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All Journal Jurnal Siasat Bisnis Journal of Economic, Bussines and Accounting (COSTING) Journal of Humanities and Social Studies Iqtishadia: Jurnal Kajian Ekonomi dan Bisnis Islam Jurnal Interprof Jurnal Ilmiah Raflesia Akuntansi Jurnal Pengabdian Masyarakat Tjut Nyak Dhien Jurnal Manajemen dan Bisnis Proceeding ISETH (International Summit on Science, Technology, and Humanity) Jurnal REKOMEN (Riset Ekonomi Manajemen) Advantage: Journal of Management and Business Asmara
Sofyan Ashari Nur
Universitas Tidar
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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THE ROLE OF ATTRACTIVENESS OF ALTERNATIVES IN GEN-AI PLATFORM SWITCHING INTENTION AMONG INDONESIAN UNIVERSITY STUDENTS Satrio Tegar Sadewo; Aditya Kumala Dewi; Sofyan Ashari Nur; Nisa' Ulzahro; Dimas Ihsan Pratama
Jurnal Interprof Vol 12 No 2 (2026): Jurnal Interprof, Agustus
Publisher : LPPM UNIVERSITAS BINA INSAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32767/interprof.v12i2.3188

Abstract

Purpose: This study examines the role of Attractiveness of Alternatives (AoA) in driving Gen-AI platform switching intention among Indonesian university students. TAM is widely used to explain technology adoption but lacks the ability to account for competitive pull factors in multi-platform environments. Integrating TAM with Push-Pull-Mooring (PPM) theory, this study tests the effects of Perceived Usefulness (PUS), Perceived Ease of Use (PEU), and AoA on switching intention, along with the moderating role of AoA. Research Methodology: Data were collected from 444 Indonesian university students who had experience using Gen-AI platforms (e.g., ChatGPT, Gemini, Copilot) through an online questionnaire with purposive sampling. The structural model was analyzed using PLS-SEM with SmartPLS 4. Results: PUS and PEU did not significantly predict switching intention, while AoA had a strong positive effect (β = 0.475, p < 0.001, f² = 0.272). The moderating effects of AoA were not supported. Conclusions: In low-switching-cost digital environments, the attractiveness of alternative platforms is the dominant driver of switching intention, while current platform evaluations lose their explanatory power. Limitations: The cross-sectional design and reliance on a student sample limit causal inference and generalizability to other user populations. Contributions: This study identifies boundary conditions under which TAM constructs lose predictive power for switching behavior and empirically validates AoA as the dominant pull factor in Gen-AI platform contexts, supporting the integration of PPM mechanisms into TAM-based switching research. The findings also offer practical insights for Gen-AI providers, emphasizing that competitive positioning matters more than incremental usability improvements.
Moderated Mediation of Organizational Ambidexterity and Knowledge Sharing in SME Performance Sofyan Ashari Nur; Satrio Tegar Sadewo; Yesica Apriliana Paska; Miftachul Mujib; Ipuk Widayanti
Advantage: Journal of Management and Business Vol. 4 No. 1 (2026): June
Publisher : Apik Cahaya Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61971/advantage.v4i1.286

Abstract

This study investigates the interrelationships among employee creativity, organizational ambidexterity, knowledge sharing, and SME performance within the context of Indonesia’s creative industries. Grounded in the Resource-Based View (RBV), the research conceptualizes creativity as a valuable human resource, ambidexterity as a dynamic organizational capability, and knowledge sharing as a moderating mechanism that enhances the utilization of these resources. A quantitative hypothesis-testing approach was applied, using data collected from 180 owners and managers of small and medium enterprises (SMEs) in Yogyakarta, Indonesia. Data were analysed through Partial Least Squares Structural Equation Modelling (SEM-PLS), which is appropriate for complex models with latent variables and moderate sample sizes. The results reveal that creativity positively influences ambidexterity, and ambidexterity significantly enhances SME performance. Moreover, knowledge sharing moderates both the relationship between creativity and ambidexterity and between ambidexterity and performance, strengthening their effects. These findings suggest that creativity provides the foundation for ambidextrous behaviour, while knowledge sharing acts as a catalyst that amplifies the transformation of creative ideas into innovative performance outcomes. The study contributes to the literature on organizational learning and dynamic capabilities by highlighting the synergistic role of creativity and knowledge sharing in fostering ambidexterity and competitive advantage in SMEs. Practically, it emphasizes the need for SME leaders to cultivate a knowledge-sharing culture and empower employees to experiment and collaborate, thereby enabling their organizations to remain adaptive and sustainable in rapidly changing environments
Strengthening Sustainability Talent through Employer Branding, Employee Agility, and Employee Well-Being in the Borobudur Tourism Sector Hanung Eka Atmaja; Izza Mafruhah; Eki Melina Widanti; Sofyan Ashari Nur; Agustya Syakira; Dimas Alfareza
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 9, No 3 (2025): JHSS (Journal of Humanities and Social Studies) (SI)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v9i3.13316

Abstract

Talent sustainability is a strategic issue in the tourism sector, especially in areas undergoing rapid development such as Borobudur as a Super Priority Tourism Destination. Service dynamics, complex competency requirements, and high labour mobility make it necessary to conduct research on the factors that influence talent sustainability. This study aims to analyse the influence of employer branding, employee agility, and employee well-being on talent sustainability in tourism organisations in the Borobudur region. This study uses a quantitative approach with an explanatory research design. The research population includes employees in the tourism sector in the Borobudur region, and the sample was determined using purposive sampling based on the criteria of a minimum of six months of work experience and involvement in tourism services. A total of 150 respondents participated in this study. Data collection was conducted through questionnaires and analysed using Partial Least Square Structural Equation Modelling (PLS-SEM) with the assistance of SmartPLS. The results show that employer branding, employee agility, and employee well-being have a positive effect on talent sustainability, with employer branding and well-being being the most dominant factors in strengthening talent sustainability in the Borobudur tourism sector. These findings emphasise the importance of organisational image, employee adaptability, and employee well-being in supporting the stability and quality of tourism human resources. The implications of this study highlight the need for talent development strategies that focus on strengthening work experience, increasing adaptive capacity, and providing a work environment that supports employee well-being.
Co-Authors Aditya Kumala Dewi Ageng Puspitasari, Syahidah Aghniya Ruktiwati Agus Susanti Agustina, Intan Shulha Agustina, Rani Agustya Syakira Ahmad Dafit Anggraeny, Dhea Amanda Briliant Vito Siahaan, Gabrielle Dimas Alfareza Dimas Ihsan Pratama Eki Melina Widanti Gustin, Fajri Aniva Hanung Eka Atmaja Izza Mafruhah Jihan Rupa Puspa Ayu Maharani, Choirunnisa Elfa Mesty Wibowo, Aura Maytha Muafi Mujib, Miftachul Nisa' Ulzahro Nugroho, Rizal Bayu Bakti Oktari, Vivi Purwanto, Mu'alfad Zulfikar Resdiyana, Indah Rifky Dwi Ariadi Satrio Tegar Sadewo Setyawati, Marita Virgiawan, Rheyza Widayanti, Ipuk Yuliza Yuniawan, Ryan