Journal of Digital Business and Data Science

Digital Trust and Consumer Loyalty in AI-based E-commerce: An Analysis of Indonesian Millennials

Dwi Febri Syawaludin — 2025-06-21

Advances in artificial intelligence (AI) technology have significantly changed the e-commerce landscape, influencing consumer behavior and loyalty. This study aims to analyze the influence of digital trust on consumer loyalty among Indonesian millennials in the context of AI-driven e-commerce. This research uses a qualitative approach with in-depth interviews and digital ethnography, involving Indonesian millennials who actively shop on AI-based platforms. The main findings of this study show that trust in digital platforms, especially those related to data security, algorithm transparency and privacy protection, strongly influence consumer loyalty. Furthermore, AI-based personalization can increase trust, but only if transparency in algorithmic data usage is clearly provided. The study also found that AI competence plays an important role in strengthening the relationship between trust and consumer loyalty. The implications of this study point to the importance of implementing clear transparency policies and ethical data management in building trust and increasing loyalty, especially in emerging markets such as Indonesia. The findings can help e-commerce companies design more effective AI strategies, improve user experience and mitigate privacy concerns.

Economic Development through Digital Platforms: Exploring Opportunities for Emerging Markets

Zeny Widianingsih — 2025-06-21

Digital transformation has changed the structure of the global economy, with digital platforms becoming strategic instruments in accelerating economic development, especially in developing countries. Platforms such as e-commerce, fintech, agri-tech, and edutech provide significant opportunities for micro, small, and medium enterprises (MSMEs) to expand market access, improve operational efficiency, and access financial services. However, the adoption of digital platforms is not free from challenges, including infrastructure inequality, low digital literacy, and weak supporting policies. This study aims to explore the role of digital platforms in the economic development of developing countries and identify the potential, challenges, and strategies to optimize their utilization. The research method used is qualitative with an exploratory case study design in three countries: Indonesia, Kenya, and Colombia. Data were collected through in-depth interviews, participatory observation, and documentation studies. The results show that the use of digital platforms contributes positively to the performance of MSMEs, especially in terms of market expansion and financial inclusion. However, these benefits have not been fully shared due to structural and social barriers. This study emphasizes the importance of local digital ecosystem readiness, adaptive regulations, and cross-sector collaboration in supporting the sustainability of digital transformation. The conclusion of this study is that economic development through digital platforms requires a contextualized and collaborative approach. Practical implications of the findings include the need to strengthen digital literacy, participatory policy support, and the provision of infrastructure and sustainable training for MSME players in developing countries.

Strategic Role of Artificial Intelligence in Reshaping Global Digital Marketing: Opportunities and Organizational Challenges

Abdul Robi Padri — 2025-06-21

This study explores the strategic role of artificial intelligence (AI) in transforming digital marketing practices across global companies. In the era of rapid technological advancement, AI offers innovative tools that redefine customer engagement, campaign effectiveness, and market competitiveness. Employing a qualitative case study approach, the research gathered data through interviews with marketing executives, employee questionnaires, and direct observation of AI-driven marketing operations in ten multinational companies. The findings reveal that AI significantly enhances campaign personalization and efficiency, with 70% of respondents noting improved product relevance and 80% citing better marketing budget optimization. Despite these benefits, companies face persistent challenges, particularly in integrating systems and preparing employees. Data privacy concerns and the need to strike a balance between automation and creativity also emerged as critical issues. This study concludes that AI, while transformative, requires careful strategic implementation to maximize its potential in global marketing contexts. The study’s implications include guidance on training needs, strategic alignment, and ethical compliance in the adoption of AI.

Data Science Utilization in Consumer Trend Prediction: A Qualitative Study on an e-commerce Market Research Team in Indonesia

Mar’atus Solikhah — 2025-06-21

In the era of digital transformation, the e-commerce industry in Indonesia faces great challenges in understanding and responding to changes in consumer behavior that are very dynamic. Data science is a strategic approach that can help companies analyze consumer data deeply and predict market trends accurately. This research aims to explore how market research teams in e-commerce companies utilize data science in the process of predicting consumer trends. A qualitative approach with a case study design was used in this research, involving in-depth interviews, questionnaires, and observations of market research teams from three major e-commerce companies in Indonesia, namely Tokopedia, Bukalapak, and Blibli. The results show that tools such as Python, Tableau, and BigQuery are widely used in the analytics process, from data cleansing to trend visualization. The research team has a good conceptual understanding of data science, although there are still gaps in coordination between divisions. The implementation of data science has proven to have a positive impact on the accuracy of marketing strategies and the efficiency of business decision-making. Obstacles faced include limited technical human resources and lack of standardized documentation. This research provides a practical contribution in developing a data-driven market research ecosystem in Indonesia's e-commerce industry and serves as a basis for further research with a broader scope

Blockchain Technology in Financial Management: A Case Study of Digital Transformation in Banking

Zidnal Falah — 2025-06-21

Blockchain technology, known for its decentralized and transparent transaction recording system, is increasingly attracting attention in the banking sector, especially in financial management. In Indonesia, despite the many potentials offered by blockchain, its adoption in the banking sector still faces various challenges related to regulation, technology readiness, and human resource training. Therefore, it is important to explore the potential and barriers to blockchain adoption in this sector. This study aims to analyze the application of blockchain technology in banking financial management, identify its challenges and benefits, and evaluate the readiness of banks in Indonesia to adopt the technology. This type of research is qualitative research with a case study design. Data were obtained through in-depth interviews with bank management, licensed employees, and customers, as well as analysis of relevant documents. The data analysis technique used a thematic analysis approach to explore in-depth information about blockchain implementation. The research findings show that blockchain can improve transparency, cost efficiency, and transaction security in banking. However, the biggest challenges faced are unclear regulations, difficulty integrating the technology with existing banking systems, and limited employee training in some small banks. Blockchain has great potential to modernize financial management in the banking sector, but its implementation requires clear policies, adequate training for employees, and efforts to improve customer understanding. This research provides insights for banks and policymakers to design effective strategies for adopting blockchain technology, and provides recommendations to improve the readiness of human resources and technological infrastructure in the banking sector.