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All Journal Aptisi Transactions on Management Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Fery Hernaningsih
Universitas Mohammad Husni Thamrin
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Gen Z Consumer Self Protection Against AI Algorithm Manipulation in E-Commerce Ependi Ependi; Mona Karina; Fery Hernaningsih; Hasan Basri; Archa Erica
APTISI Transactions on Management (ATM) Vol 10 No 3 (2026): ATM (APTISI Transactions on Management: September)
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/7mh3jm73

Abstract

AI integration in e-commerce has significantly impacted consumer decision-making through tailored algorithms. Research Gap However, existing literature heavily focuses on quantitative acceptance models in Western contexts, leaving a significant gap in understanding how emerging market consumers, particularly Generation Z students, actively exercise autonomy against non-transparent AI practices and algorithmic manipulation. This study explores the self-protection strategies of Generation Z consumers in Jakarta navigating AI-driven platforms. Methodology Utilizing a Grounded Theory Approach, data were gathered through in-depth interviews with 11 participants to construct an inductive framework. Review & Theoretical Contribution The research introduces the Theory of Consumer Digital Self-Protection and the Capability-Trust-Context (CTC) Adaptation Model, demonstrating that digital self-protection is an adaptive, multidimensional process driven by cognitive capacity, trust mechanisms, and behavioral control. Practical Implications for HEIs. The findings highlight critical implications for Higher Education Institutions (HEIs) to advance SDG 4 (Quality Education) by integrating critical algorithmic literacy and AI ethics into university curricula, thereby empowering students to maintain decision-making autonomy in an AI-dominated digital economy.
The Impact of E-Commerce Adoption and Digital Capability on MSME Business Sustainability: The Mediating Role of Business Innovation Fery Hernaningsih; Chairul Hakim
Ilmu Ekonomi Manajemen dan Akuntansi Vol. 7 No. 1 (2026): Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/ileka.v7i1.3479

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting national economic growth, job creation, and community welfare. E-commerce adoption and digital capability have become important factors in enhancing MSMEs’ competitiveness, while business innovation plays a crucial role in creating added value and supporting long-term business sustainability. This study aims to analyze the influence of e-commerce adoption and digital capability on MSME business sustainability through business innovation as an intervening variable.This study employed a quantitative approach using a survey method. Data were collected through questionnaires based on a five-point Likert scale distributed to 150 food and beverage MSME owners in the Greater Jakarta area (Jabodetabek) who had utilized digital platforms in their business activities. The sampling technique used was purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4 software. The results indicate that e-commerce adoption has a positive and significant effect on business innovation (β = 0.382; p < 0.001), while digital capability has a positive and significant effect on business innovation (β = 0.471; p < 0.001). E-commerce adoption (β = 0.214; p = 0.004) and digital capability (β = 0.269; p = 0.001) also have positive and significant effects on MSME business sustainability. Furthermore, business innovation has a positive and significant effect on MSME business sustainability (β = 0.487; p < 0.001). Business innovation acts as a significant mediator, while the research model explains 68.7% of the variance in business innovation and 76.4% of the variance in MSME business sustainability.
Co-Authors Archa Erica Chairul Hakim Ependi Ependi Hasan Basri Mona Karina