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All Journal The Eastasouth Management and Business Jurnal Pengabdian West Science Science Information System and Technology Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Gilang Pranajasakti
Universitas Muhammadiyah Ahmad Dahlan Cirebon
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Use of Artificial Intelligence in Operational Efficiency and Business Management Strategic Loso Judijanto; Ahmad Zaelani Adnan; Gilang Pranajasakti; Arnes Yuli Vandika; Wahyuni Sri Astutik
West Science Information System and Technology Vol. 2 No. 03 (2024): West Science Information System and Technology
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsist.v2i03.1533

Abstract

Artificial Intelligence (AI) has emerged as a transformative technology, reshaping operational efficiencies and strategic business management across industries. This study employs a bibliometric analysis using VOSviewer to explore the intellectual structure, global collaboration, and thematic trends in AI research from 2000 to 2024. The findings reveal AI’s pivotal role in enhancing operational processes, particularly in cost reduction, efficiency improvement, and data-driven decision-making. Furthermore, AI’s integration into diverse fields such as healthcare, energy management, and cybersecurity underscores its multidisciplinary impact. The visualizations highlight the strong global collaboration among nations, with China, India, and the United States as major contributors to AI research. Despite these advancements, challenges such as ethical concerns, data privacy, and workforce displacement persist. This study emphasizes the need for ethical frameworks, workforce reskilling, and robust international cooperation to maximize AI's benefits while mitigating its challenges. By mapping current trends and identifying future directions, this research contributes to a deeper understanding of AI’s transformative potential in operational and strategic domains.
Tracing the Evolution of the Self-Brand Connection Concept in Global Marketing Research: A Bibliometric Perspective Loso Judijanto; Gilang Pranajasakti
The Eastasouth Management and Business Vol. 4 No. 02 (2026): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v4i02.904

Abstract

This paper examines the evolution of the self-brand connection concept in global marketing research by adopting a bibliometric approach. The current study maps the important relationships of SBC with related concepts like brand loyalty, brand love, social media, and customer engagement in order to show how SBC has taken a central position in understanding the consumer-brand relationship. Bibliometric methods like co-citation, co-authorship, and keyword analysis will be used to disclose the intellectual structures and thematic trends over time. The findings show that the SBC concept has emerged and further developed with advances in digital engagement and social media, reflecting the greater importance of online platforms in shaping consumer emotions and behaviors. This research contributes to a better theoretical and practical understanding since the study gives a comprehensive overview of SBC literature and indicates emerging areas for future research.
Brand Trust Can Moderates The Influence of Rating Reviews on Purchasing Decisions: Penelitian Muhamad Risal Tawil; Gilang Pranajasakti; Fahad Ramadhan; Dimas Realino; Nova Ch. Mamuaya
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5271

Abstract

Amidst the escalation of digital economic competition in 2026, this study aims to investigate the interaction mechanism between online rating reviews and consumer purchasing decisions by placing brand trust as a moderating variable. Integrating Signaling Theory and Trust-Transfer Theory , this quantitative study uses a causal-explanatory approach to 450 active e-commerce user respondents who were analyzed through the Moderated Regression Analysis (MRA) technique using E-Views 12 software . The empirical test results prove that although rating reviews are a significant external signal in reducing information asymmetry, their effectiveness in triggering transactions is highly dependent on the level of brand trust held by consumers; where brand trust functions as a psychological filter that validates the credibility of the review. These findings reveal a moderation phenomenon whereby for brands with high trust equity, the influence of positive reviews is significantly amplified, while for brands with low trust, positive reviews are often met with cognitive skepticism that hinders purchase conversion.The practical implications of this study emphasize that marketing managers should prioritize building long-term brand loyalty and trust over simply manipulating short-term ratings to ensure sustainable market value in an era of digital sentiment volatility.
Pemberdayaan UMKM melalui Green Packaging di Desa Tuk, Kabupaten Cirebon Diddo Adding Adove; Gilang Pranajasakti; Fahad Ramadhan; Ucha Indra Gunawan; Ruswati Ruswati; Firda Mokodongan; Mazi Nurazmi
Jurnal Pengabdian West Science Vol 5 No 09 (2026): Jurnal Pengabdian West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jpws.v5i09.3815

Abstract

Pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di Desa TUK, Kabupaten Cirebon, masih menghadapi kendala daya saing produk akibat penggunaan kemasan konvensional yang kurang menarik dan belum memperhatikan aspek keberlanjutan lingkungan. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan pengetahuan, keterampilan, dan kemampuan pelaku UMKM dalam menerapkan green packaging. Metode kegiatan meliputi lima tahap, yaitu observasi dan analisis kebutuhan, edukasi green packaging, pendampingan desain kemasan, implementasi pada produk, serta monitoring dan evaluasi melalui pre-test dan post-test. Hasil kegiatan menunjukkan peningkatan pemahaman pelaku UMKM mengenai green packaging dan prinsip Reduce, Reuse, Recycle (3R), serta tersusunnya desain dan prototipe kemasan yang dilengkapi eco-label dan identitas merek. Implementasi kemasan baru turut meningkatkan tampilan, nilai tambah, dan citra produk. Kegiatan ini menunjukkan bahwa edukasi dan pendampingan partisipatif dapat meningkatkan kapasitas UMKM dalam mengadopsi kemasan ramah lingkungan sebagai bagian dari strategi keberlanjutan usaha.
Optimalisasi Digital Branding Berbasis AI sebagai Strategi Peningkatan Daya Saing UMKM: Pengabdian Diddo Adding Adove; Gilang Pranajasakti; Fahad Ramadhan; Ucha Indra Gunawan; Ruswati Ruswati; Firda Mokodongan; Mazi Nurazmi
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 5 No. 1 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 5 Nomor 1 (Juli 2026 -
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v5i1.7893

Abstract

Pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di Desa Karangmangu, Kabupaten Cirebon, masih menghadapi kendala daya saing produk akibat belum memiliki identitas merek yang konsisten serta rendahnya literasi digital dalam memanfaatkan teknologi Artificial Intelligence (AI) untuk kebutuhan pemasaran. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan pengetahuan, keterampilan, dan kemampuan pelaku UMKM dalam mengoptimalkan digital branding berbasis AI. Metode kegiatan meliputi lima tahap, yaitu observasi dan analisis kebutuhan, edukasi digital branding dan AI, pendampingan optimalisasi branding berbasis AI, implementasi pada produk dan kanal pemasaran, serta monitoring dan evaluasi melalui pre-test dan post-test. Hasil kegiatan menunjukkan peningkatan pemahaman pelaku UMKM mengenai digital branding dan pemanfaatan perangkat AI generatif untuk pembuatan konten promosi, serta tersusunnya identitas visual dan prototipe konten pemasaran berbasis AI yang konsisten. Implementasi digital branding baru turut meningkatkan tampilan, efisiensi produksi konten, dan citra profesional produk. Kegiatan ini menunjukkan bahwa edukasi dan pendampingan partisipatif dapat meningkatkan kapasitas UMKM dalam mengadopsi digital branding berbasis AI sebagai bagian dari strategi peningkatan daya saing usaha.
Co-Authors Ahmad Zaelani Adnan Arnes Yuli Vandika Diddo Adding Adove Dimas Realino Fahad Ramadhan Firda Mokodongan Loso Judijanto Mazi Nurazmi Muhamad Risal Tawil Nova Ch. Mamuaya Ruswati Ruswati Ucha Indra Gunawan Wahyuni Sri Astutik