Journal of Artificial Intelligence and Digital Economy

THE INFLUENCE OF DIGITAL MARKETING, GAMIFICATION, AND BRAND IMAGE ON GEN-Z CONSUMER LOYALITY ON SHOPEE E-COMMERCE PLATFORMS

2025-10-22T17:02:31+00:00

Objective: This study examines the influence of digital marketing, gamification, and brand image on Generation Z consumer loyalty in the Shopee e-commerce platform in Indonesia. As digital natives, Gen-Z consumers prefer interactive, creative, and technology-driven shopping experiences. Method: Using a descriptive quantitative approach, data were collected through an online Likert-scale questionnaire from 100–150 respondents selected via simple random sampling. The Slovin formula was applied to determine sample size. Data analysis employed Structural Equation Modeling-Partial Least Square (SEM-PLS), including tests of validity, reliability, R², f², and bootstrapping. Results: Results show that digital marketing, gamification, and brand image together explain 84.6% of the variance in Gen-Z loyalty. Gamification and brand image significantly affect loyalty, with gamification being the most dominant factor. In contrast, digital marketing has a positive but insignificant effect, indicating that Gen-Z is more selective toward repetitive or impersonal promotional content. Novelty: These findings highlight the importance of interactive features and strong brand image in building sustainable consumer loyalty.

MODERN METHODS OF INCREASING LABOR EFFICIENCY IN ORGANIZATIONS THROUGH ENHANCING HUMAN DIGNITY

2025-10-25T07:01:02+00:00

Objective: This study aims to explore how enterprises, organizations, and institutions—both public and private—manage human resources to achieve greater efficiency and cost-effectiveness while preserving human dignity and enhancing employee potential. Method: The research employs a qualitative analytical approach, drawing from organizational management theories and case studies of enterprises with active primary trade unions to assess their impact on employee performance and workplace conditions. Results: The findings indicate that organizations which prioritize human-centered management practices and establish primary trade unions experience improved legal awareness among employees, enhanced socio-economic welfare, and stronger organizational cohesion. These factors collectively contribute to a more efficient, productive, and positive organizational environment. Novelty: This article offers an integrative perspective linking human dignity, labor relations, and organizational efficiency, emphasizing that sustainable productivity stems not merely from economic incentives but from institutional respect for employees’ rights, participation, and collective representation.

THE EFFECT OF GREEN ORGANIZATIONAL CLIMATE AND GREEN MOTIVATION ON EMPLOYEE GREEN BEHAVIOUR OF COMPANY THROUGH PERCEIVED ORGANIZATIONAL SUPPORT AS AN INTERVENING VARIABLE

2025-10-22T17:04:47+00:00

Objective: This study investigates the direct and indirect effects of Green Organizational Climate (GOC) and Green Motivation (GM) on Employee Green Behaviour (EGB), with Perceived Organizational Support (POS) as a mediator. Method: Using SEM with SmartPLS, findings show that GOC significantly increases POS but does not directly affect EGB; instead, its effect occurs through POS. Results: GM significantly influences EGB directly but not via POS. POS itself strongly predicts EGB, explaining 39.8% of its variance. Novelty: The study highlights POS as a central determinant of EGB, underscoring that green climates must be accompanied by tangible organizational support to foster sustainable employee behaviour.

ANALYSIS OF THE POTENTIAL USE OF ARTIFICIAL INTELLIGENCE, DIVISION OF JOB DESKS AND TEAM COMMUNICATION ON EMPLOYEE PERFORMANCE AT PT. MINA BERKAH SELALU

2025-10-22T17:05:37+00:00

Objective: This study aims to find out and measure how much influence the potential use of Artificial Intelligence, job desk division and team communication on employee performance at PT. Mina Berkah Selalu. Method: This research includes quantitative research using an explanatory research approach. The population in this study is taken from the number of all employees at PT. Mina Berkah Selalu. The sample obtained amounted to 50 respondents with a total sampling data collection technique. Data collection in this study was by observation and distribution of questionnaires measured using the Likert scale. This study uses the Structural Equation Modeling (SEM) analysis method. The data analysis technique used in this study uses PLS (Partial Least Square) version 4.0. Results: The results of this study show that the use of Artificial Intelligence and the division of jobdesks have a positive and significant influence on employee performance. However, team communication has no effect and is not significant to employee performance. Novelty: This study provides empirical evidence on how the integration of Artificial Intelligence and organizational structure (job desk division) can enhance employee performance in a corporate environment, while also identifying that team communication may not always directly impact performance outcomes.

SUSTAINABLE MARKETING STRATEGY BASED ON GREEN ECONOMY AND ENVIRONMENTALLY FRIENDLY PRODUCTS ITS IMPACT ON BUSINESS SUSTAINABILITY IN FAST-MOVING MUSLIM CONSUMER GOODS (FMMCG) SECTOR

2025-10-22T17:06:27+00:00

Objective: This study aims to analyze the impact of sustainable marketing strategy on business sustainability in the Fast-Moving Muslim Consumer Goods (FMCG) sector. Method: Using the resource-based view (RBV) and triple bottom line (TBL) approaches, this study explores how companies can leverage internal resources and integrate sustainability principles to create sustainable competitive advantage. Path analysis is used to test the influence of Environmental Green Product, Green Economy, and Sustainability Marketing Strategy variables on Business Sustainability. Result: The results show that Environmental Green Product and Green Economy have a positive and significant influence on business sustainability, with Green Economy having a stronger influence. In contrast, Sustainability Marketing Strategy does not have a significant direct influence on business sustainability, but plays an important role in supporting the development of environmentally friendly products and the green economy. Novelty: These findings emphasize the importance of efficient and innovative resource management in supporting environmental sustainability, as well as the need for effective marketing strategies to increase consumer awareness of the importance of environmentally friendly products. This study provides insights for FMMCG companies in implementing sustainable practices to improve long-term competitiveness and sustainability.

THE EFFECT OF PRODUCT QUALITY, WORD OF MOUTH, AND BRAND TRUST ON PURCHASING DECISIONS OF YUSUF TEMPE MSMES

2025-11-11T09:35:42+00:00

Objective: This research is motivated by the importance of product quality, word of mouth, and brand trust in influencing purchasing decisions in local food MSMEs. The main problem lies in how these three factors contribute to consumers' decisions in choosing Tempe Yusuf products. The purpose of this study is to quantitatively analyze the influence of product quality, word of mouth, and brand trust on consumer purchase decisions. Method: This study uses a quantitative approach with a survey method through the distribution of questionnaires to 96 respondents who have purchased Tempe Yusuf products, selected by purposive sampling technique. 96 respondents were selected because the number met the regression statistical requirements and was considered sufficient to represent the profile of Tempe Yusuf consumers that were relevant to the purpose of the study. Data were analyzed using multiple linear regression with the help of SPSS software. Result: The results showed that product quality and word of mouth had a positive and significant effect on purchase decisions, while brand trust did not have a significant influence. Novelty: The novelty of this study lies in its focus on local food MSMEs, specifically Tempe Yusuf, and its findings emphasize the dominant role of product quality and word of mouth over brand trust in influencing purchasing decisions within the context of local market competition.