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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis International Journal of Islamic Business and Management Review
Made Juliasa
Universitas Mahasaraswati Denpasar, Bali
Arts Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Social Sciences Other

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Smart Branding: Integration Of AI In The Marketing Strategy Of Bali MSME Cultural Products Made Setini; Made Juliasa
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 1 (2026): Januari
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i1.9916

Abstract

The development of Artificial Intelligence (AI) technology has provided a great opportunity for culture-based Micro, Small, and Medium Enterprises (MSMEs) to strengthen their marketing strategies in the digital era. This study aims to analyze the influence of AI Integration on marketing performance with smart branding as a mediating variable, as well as examine the role of cultural brand identity in strengthening the competitiveness of cultural MSME brands in Bali. Using an explanatory quantitative approach, data was collected through a survey of 150 cultural MSME actors who actively use digital media. The analysis was carried out using Partial Least Squares–Structural Equation Modeling (PLS-SEM) through the SmartPLS 4 application. The results of the study show that AI Integration has a significant positive effect on smart branding, which further improves cultural brand identity and marketing performance. These findings confirm that AI not only serves as an automation tool, but also as a strategic enabler in connecting local cultural values with the needs of modern markets. Furthermore, smart branding has proven to be a bridge between technological capabilities and the preservation of cultural values, strengthening brand image and customer loyalty. Theoretically, this study expands the application of Dynamic Capability Theory by affirming AI as a new form of dynamic capability in culture-based brand management. Practically, the results provide guidance for Balinese cultural MSMEs in optimizing AI to create an adaptive, authentic, and sustainable branding strategy.
Green Innovation and Green Purchase Intention: Consumer Innovativeness as Moderator Milla Permata Sunny; Gede Suardana; Made Juliasa
International Journal of Islamic Business and Management Review Vol. 6 No. 2 (2026)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijibmr.v6i2.1971

Abstract

This study examines whether green marketing innovation and product innovation influence green purchase intention and whether consumer innovativeness strengthens these relationships in Denpasar's culinary sector. A quantitative survey of 120 consumers was analysed using partial least squares structural equation modelling (PLS-SEM). The measurement model met the reported reliability and validity criteria, with outer loadings above 0.70, composite reliability above 0.70, average variance extracted above 0.50, and HTMT values below 0.90. The structural model explained 67.2% of the variance in green purchase intention and showed positive predictive relevance (Q² = 0.481). Green marketing innovation (β = 0.286, p < 0.001) and product innovation (β = 0.361, p < 0.001) significantly increased green purchase intention. Consumer innovativeness significantly strengthened both relationships (β = 0.173, p = 0.014; β = 0.196, p = 0.004). The findings extend Diffusion of Innovation theory by demonstrating that sustainability-oriented innovation becomes more effective when consumers are more receptive to new products and ideas.
Co-Authors Gede Suardana Milla Permata Sunny Setini, Made