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Fidyah Yuli Ernawati; Hendrayanti, Silvia; Junaidi, Achmad; Sukarsono Sukarsono

Jurnal Pengabdian Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

This community service activity aims to improve the soft skills capacity of the Ibu-Ibu Mekar community in Semarang City to face the demands of the Society 5.0 era. The program was implemented through four stages: needs assessment, participatory planning, training, and mentoring. The methods used included interactive lectures, group discussions, role-play, and contextual practice. The results of the activity showed significant improvements in participants' communication, creativity, collaboration, and problem-solving skills. In addition, several participants began to demonstrate informal leadership roles and greater involvement in community activities. These findings indicate that the experience-based participatory mentoring approach is effective in strengthening women's empowerment and preparing communities for socio-technological change. The program also helped participants develop adaptability to change, increased self-confidence, and facilitated the formation of broader social networks in their communities. Empowering women through soft skills development is expected to create a more resilient community in facing the challenges posed by digital transformation in the Society 5.0 era. This program emphasizes the importance of sustainable soft skills development as a foundation for community resilience in the Society 5.0 era.

Diana Zumrotus Sa’adah; Septi Tri Dinanti; Mahrifatun Khasanah; Mona Chairun Nisa; Asih Tri Utami +1 more

Jurnal Ekonomi dan Keuangan Islam 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

The rapid development of technology and the dynamic global labor market require young generations, particularly Generation Z, to possess career readiness that is determined not only by technical skills but also by non-technical competencies, or soft skills. This study aims to analyze the role of soft skills, particularly creativity, in shaping the career preparedness and success of Generation Z. Literature synthesis indicates that Generation Z excels in digital literacy and technological adaptability but still faces challenges in social and emotional competencies, such as effective communication, empathy, and cross-generational collaboration. The imbalance between hard skills and soft skills affects work effectiveness, career mobility, and the ability to build professional networks. Creativity emerges as a strategic soft skill that enhances motivation, innovation, and productivity, and can be developed through the integration of soft and hard skills, project-based learning approaches, educational technology, and the strengthening of self-efficacy. The study also identifies challenges in fostering creativity in real workplace environments, including hierarchical organizational cultures and limited mechanisms for rewarding new ideas. Based on these findings, it is recommended that educational institutions, industries, and policymakers collaborate to create a sustainable ecosystem for soft skills development, enabling Generation Z to become innovative and adaptive change agents in a competitive global career landscape.  

Azam Muzakhim Imammuddin; Septriandi Wirayoga; Moh. Abdullah Anshori; Isac Ilham Akbar Habibi; Guntur Yanuar Astono +1 more

Jurnal Inovasi Sosial dan Pengabdian 2025 Lembaga Pengembangan Kinerja Dosen

This community service initiative was carried out with the aim of introducing and training students of SMP Islam Sawahan Turen in programming and utilizing Arduino and ESP32 microcontrollers as a foundation for understanding modern technology. The workshop was specifically designed to provide students with knowledge of basic electronic concepts, sensors, and data communication, while also equipping them with practical skills to create simple microcontroller-based projects. During the sessions, participants received explanations about Arduino and ESP32, including how to connect sensors, process collected data, and transmit information to the Internet of Things (IoT) platform. In addition to the theoretical materials delivered, students were given opportunities to engage in direct practice under the guidance of experienced instructors, allowing them to gain a deeper comprehension of how the devices function. The combination of theory and practice helped students strengthen both their conceptual understanding and their technical abilities. Furthermore, the activity aimed to foster creativity and curiosity among participants in designing innovative projects that have real-life applications. This spirit of exploration is expected to nurture problem-solving skills, adaptability, and technological awareness from an early age. Beyond simply broadening students’ technological insights, the program also contributes to the enhancement of their competencies and preparedness in facing challenges of the digital era, ensuring that they can continue to grow as innovative learners and future innovators.

Putri, Imelda Adelia; Putri, Imelda Adelia; Amsar, Amsar

Digital Business Intelligence Journal 2025 Fakultas Ekonomika dan Bisnis Universitas 17 Agustus 1945 Semarang

his study aims to explore the implementation of Internet of Things (IoT) technologies within the e-commerce supply chain using a systematic and comprehensive Systematic Literature Review (SLR) approach. By critically analysing a broad range of recent studies, it systematically identifies implementation patterns, integration barriers, and strategic opportunities that support efficiency and adaptability in digital supply chains. Findings reveal that IoT plays a pivotal role in enhancing logistics operations, inventory management accuracy, and responsiveness to dynamic market demands through real-time data monitoring. Key challenges include data security vulnerabilities, high initial investment costs, and the complexity of system interoperability. Nevertheless, the long-term benefits underscore the strategic potential of IoT as a transformative component in sustainable e-commerce supply chain development. This review contributes both theoretically and practically to policy development, technological investment strategies, and the design of adaptive IoT-based supply chain models.

Muan Ridhani Panjaitan

Akuntansi Pajak dan Kebijakan Ekonomi Digital 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to examine the implications of Minister of Finance Regulation (PMK) Number 37 of 2025 on the national fiscal balance and the resilience of micro, small, and medium enterprises (MSMEs) in the context of the rapid development of e-commerce in Indonesia. This PMK introduces a collect at the source mechanism, which is the appointment of certain marketplaces as collectors of Income Tax (PPh) Article 22 on online merchant transactions. This policy is seen as one of the strategic steps to expand the digital tax base, improve fiscal efficiency, and support the principle of compliance by design. The research uses a descriptive qualitative approach through documentation studies of official government documents, academic literature, and relevant publications. The results of the study show that the implementation of PMK 37/2025 has the potential to have a positive impact on state revenue through digital taxation optimization. In addition, this policy can strengthen the fiscal balance by minimizing the potential for tax avoidance in the growing digital economy sector. However, on the other hand, the policy also poses a number of challenges for MSMEs, especially related to administrative readiness, limited fiscal literacy, and adaptability to the tax digitalization system. For most MSMEs, additional tax liabilities can be a burden that affects cash flow, competitiveness, and business sustainability, especially for MSMEs that are still in the growth stage and have limited resources. The policy implications identified include the importance of improving fiscal education and literacy programs, the development of user-friendly digital reporting systems, and active collaboration between fiscal authorities, marketplaces, and MSME actors. Thus, the success of the implementation of PMK 37/2025 is not only determined by regulations, but also by the extent to which the policy is able to be implemented in an inclusive, adaptive, and sustainable manner in supporting national economic development.

Tri Sagirani; Darwin Yuwono Riyanto; Mochammad Arifin; Yosef Richo Adrianto; Pradita Maulidya Effendi +1 more

Jurnal Pengabdian kepada Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

The digital competency gap between vocational school graduates and the rapidly evolving demands of modern industry has become a pressing issue in today’s workforce. One of the main challenges lies in the limited digital literacy and insufficient practical skills of students, particularly in applying Artificial Intelligence (AI) tools to support productivity and creativity. This situation hinders the readiness of graduates to compete in an AI-driven labor market, where innovation and technological adaptability are essential. To address this challenge, a training program was designed for vocational high school students at Darma Siswa Sidoarjo with the primary objective of enhancing both their conceptual understanding and practical competencies in the utilization of AI technologies. The program adopted the Participatory Action Research (PAR) method, emphasizing collaboration and active engagement between trainers and students. It was conducted through a series of interactive workshops that combined theoretical introductions with hands-on practice. Students were guided to explore AI-based platforms such as Ideogram for visual creativity, PixVerse for multimedia production, and Suno for AI-generated music. To evaluate the effectiveness of the program, pre-test and post-test instruments were used, focusing on the dimensions of knowledge, technical skills, and student confidence in using AI tools. The findings revealed that students initially demonstrated minimal awareness and limited practical ability in AI applications, as reflected in the pre-test results. However, post-test data showed a significant improvement not only in their technical proficiency but also in their enthusiasm to further explore AI technologies. Moreover, students gained increased confidence in producing creative outputs, transforming their role from passive consumers of digital tools into active and competent content creators. In conclusion, this participatory and practice-oriented training model effectively bridges the digital competency gap, enhances students’ job readiness, and fosters an innovative mindset.

Pradipta Rizky Ferdian; Rois Kurniawan; Muhammad Kosim; Delima Pebrianti Salsabil; Reni Anggraeni +1 more

Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

In recent years, Micro, Small, and Medium Enterprises (MSMEs) have increasingly positioned themselves as one of the main pillars of the Indonesian economy, contributing significantly to employment opportunities, income distribution, and economic resilience. In the local context, Cifest Cikarang Selatan represents a dynamic marketplace where various MSMEs operate and directly interact with consumers. An interesting phenomenon emerges during holiday periods, when consumer behavior shows significant changes, especially in terms of purchasing methods and preferences between online and offline channels. This study aims to explore the transformation of consumer behavior, focusing on the comparative analysis of online and offline purchases, and to evaluate its broader implications for the sustainability and competitiveness of MSMEs operating at Cifest. The research adopts a descriptive and analytical approach, using both recent statistical data and supporting literature to provide a comprehensive understanding of the digital era’s influence on shopping patterns. The findings reveal that online purchases continue to grow rapidly due to convenience, wider product access, and promotional offers that attract customers. However, offline purchases remain relevant, particularly for consumers who value direct product inspection, immediate ownership, and social interaction within traditional marketplaces. For MSMEs, this shift presents both challenges and opportunities. Those that rely solely on conventional offline strategies risk losing competitiveness, while those able to integrate digital platforms with traditional sales methods demonstrate greater adaptability and potential for growth. Overall, this study concludes that the sustainability of MSMEs in Cifest Cikarang Selatan depends largely on their ability to embrace digital transformation without neglecting the strengths of offline interactions. By leveraging both channels strategically, MSMEs can not only survive but also thrive in the increasingly competitive market landscape shaped by evolving consumer behavior.

Fachrudy Asj’ari; David Maulana; Erwan Aristyanto

International Journal of Economic, Social and Development Sciences 2025 International Forum of Researchers and Lecturers

The purpose of this study is to assess how important attitudes are in relation to the career adaptability of PT. Lima Berjaya Persada Kutorejo - Mojokerto. The respondents in this study who work at PT. Lima Berjaya Persada Kutorejo - Mojokerto, was given a total of 49 questionnaires. Saturated sampling and sampling methods used in this kind of quantitative research. As a result, 49 employees were used as research samples. The data analysis method used is descriptive statistical analysis, especially the SEM-PlS test. Software called Smart Pls 4.0 is used to help with data processing. Analysis of external models (measurement models) used to analyze data. This study uses validity and reliability tests. The following in-depth analysis of the model (structural model evaluation) includes model quality testing (fit model), the use of a bootstrapping approach to test hypotheses, and cross-validation redundancy assessment (Q2). The test results showed that: 1) attitude had a significant and positive influence on Organizational Citizenship Behavior; 2) attitudes have a considerable influence on career adaptability; and 3) organizational citizenship behavior has a great influence on career adaptability. This study provides additional information for interested parties in the world of work about  the influence of attitude on career adaptability through organizational citizenship behavior (ocb) of PT. Lima Berjaya Persada Kutorejo- Mojokerto. In addition, this research is also expected to be a guideline, reference, or reference for future research, The results of this research are expected to be useful for readers and add insight about  the influence of attitude on career adaptability through the organizational citizenship behavior (ocb) of PT. Lima Berjaya Persada Kutorejo – Mojokerto.

Elida Gultom

Akuntansi Pajak dan Kebijakan Ekonomi Digital 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study was conducted at Family Pharmacy in Pekanbaru City with the objective of examining the relationship between emotional intelligence and work stress, as well as their combined effect on employee performance. The research population consisted of all 150 employees in the production department. Using the Slovin formula, a sample of 60 respondents was selected through accidental sampling. Data collection was carried out via an online questionnaire distributed through Google Forms. The analytical methods employed were correlation analysis to assess the relationship between variables and multiple linear regression to measure their simultaneous influence on performance. The results indicated a negative relationship between emotional intelligence and work stress, meaning that employees with higher emotional intelligence tended to experience lower levels of work stress. Furthermore, when examined together, emotional intelligence and work stress had a significant impact on employee performance. Specifically, these two variables contributed 47.4% to the variance in performance, while the remaining 52.6% was influenced by other factors not addressed in this study. The findings highlight the importance of emotional intelligence as a critical factor in managing workplace stress and enhancing performance, especially in the pharmaceutical industry where precision, cooperation, and adaptability are essential. Improving employees’ emotional intelligence may serve as a strategic approach to reducing work-related stress and fostering better performance outcomes. Organizations are therefore encouraged to invest in training and development programs that emphasize emotional regulation, empathy, interpersonal skills, and effective communication. Future research should consider incorporating additional variables such as work motivation, organizational culture, leadership style, and job satisfaction to gain a more comprehensive understanding of the determinants of employee performance. Expanding the research scope to different departments and industries could also provide broader insights into how emotional intelligence and work stress interact across diverse work settings.

Kekoto Manneh; Siti Sundari

International Journal of Economics and Management Sciences 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This literature review investigates the influence of fair value accounting (FVA) on enhancing financial transparency, particularly within the evolving context of digital assets. By analyzing 103 peer-reviewed articles, the study evaluates how FVA facilitates automated, real-time, and market-based disclosures. It identifies FVA as a tool for increasing investor trust and improving the clarity of financial statements by aligning valuations with current market conditions. The review also highlights the specific challenges of applying FVA to decentralized and volatile digital assets such as cryptocurrencies and non-fungible tokens (NFTs). Although FVA contributes to more transparent and relevant reporting, the implementation of FVA for digital assets is hindered by several critical issues. These include inconsistent valuation methodologies, lack of standardized regulatory guidance, susceptibility to market manipulation, and technological limitations in tracking asset value across decentralized platforms. Furthermore, the rapid pace of innovation in digital finance outstrips the adaptability of existing accounting standards and legal frameworks, creating a gap that weakens the consistency of fair value assessments. The review proposes the integration of FVA within a broader theory of decision-making under uncertainty, emphasizing the need for adaptive and digitization-responsive accounting practices. It suggests practical frameworks that align valuation procedures with the unique characteristics of digital assets while ensuring compliance with emerging regulations. This research encourages ongoing examination and policy innovation to ensure that FVA continues to support transparency and informed decision-making in a dynamic financial landscape.

I Kadek Oca Santika; I Nengah Suardhika; Gregorius Paulus Tahu

International Journal of Economics and Management Sciences 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Human resources are a crucial asset for organizations, as their competence and professionalism greatly influence employee performance and the achievement of organizational objectives. At the MKG Office of Region III, several performance issues have been identified, including skill mismatches, high absenteeism rates as an indicator of low professionalism, and limited adaptability to information technology systems. These challenges underscore the need for strategic human resource development. This study aims to analyze the impact of competence and professionalism on employee performance, with information technology mastery serving as a mediating variable. A quantitative research approach was applied, involving all 115 employees as respondents through questionnaires, interviews, and documentation. Path analysis was used to evaluate the relationships between the variables. The findings reveal that both competence and professionalism have a positive and significant influence on employee performance. Furthermore, these variables also positively affect information technology mastery, which in turn significantly improves performance. The analysis demonstrates that information technology mastery mediates the relationship between competence and professionalism with employee performance, indicating the importance of digital skills in modern workplaces. In conclusion, enhancing competence and professionalism, alongside strengthening information technology mastery, is essential for improving employee performance at the MKG Office of Region III. The study recommends implementing strategic human resource programs that focus on digital proficiency to support organizational effectiveness and adaptability in the digital era.

Fitra Hadi Khaz; Refdi Refdi

Jurnal Hasil Kegiatan Bersama Masyarakat 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This Community Service Program (PKM) aims to enhance the leadership capacity and organizational management skills of cadres of the Islamic Student Association (HMI) Dumai Branch through the strengthening of Islamic values and the application of modern organizational management principles. The program was implemented as part of the Intermediate Training (Latihan Kader II/LK 2), which serves as a strategic forum for developing future organizational leaders. The activities were conducted using a combination of lectures, interactive discussions, case-based learning, and leadership simulations designed to encourage critical thinking and active participation. A participatory approach was employed to ensure that participants were directly involved in the learning process and could relate the material to real organizational challenges. The results of the program indicate a significant improvement in participants’ understanding of transformational leadership, collective–collegial leadership, and effective organizational planning and management skills. In addition, the program increased participants’ awareness of the importance of integrating Islamic values as an ethical and moral foundation in student organizational leadership practices. Overall, this PKM contributes to the development of qualified HMI cadres who possess integrity, adaptability, strong leadership competence, and a sustained commitment to community service and organizational development.

Erwan Khanissuma; Ulfi Pristiana; Esti Hari Prastiwi

International Journal of Economic, Social and Development Sciences 2025 International Forum of Researchers and Lecturers

The rapid increase in Ro-Ro (Roll-On/Roll-Off) vessel and vehicle traffic at Tanjung Perak Port, Surabaya, has exposed critical inefficiencies in port operations, particularly at key berths such as Jamrud Utara and Jamrud Selatan. These inefficiencies manifest as prolonged queuing times for Ro-Ro vessels and land-based vehicle congestion, leading to delays in cargo handling and increased operational costs. This study aims to evaluate the operational performance of Ro-Ro terminals based on queue time indicators for both Ro-Ro vessels and vehicles. Employing a quantitative descriptive approach, the research integrates the M/M/c queuing model and Fishbone Diagram analysis to identify systemic causes of operational delays and overcapacity. The study reveals that berth utilization rates exceed 75%, indicating saturation, while limited buffer zones and disorganized traffic flow exacerbate vehicle queues. As a case study, the findings offer data-driven insights and practical recommendations, including schedule optimization, dedicated traffic lanes, and infrastructural upgrades to mitigate congestion. The proposed framework not only enhances service efficiency at the port but also contributes to broader logistics performance in Eastern Indonesia. By combining classical queuing theory with root cause analysis, this research introduces a methodological synergy that can be replicated across other Ro-Ro terminals facing similar challenges. The findings underscore the urgent need for integrated port traffic management and infrastructural adaptability in response to growing maritime logistics demands.

Rian Novita

Jurnal Riset Rumpun Ilmu Pendidikan 2025 Lembaga Pengembangan Kinerja Dosen

Teachers are under increasing pressure to deliver personalized, standards-aligned instruction while managing time constraints and rising workloads. Traditional lesson planning often limits creativity and adaptability due to its complexity and repetitive demands. In response, Artificial Intelligence (AI) has emerged as a promising tool to support instructional planning. This study highlights how AI enhances teacher efficiency, simplifies administrative tasks, and supports differentiated, data-driven instruction. However, these benefits require thoughtful and responsible integration. AI adoption must include safeguards for data privacy, ensure algorithmic transparency so teachers understand the basis of system recommendations, and actively mitigate systemic bias that may disadvantage certain learner groups. Most importantly, teachers should remain actively involved in reviewing and adapting AI-generated content to preserve professional judgment and uphold pedagogical integrity.

Aulia Putri Siagian; Siti Marfuah Bako; Muhammad Faisal Haririe Nasution; Imam Fitrahwan; Siti Suaibah Nsution

Kajian Ekonomi dan Akuntansi Terapan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

In the era of globalization and the Fourth Industrial Revolution, Micro, Small, and Medium Enterprises (MSMEs) face significant challenges to remain relevant and competitive, one of which is through digital adaptation. However, digital adaptation among MSMEs still encounters various obstacles, especially in using food delivery platforms such as GoFood and GrabFood, including high commission fees, unilateral order cancellations, and slow technical responses. This study aims to analyze the adaptability of MSMEs to digitalization and its impact on business sustainability and performance amid the digital economic transformation. This research applies a qualitative phenomenological approach involving MSME actors from various business sectors. Data were collected through interviews and observations to explore the lived experiences of MSME actors in facing digital challenges. The results indicate that the success of MSME digital adaptation depends not only on internal capabilities but also on external support from platform providers and the government. Synergy among business actors, digital service providers, and policymakers is essential to create an inclusive and sustainable digital ecosystem for MSMEs.

Erwin Putra Rasul Dafana; Ni Made Arsita Kusumadewi; Ivonia Auxiliadora Freitas Marcal; Muhammad Yasin

Jurnal Bisnis, Ekonomi Syariah, dan Pajak 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

The trend of handmade accessories, particularly macrame holders, has experienced significant growth alongside increasing public interest in products that emphasize both aesthetic value and multifunctionality. This study aims to provide an in-depth analysis of the marketing strategies implemented for CHARMEE, the Macrame Multifunction Holder, highlighting the integration of artistic elements, innovative design, and practical utility within handicrafts. Employing a qualitative descriptive method, primary data were collected through surveys of 35 respondents aged 20–35 years. The findings reveal that the use of high-quality materials, designs that are responsive to market trends, and the strategic utilization of social media and digital platforms for promotion are the main factors driving the product’s appeal and competitiveness. These results affirm that handmade products, when combined with creative and innovative marketing strategies, possess substantial potential to develop as high-value economic ventures in the era of creative entrepreneurship. The implications of this study underscore the importance of continuous innovation and adaptability to market dynamics in maintaining business relevance and sustainability.

Anis Fitriyah; Erlina Nur Nafiah; Zuhriyah Zulian Nihrir; Aldi Dimas Fian Saputra

Jurnal Ekonomi, Akuntansi, dan Perpajakan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study analyzes the effectiveness of competency certification training programs for students of the Faculty of Islamic Economics and Business (FEBI), UIN KHAS Jember, in enhancing their job readiness. Using a qualitative approach and case study design, the research gathered data through interviews, observations, and documentation of training processes and outcomes. The findings reveal that the training significantly improved students' technical skills, self-confidence, and adaptability to workplace dynamics. Moreover, the national certification issued by the National Professional Certification Agency (BNSP) provided added value in terms of industry recognition. The study highlights the strategic role of partnerships with certified training institutions in aligning academic learning with industry demands. It also underscores the need for continuous curriculum updates and institutional support to maximize the training's impact on student career development.

Puspitasari, Ranny Fitria; Damayanti, Vidya; Rahayu, Wening Patmi; Winarno, Agung

Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 2025 FEB Universitas Maritim Semarang

Sustainable business transformation has become a cornerstone of modern corporate strategy in addressing environmental, social, and economic challenges. The Sustainability-Led Innovation (SLI) approach provides an innovation framework that embeds sustainability principles into business models, fostering organizational adaptability and long-term value creation. This study aims to (1) identify the mechanisms for integrating SLI into sustainable business models, (2) evaluate SLI’s contribution to competitive advantage, and (3) analyze the development of dynamic capabilities to support sustainability initiatives. By combining the Sustainability-Driven Business Model Innovation (SBMI), Dynamic Capability Theory (DCT), and Triple Bottom Line (TBL) frameworks, this qualitative research utilizes in-depth interviews and document analysis of culinary SMEs in Malang. Findings reveal that organizations adopting SLI achieve higher operational efficiency, respond more agilely to regulatory changes, and attract stronger consumer loyalty. These insights underscore the necessity of embedding sustainable innovation strategies into long-term business planning to secure resilient competitive advantage.

Ibrahim, Muhammad Maulana; Utami, Rizki Amalia; Rahayu, Wening Patmi; Winarno, Agung

Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN) 2025 FEB Universitas Maritim Semarang

Entrepreneurship plays a significant role in global economic growth. However, not all entrepreneurs achieve success. This study aims to deeply examine the mindset and character that serve as the fundamental basis for entrepreneurial success, as well as the influencing factors and strategies for fostering these qualities based on a literature review. Through a literature review method, it was found that successful entrepreneurs possess a growth mindset, are solution-oriented, and adaptive, supported by specific thinking methods like BETSCA (Bricolage, Effectuation, Think Structurally, Cognitive Adaptability). Furthermore, key characters such as commitment, creativity, resilience, risk-taking propensity, and networking ability are crucial elements. The study also identified various driving factors and types of motivation (intrinsic-extrinsic) in entrepreneurship. Another important finding is that the entrepreneurial spirit and character can be learned and developed through personal commitment, a supportive environment, education, and continuous learning processes. The conclusion of this study asserts that the combination of the right mindset and strong character, along with the ability to continuously develop both, is essential for increasing the chances of success in the world of entrepreneurship.

Zuhrinal M. Nawawi; Elvira Andriyani

Jurnal Inovasi Ekonomi Syariah dan Akuntansi 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This research uses a qualitative method to explore the integration of Artificial Intelligence (AI) in marketing tactics and its impact on the development of marketing skills among the new generation. The main focus is on the use of AI in analyzing consumer behavior, content personalization, campaign automation, and data-driven decision-making. The findings reveal that AI not only enhances operational efficiency but also drives a transformation in the skill sets required by modern marketers, such as data analysis capabilities, technological literacy, and adaptability to intelligent systems. Through in-depth interviews with marketing practitioners and digital document analysis, it was discovered that the new generation of marketers is required to develop more complex digital competencies and engage in multidisciplinary collaboration. Furthermore, adaptation to technological change becomes a key factor in the success of AI-based marketing strategies. The integration of artificial intelligence in marketing practices not only reshapes work patterns but also creates new demands for continuous training and marketing education. Therefore, this research emphasizes the importance of collaboration between educational institutions, industry, and technology developers to create a competitive AI-based marketing ecosystem.