Hamirul
Enigma in Economics Vol. 2 No. 1 (2024): Enigma in Economics
Publisher : Enigma Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61996/economy.v2i1.57

Abstract

The digital age has fundamentally transformed how customers interact with brands. This research investigates the critical role of customer experience (CX) in fostering brand loyalty amidst the disruptive landscape of digital technologies. A mixed-methods approach was employed. A quantitative survey (n=500) of consumers assessed CX dimensions and their impact on loyalty. Qualitative interviews (n=20) with CX professionals explored strategies for optimizing CX in the digital era. Statistical analyses (regression, factor analysis) were conducted on survey data, while thematic analysis was applied to interview transcripts. Quantitative results identified personalization, omnichannel integration, and emotional engagement as key CX dimensions significantly influencing brand loyalty. Qualitative findings highlighted the importance of data-driven CX strategies, employee empowerment, and a customer-centric organizational culture. This research demonstrates that CX is a powerful driver of brand loyalty in the digital age. By focusing on personalization, omnichannel integration, emotional engagement, data-driven insights, employee empowerment, and a customer-centric culture, businesses can navigate digital disruption and build lasting customer relationships.
Optimizing Human-AI Collaboration in Educational Administration in Muara Bungo, Jambi: An HRD Framework for Role Redefinition, Skill Development, and Change Management Ariyanto Masnun; Silvia Jessika; Syah Amin Albadry; Hamirul
Enigma in Education Vol. 2 No. 2 (2024): Enigma in Education
Publisher : Enigma Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61996/edu.v2i2.85

Abstract

Artificial Intelligence (AI) presents transformative potential for enhancing efficiency and effectiveness in educational administration. However, successful integration necessitates a strategic approach to managing the human element, including evolving roles, requisite skills, and organizational change. This study addressed the gap in targeted frameworks for optimizing human-AI collaboration within the specific context of educational administration in Muara Bungo, Jambi, Indonesia. A mixed-methods, quasi-experimental pre-post design was employed. Data were collected from 50 educational administrative staff in Muara Bungo using surveys assessing AI perceptions, skill readiness, and job satisfaction, alongside semi-structured interviews exploring experiences with role changes and change management. A bespoke Human Resource Development (HRD) framework, encompassing structured role redefinition workshops, targeted AI literacy and collaboration skill training modules, and a multi-faceted change management communication plan, was developed and implemented over six months. Quantitative data were analyzed using descriptive statistics and paired t-tests, while qualitative data underwent thematic analysis. Post-intervention, quantitative analysis revealed statistically significant improvements (p < 0.05) in participants' perceived usefulness of AI (t(49)=5.82), confidence in collaborating with AI tools (t(49)=6.15), and reported efficiency in administrative tasks (t(49)=4.98). Qualitative findings indicated that the HRD framework facilitated a clearer understanding of new roles, reduced initial anxiety towards AI, and highlighted the importance of ongoing support and transparent communication during the transition. In conclusion, the study demonstrated that a context-specific HRD framework integrating role redefinition, skill development, and change management can significantly enhance human-AI collaboration in educational administration. The findings underscore the necessity of proactive HRD interventions to equip staff, manage transitions effectively, and harness the synergistic potential of humans and AI in improving administrative functions within educational institutions in regions like Muara Bungo.