Optimizing AI-Integrated Creative Process in Advertising Industry through KBPMS Approach

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Background – The demand for content across various rising digital media platforms pushes the advertising secotr to adopt Artificial Intelligence (AI) automation to improve creativity, speed, and efficiency, especially in areas like art direction, copywriting, and graphic design. While AI offers solutions to improve efficiency and support creative processes, advertising agency stakeholders start to see the urgency in assessing how AI can work alongside human creativity to produce essential quality content for the client’s value creation as the industry moves forward for a sustainable business growth.

Methodology – This research uses mixed-method; Quantitative method to measure AI integration within advertising agencies and assess audience reactions to AI-generated ads, establishing a link between AI usage and audience behavior; Qualitative method through In-Depth Interviews to identify the underlying insights from the advertising professionals’ perspective in integrating AI on daily basis. The findings are processed for the development of a Performance Management System (PMS) using AHP scored by industry experts as the basis to prioritize the Key Performance Indicators (KPIs)

Practical implications – This PMS framework is designed for macro-level advertising agencies to monitor and optimize the use of AI tools effectively through weighted KPIs and strategic AI investments.

Originality/value – This study contributes to the existing industry study by introducing a performance measurement and addresses a theoretical gap between AI-driven creative process and its impact to the industry’s value creation.

Proposed Marketing Strategy to Increase the Sales of Coffee Shop in Banjarmasin (Case Study: Eastland Coffee)

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Eastland Coffee is a coffee shop located in Banjarmasin, South Kalimantan. Eastland Coffee serves a variety of drinks and food such as coffee drinks, non-coffee, snacks, and heavy meals. Previous research shows that there is a potential of coffee industry in Indonesia due to the high and ever-increasing coffee consumption, as well as the thriving coffee shop businesses available in the country. However, the preliminary analysis shows that the sales of Eastland Coffee have a negative trendline and never meet its monthly target. On top of that, the brand awareness is low. Thus, it is at the utmost importance to generate a marketing strategy to increase the sales and the brand awareness. The author conducted internal and external environment analysis with several marketing frameworks. The author also conducted survey that generates 185 respondents. The survey was then ultimately used for the customer analysis. All the analyses result in a proposed marketing strategy in the form of new target market and positioning, as well as new marketing mix (7Ps) for Eastland Coffee to implement in the near future.

Proposed Marketing Strategy to Increase Sales for Lip Tint (Case Study: Feyrely)

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Feyrely.id is a local makeup brand under PT Orion Care Indonesia. Established during the COVID-19 pandemic era, Feyrely.id utilize digital marketplaces for its sales. The brand mainly offers lip products, including lip tint, at affordable price. While the cosmetic market shows significant growth and lip tint products are trending, data indicates low and declining sales of lip tint products, coupled with low brand awareness among consumers. Therefore, this research is conducted to help increasing Feyrely.id’s sales and brand awareness. This study employs both qualitative and quantitative methods. Quesionnares are spread through various consumers to obtain data, along with interviews with Feyrely.id internal team. Secondary data from books and online sources also compliment this research. This research results in the new segmentation, targeting, and positioning for Feyrely.id and a new marketing mix, including product, place, price, and promotion. It can be concluded that Feyrely.id has a solid standing in cosmetic industry with their lip tint products but needs several adjustment to keep being competitive.

Six Sigma Approach to Reduce Revenue Leakage in Revenue Recognition Process: A Case Study

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This study investigates business process inefficiency of revenue recognition process at Gajah Logistics, which impact to financial loss. The primary objective of this research is to improve the business process of revenue recognition process, with the purpose to reduce revenue leakage using Six Sigma approach. Six Sigma DMAIC methodology was used as foundation of the problem-solving approach, while in each process Six Sigma Tools also applied.

The study conducted in five main approaches following the DMAIC methodology. First, business process related to defined into business process mapping on a swim lane visualization. Secondly, the fault factors measured using Fault Tree Analysis (FTA) and prioritized using pareto analysis. Third, each faut basic event analyzed using inferential statistics. Then the gap analysis conducted to improve with benchmarked state of the art. After that, solution was formulated and prioritized using effort-impact matrix. Finally, the post implementation impact was simulated to give new baseline of the process quality.

The overall process quality measured by DPMO at the current state was 2.5 sigma level, which was causing a huge loss to the company. After implementing sigma level is improved to 3.5 sigma level, while the loss reduce 76%.

The research conclude that Six Sigma approach could give company systematic approach to solve the complex and cross functional process inefficiency. The results also showed that if an organization applies effort-impact analysis, it obtains valuable information necessary to support decision-making processes.

Spatial Ability of Students in Solving Unit Cube Problem

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This study aims to expose the ability of high school students in solving field problems three. The intended third field is the cube. This article uses a qualitative approach with in-depth interviews was conducted for 4 weeks. Data collection techniques in this study consisted of observation, interviews, tests and documentation. The interview guidelines and test in the form of planes three which aim to determine visual spatial abilities have been validated by 2 experts in the fields of mathematics and mathematics education. The research subjects were 11th grade students majoring in Science at SMAN 3 Blitar who had taken subject matter in Planes three. Based on the analysis, it can be concluded that in solving the cube problem in accordance with the spatial abilities of the subject there are several stages: the observation of the image, imagining, relating to the term from other concepts and solving the problem.

Sustainability Status of Alabio Duck Farming in Hulu Sungai Utara Regency, Indonesia

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Alabio Duck (Anas platyrhynchos Borneo) is a germplasm originating from Hulu Sungai Utara Regency, South Kalimantan. Currently, the availability of pure Alabio Ducks is very limited in Hulu Sungai Utara Regency due to various factors that threaten the sustainability of Alabio duck farming. This paper aims to analyse the sustainability status of Alabio duck farming in Hulu Sungai Utara Regency. Multidimensional Scaling (MDS) is used to determine the sustainability status. The result showed that the sustainability status of Alabio duck farming in Hulu Sungai Utara Regency is classified as moderately sustainable. However, the ecological and technological dimensions are classified as less sustainable, the economic and institutional dimensions are classified as moderately sustainable, while only the social dimension is classified as sustainable. Improvements are needed in the conditions of Alabio duck farming to raise its sustainability status in Hulu Sungai Utara Regency.

Ethical And Moral Dimension of Climate Change; A Path to Climate Justice Case Study: Susan Bay’s Community, Freetown

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2023 has been recorded as the hottest year ever. Sierra Leone is ranked among the 10% of countries that are prone and most vulnerable to climate impacts globally and Susan Bay is bearing the brunt of climate change impacts, including rising sea levels and flooding. Biodiversity is being impacted by human unethical behavior, wrong perceptions, and unhealthy activities. This has resulted to global surface temperatures reached 1.1°C. However, to address the situation UNESCO and COMEST proposed guidelines for Governments in their mitigation and adaptation strategies an ethical tool to achieve climate justice.

An integrative review was employed to examine existing literatures. Also, key words were used to search popular databases, including Web of Science, Google Scholar, and PubMed, from the years 2010 to 2023 with a total of 53 articles.  We argued that the most affected population should receive financial compensation from G20 countries responsible for majority of the Green House Gas Emissions. Therefore, the paper proposed for the Government of Sierra Leone to ensure policy regulation and enforcement, community development and empowerment, and community protection and resilience in their actions, missions, and visions from our analytical framework.

The paper recommends for the GoSL to integrate ethical and moral values into climate mitigation and adaptation strategies, in line with UNESCO and COMEST recommendations with emphasis on: Prevention of harm; scientific integrity; and justice and equity. Inadequate financial resources and technical expertise hinders the GoSL in implementing these recommendations. To address these challenges, the study suggests that G20 nations should provide climate finance and scientific support to help the GoSL efficiently develop and execute its climate mitigation and adaptation strategies a path to climate justice.