JMBI (Journal of Marketing and Business Intelligence)

ANALYSIS OF THE FACTORS OF CONVENIENCE, PRICE, AND QUALITY OF SHOPEE APPLICATION ACCEPTANCE SERVICES FOR STUDENTS OF THE BAKTI NUSANTARA INSTITUTE USING THE TAM MODEL

Fauzi Fauzi — 2026-05-24

This study aims to analyze the influence of perceived ease of use, price perception, and service quality on the acceptance of the Shopee application among students of Institut Bakti Nusantara using the Technology Acceptance Model approach with SEM-PLS. This research employs a quantitative method with data collected through questionnaires from 103 respondents consisting of second, fourth, and sixth semester students. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to examine the relationships among variables. The results indicate that perceived ease of use, price perception, and service quality have a positive and significant effect on application acceptance, both partially and simultaneously. Service quality is identified as the most dominant factor, followed by perceived ease of use and price. The coefficient of determination (R²) of 0.72 indicates a strong predictive capability of the model. This study contributes theoretically to the extension of TAM by incorporating relevant external variables in the e-commerce context and provides practical implications for digital platform providers to enhance service quality, usability, and competitive pricing strategies.

UNVEILING OF GENERATION Z’S INTENTION TO ADOPT E-MONEY AMID PAYMENT DIGITALIZATION: EVIDENCE FROM HIGHER EDUCATION STUDENTS

Satria Abadi — 2026-05-24

The rapid digitalization of payments has propelled e-money adoption, yet Generation Z’s (Gen Z) intentions remain underexplored, particularly among higher-education students in Indonesia. This study aims to investigate several factors affecting the behavioral intentions of Generation Z in Indonesian higher education institutions' use of e-money payment. The study extended the Technology Acceptance Model (TAM) integrated with the Technology-Organization-Environment (TOE) framework. Using a quantitative approach, we surveyed 300 students from public and private universities in Indonesia, analyzing data via Structural Equation Modeling-Partial Least Squares (SEM-PLS). Findings reveal that perceived usefulness, perceived ease of use, digital literacy, and social factors significantly influence adoption intentions amid digital payment ecosystem challenges. These insights offer practical implications for e-money providers, policymakers, and educators in fostering digital entrepreneurship among Gen Z, contributing to Indonesia's cashless society agenda and MSME competitiveness in fintech-driven markets.

ENHANCING SME DIGITAL MARKETING THROUGH A WEB-BASED E-COMMERCE SYSTEM WITH AUTOMATED WHATSAPP ORDERING

Nungsiyati Nungsiyati — 2026-05-22

The rapid advancement of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to adopt digital marketing strategies through e-commerce platforms to improve competitiveness and business performance. However, many MSMEs still face challenges in managing online transactions, customer communication, and digital promotion effectively. This study aims to implement a web-based mobile e-commerce system integrated with automated WhatsApp ordering features for UMKM Barokah to support digital marketing activities and improve customer service quality. The research employed a quantitative approach using observation, interviews, system implementation, and questionnaire distribution to 76 customers during the July–September 2025 period. The system was developed using a web mobile platform integrated with WhatsApp communication features to facilitate direct interaction between customers and sellers. Quantitative testing results showed that the system achieved a very good acceptance rate, with overall customer satisfaction reaching 89.1%. The perceived ease of use obtained a score of 90.2%, interface appearance 87.4%, interactive communication 89.3%, and transaction speed through automated WhatsApp ordering 92.1%. The findings indicate that integrating e-commerce with WhatsApp automation significantly improves digital marketing effectiveness, customer engagement, transaction efficiency, and repurchase intention. Furthermore, the system successfully reduces manual transaction errors and enhances operational efficiency for MSMEs. Therefore, the proposed system can serve as an innovative digital transformation model for MSMEs in strengthening online marketing strategies and improving customer relationship management in the digital business era.

A LIGHTWEIGHT AI-BASED FRAMEWORK FOR MSME NETWORK PERFORMANCE OPTIMIZATION

Rahman Md Maksudur — 2026-05-22

Small businesses are now required to be efficient in all aspects of their operations, including hiring staff members, spending less money, and cutting back on extra cost. This also applies to network infrastructure. The majority of MSMEs utilize a network that is neither configured nor dynamic and is rarely monitored after installation since they cannot afford to hire a dedicated IT specialist. In most situations, these arrangements work fairly well. As a result, push them during times of high usage, peak traffic, sudden spikes in demand for cloud-based apps, and all open gaps: Uploads become slower, calls begin to decease, and pages begin to index. In this paper, we describe an AI-driven lightweight framework that uses a controlled simulation using NS-3 to address this problem. In order to model and learn the network using supervised learning models, this method employs two network simulations: one for normal MSME operation and one for generating the necessary congestion. A Random Forest (RF) classifier that can differentiate between normal and congested traffic and only launch a set of targeted and limited actions when there is congestion is trained using the flow level KPIs that are extracted from the simulations. Initial stress test shows good results: end-to-end latency decreased by approximately 37% and there was no change to throughput. The main drawback of this study is that everything has been tested and simulated, the next step is to replicate in real life. The goal of this study is to apply artificial intelligence (AI) to optimize MSME network infrastructure.

BUSINESS INTELLIGENCE IMPLEMENTATION FOR CULINARY MSMES: A CASE STUDY OF DIGITAL BUSINESS TRANSFORMATION IN PRINGSEWU CITY

Sri Hartati — 2026-05-22

This study examines the implementation of Business Intelligence (BI) in culinary Micro, Small, and Medium Enterprises (MSMEs) in Pringsewu as part of digital business transformation efforts. The main problem faced by culinary MSMEs is the limited use of data-driven decision-making due to manual transaction recording, low digital literacy, and the absence of analytical tools for monitoring business performance. This research employed a descriptive qualitative case study approach involving 15 culinary MSMEs. Data were collected through interviews, observations, documentation, and sales transaction analysis using a simple BI dashboard. The novelty of this study lies in the practical implementation of a low-cost and user-friendly Business Intelligence model specifically designed for local culinary MSMEs. The results indicate that BI implementation improved sales monitoring, customer analysis, product trend identification, and business decision-making effectiveness. Furthermore, the dashboard contributed to a 12.5% increase in sales turnover and enhanced operational efficiency among participating MSMEs.

SHAPING BUSINESS ETHICS IN THE DIGITAL ERA OF BANKING COMPANIES: DOES GOOD CORPORATE GOVERNANCE MATTER?

Citrawati Jatiningrum — 2026-05-31

The digital era has transformed banking operations through advanced technologies, data analytics, and decision making, raising new challenges and opportunities for business ethics. This study examines the relationship between Good Corporate Governance (GCG) and business ethics in banking companies in the context of digitalization. Using a quantitative research design, the study analyzes whether strong corporate governance implementation, good corporate governance policy, IT Governance shape ethical behavior and corporate integrity in digital banking environments. The findings suggest that good corporate governance matters significantly: banks with robust governance frameworks are more likely to embed ethical principles into digital practices, enhance transparency, and strengthen stakeholder trust. The result study show that GCG implementation, GCG Policy and IT Governance significantly as a control mechanism to ensure that the company continues to operate within ethical corridors. The study contributes to the literature by integrating business ethics, corporate governance, and digital era banking, and it offers practical implications for banks, regulators, and policymakers seeking to align technological innovation with ethical and governance standards.

DEVELOPING A DIGITAL GOVERNANCE AND BUSINESS INTELLIGENCE FRAMEWORK FOR MODERN ISLAMIC EDUCATIONAL MANAGEMENT IN HIGHER EDUCATION

Desmawati Desmawati — 2026-05-31

The rapid development of digital technology has encouraged higher education institutions to adopt integrated and data-driven governance systems to improve organizational performance and service quality. This study examines the integration of Digital Governance and Business Intelligence in developing modern Islamic educational management within a graduate program environment. A qualitative descriptive approach was employed through observations, in-depth interviews, and document analysis involving institutional leaders and academic staff. The findings indicate that the implementation of digital governance through Academic Information Systems, electronic administrative services, integrated academic and non-academic data management, and Financial Information Systems has enhanced institutional effectiveness, transparency, accountability, and service quality. The utilization of integrated data also supports evidence-based decision-making, reflecting the practical application of Business Intelligence in educational management. User satisfaction analysis involving 51 graduate students demonstrated a high level of acceptance, with an average satisfaction rate of 89.0% across academic, administrative, data management, and financial services. The study concludes that integrating Digital Governance and Business Intelligence contributes significantly to efficient, transparent, responsive, and sustainable educational management, providing a strategic model for strengthening the competitiveness of Islamic higher education institutions in the Society 5.0 era.