Abstract:This study develops a practical framework for evaluating AI-generated brand visuals in a marketing communication context. Using a qualitative case study of an Indonesian sustainable startup (I-NewBee), the research employs…
ys photo-elicitation interviews to compare consumer evaluations of brand assets generated by three text-to-image tools (Midjourney, Neural Love AI, and Leonardo AI). Twelve target-market participants assessed anonymized visual sets (A/B/C) produced under a standardized prompt structure, using a semi-structured protocol informed by attention-stage cues from the AISAS model. Expert input from a visual communication design practitioner was used to triangulate judgments on visual quality and brand fit. Data were analyzed through iterative coding and thematic synthesis to identify recurring evaluation dimensions and decision cues. The findings suggest that perceived brand fit is shaped by visual realism, compositional clarity, brand-consistent signals, and message interpretability, while prompt ambiguity and inconsistent visual cues reduce credibility. The paper contributes an actionable evaluation framework expressed as evaluation dimensions and prompt-design considerations for startups seeking to deploy generative AI responsibly in brand communication
Abstract:This study aims to analyze the interpretations, behaviors, and preferences of gold investment among civil servants (PNS) of the South Sulawesi Provincial Government in facing economic volatility and inflation. Using a descriptive…
scriptive qualitative method with a case study approach, this study collected data through in-depth interviews with 13 informants consisting of active civil servants, retirees, and financial practitioners, supported by secondary data analysis. The results show that PNS interpretations of gold are multidimensional, namely as an effective life buffer and hedge against inflation, as well as an instrument for fulfilling cultural obligations (uang panai' and siri'). This study found a transformation in investment behavior from gold jewelry to gold bars and digital savings, driven by mental accounting mechanisms through payroll deduction systems to discipline spending. In conclusion, the local culture of Bugis-Makassar interacts dynamically with modern financial literacy, creating a hybrid investment pattern supported by sharia compliance and the integration of regional banking technology.
Abstract:This study examines the influence of knowledge management on employee competencies at PT. Semen Indonesia Unit Tonasa. Knowledge management, encompassing knowledge creation, storage, sharing, and application, plays a crucial…
cial role in enhancing employee knowledge, skills, and attitudes. Employing a quantitative approach, data were collected through structured questionnaires and analyzed using Structural Equation Modeling (SEM). The findings reveal a significant positive relationship between knowledge management and employee competencies, with a path coefficient of 0.512 and a t-statistic of 7.245. Among the dimensions, knowledge sharing emerged as the strongest contributor to competency development, fostering collaboration and collective learning. Employees reported significant improvements in technical expertise, problem-solving skills, and adaptability. However, challenges such as resistance to change, uneven participation, and resource constraints were identified as barriers to the full implementation of knowledge management initiatives. This study underscores the importance of structured knowledge management practices in developing a skilled and adaptable workforce. Practical recommendations include fostering a knowledge-sharing culture, addressing resistance to change, promoting inclusive participation, and investing in knowledge management systems. These insights are expected to contribute to the academic literature and provide actionable strategies for organizational development
Abstract:This study aims to examine the influence of marketing content dimensions—namely product content, service content, advertising content, and brand culture—on customer loyalty toward Spotify, which encompasses cognitive, affective,…
, affective, conative, and action loyalty. A quantitative research approach was employed, utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) and bootstrapping techniques, with data collected from 145 Spotify users through an online survey. The findings reveal that not all marketing content dimensions exert a significant impact on every facet of customer loyalty. Service content and brand culture emerged as the most influential factors in driving action and conative loyalty, whereas product content predominantly affected cognitive and affective loyalty. This research underscores the critical need for tailored content strategies to effectively foster specific types of customer loyalty within the digital streaming service context. The managerial implications of these results provide a foundation for developing more effective, user experience-oriented marketing content strategies.
Abstract:This study examines the influence of organizational learning on employee competencies at PT. Semen Indonesia Unit Tonasa. In the context of intense market competition and rapid technological change, fostering continuous…
learning has become critical for organizations to enhance workforce adaptability and innovation. Organizational learning dimensions—such as personal mastery, shared vision, team learning, mental models, and systems thinking—were analyzed for their contribution to employee competencies, including knowledge, skills, and attitudes. A quantitative approach using Structural Equation Modeling (SEM) revealed a significant positive relationship between organizational learning and competencies, with a path coefficient of 0.465 and a t-statistic of 6.434. The findings underscore the role of organizational learning in improving employee collaboration, problem-solving, and strategic thinking. However, challenges like resistance to change, unequal participation, and resource limitations were identified as barriers. Addressing these issues through leadership commitment, inclusive participation, and resource optimization can amplify the impact of learning initiatives.
Abstract:This study aims to explore the relationship between consumer-based brand equity and brand loyalty, with an emphasis on the mediating role of customer satisfaction in the specific context of the cake shop segment within the…
he restaurant industry. Employing Structural Equation Modeling (SEM) through LISREL, this research analyzes data collected from customers of Browcyl’s cake shops in Makassar. The model focuses on examining the impact of five dimensions of consumer-based brand equity on customer satisfaction and, subsequently, on brand loyalty. The results indicate that three out of the five dimensions of consumer-based brand equity significantly and positively influence customer satisfaction. In turn, customer satisfaction has a strong, positive impact on brand loyalty. This highlights the pivotal role of certain brand equity elements in enhancing customer satisfaction, which is a key driver of brand loyalty in the cake shop sector. The study offers valuable insights for practitioners in the restaurant industry, particularly in the cake shop sector. It suggests that focusing on specific aspects of brand equity can significantly improve customer satisfaction, leading to increased brand loyalty. This provides a strategic direction for cake shop owners and marketers to strengthen their brand equity in ways that resonate with their customers.
Abstract:The purpose of this research is to analyze the direct and indirect relationship between green perceived quality, green perceived value, green perceived risk, green purchase intention, and green purchase behavior. This study…
udy examines the mediating role of green purchase intention in the relationship between the orientation of green perceived quality, green perceived value, green perceived risk, and green purchase behavior. This research is included in the mixed method research where both quantitative and qualitative are used. The research method used in this research is an unbalanced mixed method (concurrent embedded design) conducted on farmers in Mulyoagung Village. The research sample was taken using the quota sampling method with the sample size calculator as the method for determining the number of samples. Data collection was carried out online through a questionnaire form for 2 months on 219 farmers in Mulyoagung Village. Data analysis in this study used SEM-PLS assisted by SmartPLS 3.3.3 software. as well as for qualitative research using documentation and interviews. The results of the study show that there is a direct and indirect relationship between green perceived quality, green perceived value, green perceived risk, green purchase intention, and green purchase behavior. Not only that, there is a mediating role of green purchase intention in the relationship between the orientation of green perceived quality, green perceived value, green perceived risk, and green purchase behavior. This research is also supported by the qualitative results obtained from several predetermined informants. there is a mediating role of green purchase intention in the relationship between the orientation of green perceived quality, green perceived value, green perceived risk, and green purchase behavior. This research is also supported by the qualitative results obtained from several predetermined informants. there is a mediating role of green purchase intention in the relationship between the orientation of green perceived quality, green perceived value, green perceived risk, and green purchase behavior. This research is also supported by the qualitative results obtained from several predetermined informants).
Abstract:Perkembangan pesat teknologi Artificial Intelligence (AI) telah mengubah lanskap pendidikan tinggi secara signifikan, terutama dengan hadirnya tutor virtual berbasis AI yang mampu memberikan umpan balik cepat, tepat, dan…
personal. Analisis Real merupakan salah satu mata kuliah yang paling menantang dalam program pendidikan matematika karena sifat abstraknya sering menyebabkan rendahnya self-efficacy mahasiswa. Penelitian ini bertujuan menganalisis pengaruh pemanfaatan AI sebagai tutor virtual terhadap self-efficacy mahasiswa Pendidikan Matematika Universitas Asahan yang menempuh mata kuliah Analisis Real. Penelitian menggunakan pendekatan kuantitatif dengan desain quasi-experimental one-group pretest-posttest, melibatkan 15 mahasiswa yang dipilih melalui purposive sampling. Instrumen angket self-efficacy dikembangkan berdasarkan tiga dimensi Bandura (magnitude, strength, generality), divalidasi melalui expert judgment dengan Cronbach’s Alpha sebesar 0,84. Hasil analisis deskriptif menunjukkan peningkatan rata-rata skor self-efficacy dari 65,67 (pre-test, kategori sedang) menjadi 79,93 (post-test, kategori tinggi), dengan peningkatan sebesar 21,7%. Uji Wilcoxon Signed-Rank Test menghasilkan nilai Z = −3,408 dengan p-value = 0,001 (p < 0,05), yang mengkonfirmasi terdapat perbedaan signifikan self-efficacy mahasiswa sebelum dan sesudah intervensi enam minggu menggunakan AI tutor virtual.
The rapid development of Artificial Intelligence (AI) technology has significantly transformed higher education, particularly through AI-based virtual tutors capable of providing fast, precise, and personalized feedback. Real Analysis, one of the most challenging mathematics education courses, frequently causes low self-efficacy among students due to its abstract nature and demands for formal proof-writing. This study examines the effect of utilizing AI as a virtual tutor on self-efficacy of mathematics education students at Universitas Asahan. A quantitative quasi-experimental one-group pretest-posttest design was employed with 15 students selected via purposive sampling. The self-efficacy questionnaire was based on Bandura’s three dimensions: magnitude, strength, and generality, validated by expert judgment with Cronbach’s Alpha coefficient of 0.84. Descriptive analysis results showed an increase in mean self-efficacy scores from 65.67 (pre-test, moderate category) to 79.93 (post-test, high category), representing a 21.7% improvement. The Wilcoxon Signed-Rank Test yielded Z = −3.408 with p-value = 0.001 (p < 0.05), confirming a significant difference in student self-efficacy before and after the six-week AI virtual tutor intervention.
Abstract:Equivalency education is one of the nonformal education services that plays an important role in expanding educational access for individuals who are unable to complete formal education. The success of equivalency education…
ion programs is determined not only by the availability of educational access but also by learners’ participation in the learning process. This study aims to analyze the strengthening of educational access and learner participation through the equivalency education program at PKBM Minda Utama, Bandung City. The study employed a qualitative approach using a case study method. Data were collected through in-depth interviews, observations, and document analysis involving PKBM managers, tutors, and learners. Data analysis was conducted using the interactive model of Miles, Huberman, and Saldaña, consisting of data condensation, data display, and conclusion drawing. The findings indicate that educational access was strengthened through flexible learning schedules, simplified administrative requirements, and continuous program socialization to the community. Learner participation was reflected in active engagement during learning activities, supported by communicative, contextual, and needs-based learning approaches. The success of the program was supported by managerial commitment, tutor competence, and increasing public awareness of the importance of education, while economic constraints, work demands, and limited facilities remained challenges. The study concludes that educational access and learner participation are interrelated dimensions that determine the success of equivalency education programs. Therefore, strengthening both dimensions should be viewed as an integrated effort to improve the effectiveness of equivalency education and support lifelong learning
Abstract:Abstract This study aims to analyze the implementation of the Integrated Licensing Service Information System (SIPINTER) at the Investment and One-Stop Integrated Services Office (DPMPTSP) of Tangerang Regency. The research…
earch is grounded in issues of low institutional responsiveness in following up on complaints, mismatches between actual service completion time and the Standard Operating Procedure (SOP), and uneven public socialization of the system. This study employs a descriptive method with a qualitative approach, using 3-dimensional e-government success model, namely Support, Capacity, and Value, as the analytical framework. Data were collected through field observation, regulatory documentation review, and in-depth interviews. The findings indicate that the Support dimension is backed by strong political will, allocated funding, and multi-channel socialization that has driven growth in registered users, though technical assistance responsiveness outside office hours remains weak. The Capacity dimension shows adequate human resources and staff competence, but the technological infrastructure remains prone to disruptions such as OTP delivery failures and server downtime. The Value dimension has produced tangible benefits in efficiency and service transparency, yet this value is undermined by document processing delays exceeding SOP standards, driven by a "digital red tape" practice among internal verification officers. This study recommends strengthening online technical support and adopting contingency resource mechanisms to improve service.
Keywords: SIPINTER, e-government, licensing service, DPMPTSP, Support-Capacity-Value model
Abstrak
Penelitian ini bertujuan untuk menganalisis Penerapan Sistem Informasi Pelayanan Perizinan Terpadu (SIPINTER) di Dinas Penanaman Modal dan Pelayanan Terpadu Satu Pintu (DPMPTSP) Kabupaten Tangerang. Latar belakang penelitian ini didasari oleh masih rendahnya responsivitas instansi dalam menindaklanjuti laporan, ketidaksesuaian durasi penyelesaian layanan dengan Standar Operasional Prosedur (SOP), serta sosialisasi yang belum merata kepada masyarakat. Penelitian menggunakan metode deskriptif dengan pendekatan kualitatif, dengan analisis berlandaskan model keberhasilan e-government tiga dimensi yaitu Support, Capacity, dan Value. Hasil penelitian menunjukkan bahwa dimensi Support telah didukung oleh political will yang kuat, alokasi anggaran, dan sosialisasi multikanal yang mendorong pertumbuhan pengguna terdaftar, namun masih lemah dalam responsivitas bantuan teknis di luar jam kerja. Dimensi Capacity menunjukkan kecukupan sumber daya manusia dan kompetensi petugas, tetapi infrastruktur masih rentan mengalami gangguan teknis seperti kegagalan pengiriman OTP dan server down. Dimensi Value menghasilkan manfaat nyata berupa efisiensi dan transparansi pelayanan, namun nilainya terdegradasi akibat keterlambatan penyelesaian dokumen yang melampaui SOP, yang dipicu oleh praktik birokrasi digital (digital red tape) di tingkat verifikator internal. Penelitian ini merekomendasikan penguatan dukungan teknis daring serta penerapan mekanisme kontingensi sumber daya untuk meningkatkan layanan.
Kata Kunci: SIPINTER, e-government, pelayanan perizinan, DPMPTSP, model Support-Capacity-Value