The development of Artificial Intelligence (AI) technology has brought significant changes in digital marketing strategies, allowing businesses to increase efficiency, personalization, and market reach. This research aims to identify forms of AI use in digital marketing, analyse implementation challenges, and explore opportunities that can be maximized by business actors, mainly digital MSMEs in the city of Palembang. Using a descriptive qualitative approach, data were collected through literature studies and semi-structured interviews with business actors and digital marketing practitioners. The results show that AI has been utilized in various forms, such as chatbots, product recommendation systems, targeted advertising, predictive analytics, and content automation. However, its implementation still faces challenges, including low technology literacy, limited human resources, infrastructure costs, and data privacy issues. On the other hand, tremendous opportunities are opening up through personalizing consumer experience, operational efficiency, data-driven product development, and expanding the global digital market. This research is expected to make a theoretical contribution to the development of technology-based marketing literature and become a practical reference for business actors in utilizing AI strategically and sustainably.
 

This study aims to determine the effect of perceptions regarding the implementation of reward and punishment on the performance of contract employees at H. L. Manambai Abdulkadir Hospital. Using a quantitative descriptive method and multiple regression analysis, the research involved 100 respondents selected through simple random sampling. The results show that employees’ perceptions of rewards have a positive and significant effect on performance. Meanwhile, punishment also has a positive effect, but it is not statistically significant. Simultaneously, reward and punishment together have a significant impact on improving employee performance. Positive perceptions are formed when there is clarity in rules and expectations, as well as fair, consistent mechanisms for administering rewards and punishments, supported by open communication between management and employees. With proper implementation, reward and punishment can serve as effective strategies to enhance the performance of contract employees in the hospital environment.

This study aims to determine the Effect of Working Capital, E-Commerce Users, and Internal Control Systems on MSME Income in Medan Deli District. This study uses primary data, primary data obtained from answers to a series of statements in the form of questionnaires to MSMEs in Medan Deli District totaling 80 respondents. The research sample uses purposive sampling technique and also in this study is determined by the slovin method in MSMEs in Medan Deli District. The method of distributing questionnaires through several questionnaire sheets is divided into employees, and also through google form. This study uses multiple linear regression analysis techniques. Based on the results of partial testing, it shows that there is a positive and significant influence between Working Capital on MSME Income. Based on the results of partial testing, it shows that there is a positive and significant influence between E-Commerce User Empowerment on MSME Income, Internal control systems have a positive and significant effect on MSME Income. Based on the results of simultaneous testing, there is a relationship between the Effect of Working Capital, E-Commerce Users, and Internal Control Systems on MSME Income.

This study aims to analyze the influence of perceived ease of use and perceived usefulness on user loyalty of the BPJS Ketenagakerjaan SIPP Online Application, with user satisfaction as a mediating variable at the Banyuwangi Branch Office. The background of this research is based on the importance of utilizing digital technology in public services, particularly to enhance the efficiency of workforce reporting. This study employs a quantitative approach using explanatory research methods. The sample was determined using purposive sampling, involving 160 respondents who are active users of the SIPP Online Application. Data were collected through questionnaires and analyzed using Structural Equation Modeling with Partial Least Square (SEM-PLS). The results show that perceived ease of use and perceived usefulness have a positive and significant effect on user satisfaction, and satisfaction significantly affects user loyalty. Additionally, both variables also have a direct and indirect effect on loyalty, with satisfaction acting as a mediating variable. These findings highlight the importance of ease and perceived benefits in shaping a positive user experience that encourages continued use. This research provides valuable input for BPJS Ketenagakerjaan to enhance the quality and usability of its digital services.

This study aims to examine the effect of company size on financial performance with profitability as a mediating variable in technology sector companies in 2019-2023. The method used is a quantitative approach with Structural Equation Modeling analysis techniques based on Partial Least Square (SEM-PLS), using SmartPLS 3.0 software. The sample in this study consisted of 15 companies selected through purposive sampling techniques, with secondary data in the form of annual financial reports for five years. The results of the study indicate that: 1) company size has a negative and insignificant effect on financial performance; 2) company size has a negative and significant effect on profitability; 3) profitability has a positive and significant effect on financial performance; and 4) profitability mediates the relationship between company size and financial performance.

This study focuses on analyzing the cost of capital as a key element in financial decision-making within manufacturing companies in Indonesia. The main objective is to assess the impact of expected return, dividend policy, and systematic risk on the cost of capital, both simultaneously and partially. A quantitative approach was employed using multiple linear regression analysis, with secondary data collected from annual financial reports and market information spanning the years 2020 to 2024. The findings reveal that jointly, the three independent variables significantly influence the cost of capital. However, on a partial basis, only the expected return variable shows a statistically significant and positive effect. In contrast, dividend policy and systematic risk do not exhibit significant influence, and their directional relationships contradict the initial hypotheses. These results suggest that investors’ return expectations play a crucial role in shaping a company’s capital structure, while the effects of dividend policy and systematic risk require further investigation due to their inconsistent outcomes. This study offers practical insights for corporate management and policymakers in formulating effective financing strategies that are responsive to dynamic market conditions.

This study aims to compare the advantages and disadvantages of the Islamic economic system and the conventional economic system, with a descriptive qualitative literature study approach. The Islamic economic system is based on sharia principles such as justice, mutual assistance, balance, and prohibition of usury, gharar, and maysir practices. This system issues a fair distribution of wealth based on ethical values. Meanwhile, the conventional economic system, both capitalist and socialist, places more emphasis on market efficiency, individual freedom, and varying state interventions. The results of the study indicate that the Islamic economic system excels in aspects of social justice and economic ethics, while the conventional economic system is more flexible and innovative, but tends to create economic inequality. This study is expected to provide insight into making fairer and more sustainable economic policies.

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi keputusan perempuan untuk bekerja di sektor informal di Desa Lendang Belo, Kabupaten Lombok Timur. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik analisis regresi logistik biner terhadap 33 responden perempuan dewasa. Hasil penelitian menunjukkan bahwa dari empat variabel bebas yang dianalisis, yaitu umur, jumlah tanggungan keluarga, jenjang pendidikan, dan pendapatan rumah tangga, tiga di antaranya berpengaruh signifikan terhadap keputusan perempuan untuk bekerja di sektor informal, yaitu jumlah tanggungan (p = 0,030), jenjang pendidikan (p = 0,045), dan pendapatan (p = 0,039). Sementara itu, variabel umur tidak berpengaruh signifikan (p = 0,119). Model regresi logistik yang digunakan terbukti layak secara statistik (Hosmer and Lemeshow test: p = 0,733; Nagelkerke R² = 0,655) dan memiliki tingkat akurasi prediktif sebesar 81,8%. Temuan ini mengindikasikan bahwa tekanan ekonomi rumah tangga menjadi pendorong utama partisipasi perempuan dalam sektor informal, sementara umur tidak menjadi faktor determinan dalam konteks ini. Penelitian ini memberikan implikasi penting bagi penyusunan kebijakan pemberdayaan perempuan berbasis kontekstual pedesaan.

Global brands increasingly rely on emotional branding to foster consumer loyalty, yet its effectiveness varies across cultural contexts. Many organizations continue to adopt universal emotional strategies without accounting for how cultural values shape emotional perception and brand attachment. This study explores how emotional branding drives customer loyalty through constructs such as brand love, attachment, trust, and self-congruity, and how these mechanisms are moderated by cultural dimensions including individualism–collectivism, communication context, and power distance. Findings indicate that emotional appeals resonate differently depending on local cultural norms: collectivist and high-context societies respond more positively to subtle, relational branding, while individualist and low-context cultures favor explicit, identity-centered emotional messaging. Strategic implications highlight the importance of culturally adapted storytelling, platform-specific messaging, and authenticity in emotional branding execution. Brands that align emotional content with local cultural expectations are more likely to foster sustained loyalty. Further research is encouraged to examine emotional branding in emerging markets and digital ecosystems to advance culturally responsive global marketing practices.

The objective of this study is to examine and evaluate the influence of job training and career development on employee performance, as well as to identify which of the two variables has the most dominant effect, specifically at the Department of Communication and Information Technology in Makassar City. This research applies a quantitative approach, utilizing multiple regression analysis with the support of SPSS software version 26.0. The purpose of this analysis is to identify key factors influencing employee performance. The findings reveal that job training has a significant and positive impact on employee performance within the department. In other words, job training contributes to enhancing employee performance, accounting for 62.3% of the observed improvements, while the remaining 37.7% is attributed to other variables not examined in this study. This indicates that job training plays a crucial role in improving performance. Similarly, career development also shows a significant positive effect on employee performance. The analysis suggests that career development is responsible for 77.8% of the improvement in employee performance, with the remaining 22.2% influenced by other external factors. This highlights the importance of career development initiatives in driving employee success.