Melola Discovery

← Melola Discovery

Akses terbuka Jurnal

Empowering Social Commerce Role of User Generated Content in Technopreneurship

Aptisi Transactions on Technopreneurship (ATT) · Vol. 8 No. 3 (2026) · hlm. 1043–1055

DOI
10.34306/att.v8i3.833
ISSN
2656-8888, 2655-8807
Terbit
2026-09-22
Penerbit
Pandawan
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study explores the current trends in modern marketing strategies, focusing on personalization, authenticity, and transparency, to address consumer needs in the digital era. The background of this research stems from the growing influence of Artificial Intelligence (AI), Social Media, and User-Generated Conten (UGC) in reshaping marketing tactics. The objective is to identify how these strategies, particularly through AI integration, are transforming consumer engagement and satisfaction. The research methodology employed systematic secondary data collection and meta-analysis, analyzing trends and case studies related to AI, chatbots, social commerce, and UGC. The results indicate that AI's role in personalizing consumer experiences, chatbots enhancing customer interaction, and the increasing reliance on social media and content marketing significantly impact marketing efficiency and effectiveness. Furthermore, transparency and authenticity are key to fostering trust and loyalty among consumers, with brands increasingly focusing on clear, honest communication. The conclusion emphasizes the need for businesses to adapt these modern strategies to stay competitive in the rapidly evolving marketing landscape. This research contributes to the understanding of how digital transformation and advanced technologies can meet the personalized needs of consumers, thereby offering actionable insights for marketers seeking to enhance their strategies.

Kata kunci

Jaringan kolaborasi para penulis

40 penulis · 151 tautan kepenulisan bersama · 62 lintas organisasi · menampilkan 40 yang paling banyak terhubung

Arahkan kursor atau ketuk sebuah nama untuk menyorot rekan penulisnya. Klik dua kali untuk membuka halaman penulis.

  • Universitas Raharja
  • Satya Wacana Christian University
  • Universitas Catur Insan Cendekia Cirebon
  • International Women University
  • Universitas Komputer Indonesia
  • Universitas Banten Jaya
  • Politeknik Keselamatan Transportasi Jalan
  • Organisasi lain
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Qurotul AiniUniversitas Raharja20
Ninda LutfianiUniversitas Raharja12
Danny ManonggaSatya Wacana Christian University7
Irwan SembiringSatya Wacana Christian University7
Alfiah KhoirunisaUniversitas Raharja4
Nuke Puji Lestari SantosoUniversitas Raharja4
Po Abas SunaryaUniversitas Raharja4
Fitra Putri OgandaUniversitas Raharja3
Dwi ApriliasariUniversitas Raharja3
Sutarto WijonoSatya Wacana Christian University3
Shofiyul MillahUniversitas Raharja3
Chandra LukitaUniversitas Catur Insan Cendekia Cirebon2
Eka Purnama HarahapUniversitas Raharja2
Sudaryono SudaryonoUniversitas Banten Jaya2
Desy AprianiUniversitas Raharja2
Nur AzizahUniversitas Raharja2
Mohamad RakhmansyahUniversitas Raharja2
Ihsan Nuril HikamUniversitas Raharja2
Agung RizkyUniversitas Raharja2
Adam FaturahmanUniversitas Raharja2
Natasya Aprila YusufUniversitas Raharja2
Joko SiswantoPoliteknik Keselamatan Transportasi Jalan2
Hindriyanto Dwi PurnomoSatya Wacana Christian University2
Indri HandayaniUniversitas Raharja1
Sudaryono SudaryonoUniversitas Gadjah Mada1
Firman HanafiUniversitas Raharja1
Suwandi SuwandiUniversitas Catur Insan Cendekia Cirebon1
Chairun NasUniversitas Catur Insan Cendekia Cirebon1
Rochmawati RochmawatiUniversitas Raharja1
Eko SediyonoSatya Wacana Christian University1
Sri Yulianto Joko PrasetyoSatya Wacana Christian University1
Iwan SetyawanSatya Wacana Christian University1
Adi SetiawanSatya Wacana Christian University1
Sulistio SulistioUniversitas Raharja1
Alexander WilliamsThe University of Queensland1
Sella AvionitaUniversitas Raharja1
Dini HidayatiAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">Empowering Social Commerce Role of User Generated Content in Technopreneurship</dc:title>
	<dc:creator xml:lang="en">Munandar, Dadang</dc:creator>
	<dc:creator xml:lang="en">Narimawati, Umi</dc:creator>
	<dc:creator xml:lang="en">Rahardja, Untung</dc:creator>
	<dc:subject xml:lang="en">Artificial Intelligence</dc:subject>
	<dc:subject xml:lang="en">Social Commerce</dc:subject>
	<dc:subject xml:lang="en">Personalization</dc:subject>
	<dc:subject xml:lang="en">Authenticity</dc:subject>
	<dc:subject xml:lang="en">Transparency</dc:subject>
	<dc:description xml:lang="en">This study explores the current trends in modern marketing strategies, focusing on personalization, authenticity, and transparency, to address consumer needs in the digital era. The background of this research stems from the growing influence of Artificial Intelligence (AI), Social Media, and User-Generated Conten (UGC) in reshaping marketing tactics. The objective is to identify how these strategies, particularly through AI integration, are transforming consumer engagement and satisfaction. The research methodology employed systematic secondary data collection and meta-analysis, analyzing trends and case studies related to AI, chatbots, social commerce, and UGC. The results indicate that AI's role in personalizing consumer experiences, chatbots enhancing customer interaction, and the increasing reliance on social media and content marketing significantly impact marketing efficiency and effectiveness. Furthermore, transparency and authenticity are key to fostering trust and loyalty among consumers, with brands increasingly focusing on clear, honest communication. The conclusion emphasizes the need for businesses to adapt these modern strategies to stay competitive in the rapidly evolving marketing landscape. This research contributes to the understanding of how digital transformation and advanced technologies can meet the personalized needs of consumers, thereby offering actionable insights for marketers seeking to enhance their strategies.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2026-09-22</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://att.aptisi.or.id/index.php/att/article/view/833</dc:identifier>
	<dc:identifier>10.34306/att.v8i3.833</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 8 No. 3 (2026): November; 1043-1055</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 8 No 3 (2026): November; 1043-1055</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v8i3</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/833/546</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Dadang Munandar, Umi Narimawati, Untung Rahardja</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>