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All Journal Berkala Ilmiah Pendidikan Economics and Business Journal
Razak, Annisa Zhalila
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

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Human Resource Management Transformation in The Digital Era: Innovations and Challenges In Startups Anwar, Nursyam; Razak, Annisa Zhalila; Muhammad, A Fadel; Sukiman; Hamsyah
Economics and Business Journal (ECBIS) Vol. 3 No. 3 (2025): March
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v3i3.204

Abstract

The digital disruption era has significantly impacted startups, requiring them to adopt innovative Human Resource Management (HRM) strategies to remain competitive. This study examines HRM technology adoption, including AI-based recruitment, cloud-based HRIS, and digital collaboration tools, and the challenges that hinder their full implementation. Despite the benefits, budget constraints, lack of managerial support, and low digital competencyremain major obstacles. Using a qualitative descriptive approach, data were collected from Indonesian startups through in-depth interviews, observations, and document analysis. Findings indicate that startups with clear digital transformation roadmaps, strong leadership engagement, and structured employee training programs are more successful in integrating HRM technology. However, many startups still rely on manual HR processes, limiting efficiency and innovation. This study highlights that HRM should be a strategic function rather than an administrative task, focusing on technology-driven efficiency, digital upskilling, and cultural adaptation. To ensure sustainable growth, startups must prioritize digital innovation, workforce development, and managerial commitment in their HRM transformation.
Evolution of Technology Management in Human Resource Development: a Qualitative Perspective on Start-Up Companies Sukiman; Pering, I Gede Arya; Muhammad, A Fadel; Razak, Annisa Zhalila; Rostini
Economics and Business Journal (ECBIS) Vol. 2 No. 6 (2024): September
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v2i6.213

Abstract

This study investigates the role of technology management in human resource management (HRM) within start-up companies in Indonesia. Focusing on start-ups that have been operating for at least three years and employ a minimum of 20 personnel, the research utilizes a qualitative descriptive approach. Primary data was collected through in-depth interviews with HR managers, company executives, and employees, while secondary data was sourced from company documents and participatory observation. The findings show that the adoption of technology, particularly Human Resource Management Systems (HRMS) and Learning Management Systems (LMS), has improved HR processes, including recruitment, training, and performance management. However, challenges remain, such as digital literacy issues, cost constraints, and the misalignment of technology with organizational culture. While technology enhances operational efficiency, it cannot replace essential face-to-face interactions that contribute to a strong organizational culture. The study suggests that start-ups must customize technology solutions to better align with their specific needs and culture. This research provides valuable insights into the integration of technology in HRM and offers recommendations for overcoming the challenges start-ups face in leveraging technology effectively
Human Resources as Brand Ambassador: a Qualitative Approach to Building Customer Loyalty Rostini; Razak, Annisa Zhalila; Muhammad, A Fadel; Sukiman; Hamsyah
Economics and Business Journal (ECBIS) Vol. 3 No. 4 (2025): May
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v3i4.214

Abstract

In an increasingly competitive business world, building customer loyalty does not solely depend on product quality but also on interactions that foster trust and emotional connection. This study explores the role of Human Resources (HR) as Brand Ambassadors in enhancing customer loyalty through a qualitative approach. The research method employed is a case study, utilizing in-depth interviews, participatory observation, and document analysis as data collection techniques.The findings indicate that internal brand ambassadors are more effective than celebrities or influencers as they have a deeper understanding of the product and company values. Direct interaction between internal brand ambassadors and customers creates a more authentic experience, strengthens trust, and enhances brand loyalty. Additionally, value alignment between employees and the company plays a crucial role in the success of this strategy. This study suggests that companies aiming to improve customer loyalty can optimize the role of HR as brand ambassadors. By fostering more personal and authentic interactions, internal brand ambassadors contribute to the development of long-term relationships between customers and brands
Impact of Artificial Intelligence on Academic Literacy among University Students in Indonesia: A Case Study A Fadel Muhammad; Nur Astiana Hidayat Ardi; Nitswat, Nurhaliza; Sri Hardianti Nur; Razak, Annisa Zhalila; Fatjri Nur Tajuddin; Anzar Aquil; Moch. Nur Syahrus Syahbana
Berkala Ilmiah Pendidikan Vol. 5 No. 1 (2025): Berkala Ilmiah Pendidikan
Publisher : Scidac Plus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51214/bip.v5i1.1393

Abstract

The rapid adoption of Artificial Intelligence (AI) tools in higher education has transformed learning practices, prompting concerns about their influence on students’ critical thinking, originality, and independent engagement with academic materials. This study explores the perceived impact of AI on academic literacy among Indonesian university students, with particular attention to critical thinking, originality, and independent learning. Employing a qualitative approach, the study captures students' experiences and perspectives, revealing that while AI tools such as ChatGPT and Grammarly are perceived to enhance learning efficiency, they may also diminish deeper engagement with academic content and critical thinking processes. Many participants reported a tendency to rely on AI-generated summaries, which they associated with reduced independent analysis and creativity. Nevertheless, the findings suggest that when AI tools are integrated with thoughtful pedagogical strategies, they can support the development of academic literacy within ethical boundaries. The study underscores the importance of implementing AI literacy programs and ethical guidelines to foster responsible and reflective use of AI in academic contexts.
Co-Authors A Fadel Muhammad Anwar, Nursyam Anzar Aquil Fatjri Nur Tajuddin Hamsyah Moch. Nur Syahrus Syahbana Muhammad, A Fadel Nitswat, Nurhaliza Nur Astiana Hidayat Ardi Pering, I Gede Arya Rostini Sri Hardianti Nur Sukiman