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p-Index From 2021 - 2026
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This Author published in this journals
All Journal International Journal of Artificial Intelligence Research The Es Economics and Entrepreneurship Journal of Consumer Study and Applied Marketing Journal of Tourism, Hospitality and Travel Management (JTHTM)
Sakova, Megha
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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AI-Powered Decision Support Systems for MSMEs Growth Strategies in Emerging Markets Sakova, Megha; Rahayu, Agus; Wibowo, Lili Adi; Dirgantari, Puspo Dewi
International Journal of Artificial Intelligence Research Vol 8, No 1.1 (2024)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v8i1.1.1366

Abstract

Micro, Small, and Medium Enterprises (MSMEs) in emerging markets face significant challenges in strategic decision-making due to limited resources and dynamic environments. This study aims to explore the role of AI-Powered Decision Support Systems (AI-DSS) in supporting growth strategies using the dynamic capabilities theory. The study involved 250 food processing business actors who have adopted or considered implementing AI-DSS, with data analysis conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that dynamic capabilities and dynamic environments significantly influence the adoption of AI-DSS, ultimately enhancing business performance. Furthermore, dynamic environments were found to moderate the relationship between dynamic capabilities and AI-DSS adoption, indicating that adaptability to external changes is crucial in maximizing the benefits of AI technology. This research contributes theoretically to the literature on dynamic capabilities and technology while offering practical implications for food processing entrepreneurs and policymakers in emerging markets. The study highlights the importance of developing adaptive capabilities and leveraging AI technology to improve competitiveness amidst ever-changing business dynamics.
The Rise of Brand Love and E-Vocacy in Electric Vehicle Marketing – A Systematic Review Leo, Gundur; Sutrisno, Rivan; Sakova, Megha
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 2 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i2.448

Abstract

As the electric vehicle (EV) sector shifts from a niche to a mass market, traditional cognitive-based marketing models are inadequate for explaining deep consumer loyalty. This Systematic Literature Review (SLR) synthesizes the evolution of green marketing stimuli and their impact on consumer advocacy. Adhering to PRISMA guidelines, we analysed 33 high-impact empirical studies (2020–2025) to construct an enhanced Stimulus-Organism-Response (S-O-R) framework integrated with Signalling Theory. The results reveal three critical paradigm shifts. First, generic "Green Marketing" has evolved into specific, high-efficacy signals: Green Innovation (competence), Green Transparency (integrity), and Eco-Prestige (status). Second, the analysis identifies a "Satisfaction Trap," demonstrating that Green Brand Love—an intense emotional attachment—is a significantly stronger predictor of high-value behaviors than cognitive satisfaction. Third, consumer loyalty has shifted from passive repurchase intention to Active Evangelism and E-Vocacy (Electronic Advocacy). The study proposes an Integrated Green Signaling Model that positions Green Trust as a cognitive gateway to Green Brand Love, moderated by Tech-Anxiety. This framework advances prior S-O-R models by explicitly linking signalling efficacy to affective pathways, offering a robust theoretical roadmap for future research in developing markets characterised by infrastructural constraints.
Cultivating Sustainable Tourism Technopreneurs: A Serial Mediation Analysis of AI-Augmented Ideation and Business Model Innovation in Vocational Education Arifin, Asyam Faris Khoirul; Ibrahim, Hammam Rizky; Mubarok, Muadzin Nur; Setiyani, Shinta; Sakova, Megha
Journal of Tourism, Hospitality and Travel Management Vol. 4 No. 1 (2026)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jthtm.v4i1.470

Abstract

The rapid smartization of the tourism industry, driven by generative artificial intelligence (AI), has redefined the competencies required for future technopreneurs, yet the mechanism through which digital preparedness translates into sustainable outcomes remains under-researched in vocational contexts. This study proposes and tests a serial mediation model examining the interplay between digital foundations (literacy and self-efficacy), AI-augmented Ideation, ethical awareness, and sustainable business model innovation (SBMI). Utilizing a quantitative approach, data were collected from 200 vocational tourism students in Indonesia and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that digital literacy and AI self-efficacy significantly drive technopreneurial readiness only when sequentially mediated by creative Ideation and strategic filters. Specifically, the path from AI-augmented Ideation to technopreneurship is optimized through the serial role of Ethical AI Awareness and SBMI, illustrating that technological efficiency must be balanced with normative responsibility and value reconfiguration. These findings have critical implications for vocational higher education, suggesting that curricula must move beyond technical training to foster the ethical and strategic capabilities necessary for a resilient, green hospitality ecosystem.
A Comprehensive Bibliometric Review of Business Model Innovation in Entrepreneurial Economics Literature Judijanto, Loso; Antoni, Antoni; Firdaus, Firdaus; Sakova, Megha; Tamba, Dang Panagaman
The Es Economics and Entrepreneurship Vol. 4 No. 03 (2026): The Es Economics And Entrepreneurship (ESEE)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esee.v4i03.987

Abstract

This study provides a comprehensive bibliometric review of Business Model Innovation (BMI) within the field of entrepreneurship economics, aiming to map the intellectual structure, research evolution, and emerging trends. Using the Scopus database, relevant publications from 2000 to 2026 were systematically collected and analyzed through bibliometric techniques, including co-authorship, citation, and keyword co-occurrence analysis, with visualization supported by VOSviewer. The results reveal a significant increase in BMI-related publications, particularly in the last decade, indicating growing scholarly attention to innovation-driven entrepreneurship. The author collaboration network shows a fragmented structure, suggesting limited integration across research communities. Country analysis highlights the dominance of developed economies, while contributions from developing regions remain relatively low. Citation analysis identifies foundational works related to business ecosystems and value creation, alongside emerging studies focusing on digital transformation, sustainability, and circular economy. Furthermore, keyword analysis demonstrates that BMI research is centered around innovation and economics, with recent trends shifting toward sustainability and digitalization. This study contributes by offering a structured overview of BMI literature, identifying research gaps, and providing directions for future research, particularly in interdisciplinary integration and the inclusion of diverse economic contexts.
Co-Authors Agus Rahayu Antoni Antoni Arifin, Asyam Faris Khoirul Firdaus Firdaus Ibrahim, Hammam Rizky Judijanto, Loso Leo, Gundur Lili Adi Wibowo Mubarok, Muadzin Nur Puspo Dewi Dirgantari Setiyani, Shinta Sutrisno, Rivan Tamba, Dang Panagaman