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All Journal Jurnal Ekonomi, Teknologi dan Bisnis Journal of Strategic Marketing and Applied Economics
Elsa Islammia Pasha
Sekolah Tinggi Agama Islam Kuningan
Humanities Astronomy Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences

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Researching How AI Works Marketing Influence Trust Consumers In Two Culture Different Elsa Islammia Pasha
Journal of Strategic Marketing and Applied Economics Vol. 1 No. 2 (2025): Journal of Strategic Marketing and Applied Economics
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jsmae.v1i2.6

Abstract

Development rapidly intelligence artificial intelligence (AI) in digital marketing strategy has bring up challenge new in understand dynamics trust consumer cross culture . In an increasingly global context connected , important For evaluate How perception consumer to use of AI in marketing different between culture , especially related with aspect privacy , personalization , and transparency . Article This aim For research influence use of AI in marketing to trust consumers in two culture different , namely culture individualistic ( United States ) and culture collectivism (Indonesia). Research This use approach quantitative with method survey , involving 400 respondents who were divided equally between the two countries . The instruments used is questionnaire closed with Likert scale for measure perception trust , AI transparency , and value culture consumers . Data analysis was carried out using Structural Equation Modeling (SEM) to test connection between variables . The results show that AI in marketing own influence positive to trust consumers , however mediated in a way significant by value culture . Consumers in culture individualistic more value personalization and data control , while consumers in culture collectivistic more influenced by opinion social and trust institutional findings​ This give outlook important for global companies for adjust marketing strategy AI -based according to with context target culture .​
Business Model Innovation Strategy To Increase Business Resilience In The Retail Sector In The Era Of Digital Disruption (Case Study In 2023) Elsa Islammia Pasha
Jurnal Ekonomi Teknologi dan Bisnis (JETBIS) Vol. 2 No. 12 (2023): Jurnal Ekonomi, Teknologi dan Bisnis
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/y9m60y37

Abstract

The global retail sector is undergoing a fundamental transformation due to digital disruption, which is changing consumer behavior and demanding adaptation of business models. Business resilience is critical in this era, where companies must be able to innovate to survive and grow. Business Model Innovation (BMI) is emerging as a key strategy to meet these challenges, especially in the context of increasingly complex competition post-pandemic. This study aims to identify the forms of BMI adopted by retail companies in 2023, analyze their contribution to business resilience, and formulate a BMI strategic framework to improve business resilience in the retail sector. The study used a qualitative approach with a holistic single case study design on one national retail company in Indonesia. Data is collected through in-depth interviews, observations, and document studies, thematically analyzed with the help of NVivo or Atlas.ti software. The implementation of BMI through the integration of omnichannel strategies, data-driven personalization, the development of multiple revenue streams, and the development of a digital ecosystem has been proven to increase business resilience. This innovation increases operational agility, customer engagement, and competitive advantage. BMI's strategy is effective in building retail business resilience in the digital era. The implication is that business actors need to integrate digital technology, agile business models, and a culture of innovation to achieve sustainable resilience.
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