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All Journal Digismantech (Jurnal Program Studi Bisnis Digital)
Derick Raditya
Universitas Bunda Mulia
Computer Science & IT Social Sciences Other

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Studi Eksploratif Strategi dan Praktik Kemitraan antara Influencer dan Brand di Indonesia Reynard Justino Nehemia Makarawung; Agung Stefanus Kembau; Julius Sutrisno; Devi Yurisca Bernanda; Derick Raditya
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 5, No 1 (2025): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v5i1.8372

Abstract

Penelitian ini bertujuan untuk mengeksplorasi strategi dan praktik kolaborasi antara influencer dan merek di Indonesia, mengingat pertumbuhan pesat digital marketing dan peran penting influencer dalam membangun kepercayaan konsumen. Dengan menggunakan pendekatan eksploratif, data dikumpulkan melalui wawancara semi-terstruktur terhadap 18 influencer dari berbagai niche seperti kecantikan, gaya hidup, fitness, game, dan petualangan. Temuan menunjukkan bahwa motivasi utama influencer berasal dari passion pribadi, keinginan membangun personal branding, serta keterlibatan emosional dengan audiens. Influencer menekankan pentingnya konten yang autentik dan relevan, serta kolaborasi yang didasarkan pada komunikasi terbuka dan nilai bersama. Tantangan utama yang dihadapi adalah ekspektasi merek yang tidak realistis dan kurangnya pemahaman terhadap gaya komunikasi influencer. Penelitian ini memberikan kontribusi teoritis bagi literatur pemasaran digital serta implikasi praktis untuk pengelolaan kemitraan influencer-brand di Indonesia.
AI Literacy, Readiness, and Ecosystem Support in Student AI Adoption Agung Stefanus Kembau; I Gede Wisnu Satria Chandra Putra; Felliks Feiters Tampinongkol; Derick Raditya
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 5, No 2 (2025): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v5i2.9218

Abstract

Artificial intelligence has rapidly become a routine part of students’ academic workflows, reshaping how they learn, create, and complete tasks. This study examines the extent to which AI literacy and AI readiness influence AI adoption among university students, and whether an AI-supportive learning climate strengthens these relationships. Using data from 187 students in Jakarta, the research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate both direct and moderating effects. The findings show that AI readiness is the strongest predictor of AI adoption, highlighting the importance of psychological preparedness, confidence, and openness toward AI tools. AI literacy also demonstrates a significant positive effect, suggesting that conceptual understanding, functional skills, and critical evaluation abilities are essential to meaningful AI integration. Furthermore, an AI-supportive learning climate positively moderates both relationships, indicating that institutional and instructional encouragement amplify the translation of literacy and readiness into actual adoption behavior. To enrich interpretation, the study also presents descriptive evidence of students’ primary purposes for using AI, which are largely tied to core academic activities such as completing assignments and understanding difficult concepts. Despite its contributions, the study is limited by its cross-sectional design, reliance on self-reported data, and focus on an urban sample. These limitations restrict causal inference and may not fully capture the diverse conditions across Indonesian higher education. Future research should incorporate longitudinal designs, broader regional samples, and mixed-method approaches to capture evolving patterns of AI engagement. Overall, the study contributes to a deeper understanding of how individual capabilities and supportive environments jointly shape AI adoption in higher education
Co-Authors Agung Stefanus Kembau Bernanda, Devi Yurisca Felliks Feiters Tampinongkol I Gede Wisnu Satria Chandra Putra Julius Sutrisno Reynard Justino Nehemia Makarawung