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Furqon Syarief Hidayatulloh
Institut Pertanian Bogor, Bogor, Indonesia
Economics, Econometrics & Finance

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Live Streaming and Short Video Marketing in E-Commerce: an AISAS Model Analysis Ananda Desmayonda; Alim Setiawan Slamet; Jono M. Munandar; Furqon Syarief Hidayatulloh
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.8407

Abstract

In recent years, the development of digital technology has driven significant changes in Indonesian consumption patterns, as reflected in the widespread use of e-commerce as a primary shopping platform. This study aims to examine the influence of live streaming and short video marketing on consumer behavior stages based on the AISAS (Attention, Interest, Search, Action, Share) model. The study involved 312 respondents who were active users of e-commerce platform XYZ in the Greater Jakarta area, selected through a purposive sampling technique. The research instrument was an online questionnaire that met the validity and reliability criteria. Data were analyzed using the Structural Equation Modeling (SEM) approach based on Partial Least Squares (PLS) with SmartPLS version 4.0 software. The results show that both live streaming and short video marketing have a positive and significant influence on all stages of the AISAS model. These findings indicate that interactive, visually oriented marketing strategies can effectively enhance attention, stimulate interest, encourage information searches, and drive purchase and sharing decisions on e-commerce platforms.
The Effect of Artificial Intelligence Implementation on Digital Governance Performance Mediated by Digital Infrastructure and Human Resource Competence Dimas Andianto; Furqon Syarief Hidayatulloh; Amiruddin Saleh
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.8501

Abstract

This study aims to analyze the role of Artificial Intelligence (AI), human resource (HR) competence, and digital infrastructure in supporting the performance of Digital Governance in Indonesia. The results indicate that HR competence and digital infrastructure have a significant direct influence on Digital Governance performance, with HR competence being the most dominant factor. Meanwhile, AI implementation does not have a significant direct effect but exerts an indirect impact through the mediation of HR competence and digital infrastructure. These findings emphasize the importance of a systemic approach to improving Digital Governance performance by optimizing AI utilization supported by competent human resources and reliable infrastructure. This study contributes both theoretically and practically to supporting digital transformation in the public sector and provides a basis for evidence-based policy formulation toward more effective, efficient, and sustainable governance.
Co-Authors Alim Setiawan Slamet Amiruddin Saleh Ananda Desmayonda Dimas Andianto Jono M. Munandar