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All Journal Cakrawala : Management Science Journal
Putri Wulandari
Universitas Binawan
Economics, Econometrics & Finance

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Analysis of Indonesian Freelancers' Strategies in Using The Upwork Platform Daffa Malik Fadlurrahman; Putri Wulandari; Muhammad Arif Abdul Hakim; Andri Waskito
CAKRAWALA : Management Science Journal Vol. 2 No. 3 (2026): Cakrawala: Management Science Journal - January
Publisher : Yayasan Edukasi Cakrawala Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63541/ex3e3m19

Abstract

This study aims to determine the strategies of Indonesian freelancers in facing competition, threats of fraud, and the use of Connect on the Upwork platform. This study is a qualitative study with a descriptive approach using data collection techniques through interviews, observation, and documentation. The data obtained were then analyzed using qualitative data analysis techniques through the stages of data reduction, data presentation, and conclusion drawing/verification. This study was conducted on Indonesian freelancers who are active on the Upwork platform and spread across various regions. Based on the results of the field research, the author concludes that Indonesian freelancers have developed specific strategies to deal with the challenges of global competition, the risk of fraud from clients, and the limitations of the Connect system. The strategies implemented include profile optimization, focusing on proposal content and digital portfolios for personal branding, leveraging online communities to disseminate information and raise awareness about fraud schemes, and managing Connect wisely to enhance project application efficiency. These methods serve as adaptive mechanisms to improve the effectiveness of online freelance work and promote the development of a safer and more competitive digital work environment.
The Role of Artificial Intelligence in Personalizing Customer Experience: Evidence from E-Commerce Andri Waskito; Putri Wulandari; Alwa Pascaselnofra Amril
CAKRAWALA : Management Science Journal Vol. 3 No. 1 (2026): Cakrawala: Management Science Journal - Mei
Publisher : Yayasan Edukasi Cakrawala Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63541/yk3w0218

Abstract

Perkembangan Artificial Intelligence (AI) telah mentransformasi ekosistem e-commerce, khususnya dalam personalisasi pengalaman pelanggan. Penelitian ini bertujuan menganalisis peran AI dalam meningkatkan personalisasi customer experience pada platform e-commerce Indonesia serta mengidentifikasi dimensi-dimensi kritis yang memediasi hubungan tersebut. Pendekatan kuantitatif dengan desain survei cross-sectional kausal digunakan, melibatkan 500 pengguna aktif e-commerce yang dipilih melalui stratified random sampling. Analisis dilakukan menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) melalui SmartPLS 4.0. Hasil menunjukkan bahwa personalisasi AI berpengaruh positif dan signifikan terhadap Customer Experience Quality (β = 0,421; p < 0,001), dengan Recommendation Accuracy (β = 0,318; p < 0,001) sebagai dimensi dominan, diikuti Dynamic Pricing Intelligence (β = 0,187; p < 0,001). Customer Experience Quality terbukti memediasi secara parsial hubungan antara personalisasi AI dan Purchase Intention (β = 0,225; p < 0,001). Penelitian ini berkontribusi melalui pengembangan model integrasi AI-Customer Experience yang kontekstual pada ekosistem e-commerce Indonesia.
Co-Authors Alwa Pascaselnofra Amril Andri Waskito Daffa Malik Fadlurrahman Muhammad Arif Abdul Hakim