ASEAN School of Business Network

Understanding Continuance Intention toward Indonesia’s National Health Insurance Mobile Application (Mobile JKN): Integrating Innovation Resistance and UTAUT Perspectives

Arif Hartono — 2026-07-23

Digital transformation in public healthcare has accelerated the development of mobile service platforms designed to enhance accessibility, efficiency, and transparency. In Indonesia, Mobile JKN was introduced as a national digital innovation to support the National Health Insurance system. Despite extensive population coverage, active application usage remains substantially lower than total membership, indicating challenges in sustaining digital engagement. This study examines the determinants of continuance intention and its impact on word-of-mouth (WOM) and intention to recommend among Mobile JKN users. Drawing on Innovation Resistance Theory (IRT) and selected UTAUT constructs, this study proposes a hybrid framework incorporating usage barriers, value barriers, traditional barriers, performance expectancy, effort expectancy, social influence, and facilitating conditions as predictors of continuance intention. Continuance intention, the user’s intention to continue using a service or product, is modeled as a mediator that influences word-of-mouth (WOM) and recommendation behavior. Using a quantitative causal-explanatory design and Partial Least Squares Structural Equation Modeling, the findings indicate that value and traditional barriers significantly reduce continuance intention, while enabling factors enhance sustained usage. Continuance intention positively influences WOM and intention to recommend. This study extends IRT into digital public healthcare contexts and provides strategic insights for policymakers seeking to enhance digital service retention and citizen advocacy.

The The Influence of Sustainable Fast Fashion on Generation Z's Purchasing Decisions

Khin Hnin Ko — 2026-07-23

Abstract

This study examines the influence of sustainable fast fashion on Generation Z’s purchasing decisions and explores the gap between their positive attitudes toward sustainability and their actual buying behavior. Although Gen Z is widely recognized as environmentally and socially conscious, a large portion of individuals continue to purchase products from fast fashion brands. This research aims to identify the key factors influencing this contradiction. A mixed-methods approach was used, which is a combination of quantitative and qualitative information. A total of 417 Gen Z respondents participated in an online survey, and 10 semi-structured interviews were conducted to gain deeper insights into consumer perceptions and motivations. The results show that although most of the respondents express awareness of environmental issues and support the concept of sustainable fashion, their purchasing behavior is strongly influenced by practical factors such as price, affordability, brand trust, and social media trends. Price sensitivity emerged as the most significant barrier, particularly among students with limited budgets. Additionally, concerns about greenwashing reduce consumer trust in sustainability claims made by fashion brands. Social media was discovered to both raise awareness of sustainability and promote the trends of fast fashion. The study summarizes that Gen Z’s support for sustainable fast fashion is conditional and mostly depends on affordability, transparency, and trendiness. These results highlight the importance for fashion brands to improve pricing strategies, transparency, and authentic sustainability communication to reduce the attitude-behavior gap and encourage more responsible consumption among young consumers.

Keywords: Sustainable fast fashion, Generation Z, Purchasing behavior, Attitude-behavior gap, Price sensitivity

Structural Social Capital, Practical Learning, and the Curvilinear Path to Frugal Innovation among Female Entrepreneurs

Handrio Adhi Adhi Pradana — 2026-07-23

This study investigates how structural social capital and practical learning contribute to the achievement of frugal innovation, while also assessing the nonlinear influence of structural capital on frugality outcomes. Innovation within the SME sector is often constrained by limited resources, making the pursuit of value creation through frugal approaches both challenging and essential. In this context, recognizing the forms of resource capital available and ensuring their effective management become critical for enabling firms to generate added value despite environmental constraints. The research focuses on 209 female entrepreneurs operating within traditional textile industries, a sector characterized by its dual challenge of preserving cultural heritage while simultaneously responding to pressures for operational modernization and evolving consumer preferences. Employing a variance based SEM approach, this study examines both the direct effects and quadratic relationships among the key variables. The findings are expected to offer insights for entrepreneurs and stakeholders regarding the strategic importance of social resources as a foundation for competitive advantage in resource limited environments. At the same time, the study highlights the nonlinear nature of social capital, emphasizing that only a certain degree of social embeddedness within the community optimally enhances organizational productivity.

The Role of Generative Artificial Intelligence in Shaping Consumer Behavior toward Sustainable Consumption: A Systematic Literature Review

Muniratul Ulfah — 2026-07-23

Generative Artificial Intelligence (GenAI) has emerged as a transformative technology that reshapes consumer decision-making and creates new opportunities to promote sustainable consumption. However, existing studies remain fragmented across marketing, consumer behavior, and sustainability literature, limiting a comprehensive understanding of GenAI’s role in encouraging sustainable consumer behavior. This study aims to systematically synthesize the existing literature on the role of GenAI in shaping consumer behavior toward sustainable consumption. A Systematic Literature Review (SLR) was conducted following the PRISMA 2020 guidelines. Relevant English-language publications indexed in the Scopus database from 2020 to 2026 were identified and analyzed using thematic analysis. The review identifies seven major themes, including the evolution of GenAI in consumer decision-making, AI-driven personalization, psychological mechanisms, sustainable marketing, behavioral determinants, ethical challenges, and future research directions. The findings indicate that GenAI facilitates sustainable consumption by improving personalized recommendations, trust, environmental knowledge, and consumer engagement, while transparency, privacy, and algorithmic bias remain critical challenges. This study contributes by integrating fragmented knowledge into a comprehensive thematic framework and proposing future research directions to advance AI-enabled sustainable consumption research and practice.

Keywords: Generative Artificial Intelligence, Consumer Behavior, Sustainable Consumption, Systematic Literature Review, Sustainability

Integrating Cognitive and Emotional Factors for AI Chatbot Use in Healthcare Sector

Ratna Roostika — 2026-07-23

This research integrates Cognitive and emotional aspects to understand the intention to continue using AI chatbots in the health sector. The rational/cognitive aspects are represented by perceived usefulness, while the emotional aspect is represented by perceived coolness. Valid questionnaires were collected from 240 respondents, with purposive sampling as the chosen sampling method. The research model was tested using SEM-PLS. The results indicate that perceived usefulness has significant effects on satisfaction and continuance intention to use the AI Chatbot. Perceived coolness, representing the emotional factor, also has a significant effect on satisfaction and intention to continue. The emotional factor was found to have a stronger effect than rational factors in determining the AI Chatbot continuance in healthcare services in Indonesia. Managers, healthcare service providers, and AI designers must highlight the enhancement of both rational and emotional aspects to gain satisfaction from health service users. Satisfaction is proven to be important for continuing intention for AI chatbot use in healthcare services. This study contributes to theoretical research by combining the Technology Acceptance Model (TAM) and the Expectation-Confirmation Model (ECM) within the context of healthcare services. Also, a unique aspect of this study is the integration of both rational and emotional aspects within the TAM framework.

How Green Product Innovation Strengthens the Link Between Brand Image and Purchase Decisions

Anas Hidayat — 2026-07-23

The development of eco-friendly products has shown significant growth in line with increasing consumer awareness of sustainability issues. However, the effectiveness of green marketing in driving purchase decisions still shows inconsistent empirical findings, particularly among the Generation Z segment in Indonesia. This study aims to analyze the influence of green marketing on purchase decisions, with the mediating role of green brand image and the moderating role of green product innovation. The study employs a quantitative approach with an explanatory research design. Respondents were Generation Z individuals who had previously purchased eco-friendly products, selected using purposive sampling. Data were collected via a 1–5 Likert-scale questionnaire and analyzed using Partial Least Squares-based Structural Equation Modeling (SEM-PLS). The results indicate that green marketing has a significant effect on green brand image but does not have a direct effect on purchase decisions. Furthermore, green brand image also does not have a significant effect on purchase decisions and thus fails to mediate the relationship between green marketing and purchase decisions. Other findings indicate that green product innovation does not moderate the relationship between green marketing and green brand image. However, green product innovation was found to strengthen the influence of green marketing on purchase decision as well as the influence of green brand image on purchase decision. This study confirms that Gen Z consumers’ purchase decisions are not only influenced by green marketing communication but also require tangible evidence through credible eco-friendly product innovations.

Employees’ Perceptions of the Use of Artificial Intelligence (AI) in the Workplace:

Uun Sriandari — 2026-07-23

Artificial Intelligence (AI) has become an important driver of organizational transformation, particularly in Human Resource Management (HRM), by improving efficiency, supporting decision-making, and enhancing employee performance. While large organizations have increasingly adopted AI in various HR functions, studies focusing on its implementation in small and medium-sized enterprises (SMEs), particularly in the food and bakery industry, remain limited. This study aims to explore the use of AI in the workplace from a human resource perspective through a qualitative case study of GG Bakery. Specifically, it examines how AI is utilized in HR practices, employees’ perceptions of AI adoption, and the opportunities and challenges arising from its implementation. This research employs a qualitative case study approach using semi-structured interviews with the business owner, managers, and employees, supported by direct observation and organizational documents. The collected data are analyzed using thematic analysis through open coding, axial coding, and selective coding to identify recurring themes and patterns. The findings reveal that AI contributes to improving administrative efficiency, facilitating employee learning, supporting communication, and assisting managerial decision-making. Employees generally perceive AI as a complementary tool that enhances productivity rather than replacing human roles. However, challenges such as limited digital literacy, resistance to technological change, and concerns regarding job security remain significant issues. This study concludes that successful AI implementation in SMEs requires not only technological readiness but also employee involvement, continuous training, supportive leadership, and an organizational culture that encourages innovation and adaptation.

Keywords: Artificial Intelligence, Human Resource Management, Employee Perspective, Qualitative Case Study, SMEs, GG Bakery.

The Empowering Women Entrepreneurs through Digital Platforms

ST AULIA P ASRI UTAMI UTAMI — 2026-07-23

The rapid advancement of digital platforms has emerged as a crucial catalyst for women's economic empowerment, particularly within the competitive home-based food and beverage (F&B) sector in Yogyakarta, an education and tourism hub with active digital consumption. This descriptive qualitative study explores how female culinary micro-entrepreneurs strategically utilize Instagram, TikTok, WhatsApp, and online food delivery applications to reach diverse market segments while identifying the operational challenges they encounter. Using a small-scale case study approach, data were gathered through in-depth interviews with three purposively selected female home-based culinary business owners in Sleman, Yogyakarta, and analyzed thematically. The findings reveal that digital platforms function as a practical equalizer: they reduce entry barriers, enable home-based ventures to compete with larger brands, strengthen household financial independence, and provide space for women's self-actualization beyond traditional domestic roles. However, the study identifies two interrelated categories of challenges. The first is structural, namely dependency on unpredictable platform algorithms, delivery-app commission systems, and intense price wars. The second is psychological and operational, especially the double burden of managing real-time content, customer chats, delivery timing, and daily kitchen work. Theoretically, this study enriches digital entrepreneurship and women's empowerment literature by contextualizing platform-based agency within home-based micro-enterprises. Practically, it proposes digital adaptation strategies and evidence-based recommendations for local stakeholders to design targeted, sustainable digital literacy programs for novice women entrepreneurs.

The Corporate Biodiversity Paradox: Evidence of Biodiversity Disclosure and ESG Performance in Indonesia

MELLISA FITRI ANDRIYANI MUZAKIR — 2026-07-23

This study aims to analyze the effect of biodiversity disclosure on ESG performance in manufacturing companies listed on the Indonesia Stock Exchange, as well as to examine the moderating role of board gender diversity and firm size in this relationship. The background of this research is driven by the increasing urgency to integrate biodiversity issues into the global sustainability framework and the paradox of low biodiversity disclosure in Indonesia, despite a significant increase in the issuance rate of corporate sustainability reports. Using purposive sampling, this study utilizes data from companies included in the IDX30 index for the 2020–2025 period.

The results of this study demonstrate that biodiversity disclosure has a positive and significant effect on ESG performance. Board gender diversity is proven to negatively moderate this relationship, indicating that board gender diversity actually weakens the positive influence of biodiversity disclosure on ESG performance. Conversely, firm size moderates the relationship positively and significantly, showing that larger companies are able to strengthen the positive impact of biodiversity disclosure on ESG performance. These findings reinforce that biodiversity disclosure is a crucial factor in enhancing ESG performance, but its effectiveness is influenced by governance characteristics and corporate capacity.

The results are expected to provide theoretical contributions to the development of stakeholder theory and legitimacy theory within the context of biodiversity, as well as practical contributions for companies, regulators, and investors in designing effective biodiversity disclosure strategies to improve ESG performance and strengthen corporate legitimacy in emerging markets like Indonesia.

Keywords: biodiversity disclosure, ESG performance, board gender diversity, firm size

Board Diversity and Underpricing of Initial Public Offering (IPO) Companies: A Case Study on the Indonesia Stock Exchange

Sutrisno Sutrisno — 2026-07-23

In the initial public offering (IPO) process, a phenomenon often occurs where the initial price is lower than the market price on the first day of trading, often referred to as underpricing. Many factors influence the occurrence of underpricing, but this study aims to examine the influence of board diversity on underpricing. The board diversity variables that are expected to influence underpricing are board independence (BIND), board of commissioners (BCO), board size (BSZ), women on board (WOB), related board management (RBM), and board age (AGE). The population in this study were companies conducting initial public offerings between 2010 and 2024, with a sample of 437 companies. Hypothesis testing used panel data regression. Based on the model test results, the best panel data regression model was the fixed effect model. The results showed that the hypothesis was accepted: board independence (BIND), board of commissioners (BCOM), and women on board (WOB), while the variables board size, related board members (RMB), and board age did not affect underpricing.

Blessing or Backlash? The Organizational Shift Toward In-House Generative AI Advertising Production in Indonesia

Muhammad Saddam Sofyandi — 2026-07-23

This study examines the organizational shift toward in-house generative AI advertising production in Indonesia. As generative AI enables brands to produce visual assets, synthetic models, advertising copy, and campaign variations internally, traditional production arrangements involving external agencies, production houses, photographers, and model partners are being reconfigured. Guided by the Resource-Based View, Dynamic Capabilities Theory, Transaction Cost Economics, and the Automation–Augmentation Paradox, this study investigates whether this shift represents a strategic blessing or creates organizational and ecosystem backlash. A qualitative multiple-case study design was used, with data collected through semi-structured interviews with 14 informants representing in-house production teams, brand representatives, and external agency or production partners. The data were analyzed using thematic analysis. The findings show that in-house generative AI advertising production provides strategic benefits in terms of speed, cost efficiency, content scalability, personalization, campaign optimization, and creative workflow acceleration. However, the findings also reveal risks related to authenticity fatigue, emotionally weak content, copyright concerns, cultural misalignment, skill gaps, and pressure on external model agencies and production partners. The study concludes that this shift is best understood as selective internalization rather than full replacement. It becomes a blessing when AI augments human creativity and strengthens strategic control, but it becomes a backlash when AI is used merely as a cost-cutting substitute that weakens authenticity, displaces creative ecosystems, or undermines trust.

Artificial Intelligence-Driven Strategic Planning for Enhancing Sustainable Competitive Advantage in the Hospitality Industry

Sekar Vira Norqaidah — 2026-07-23

Abstract: The rapid advancement of Artificial Intelligence (AI) has fundamentally transformed the way organizations formulate strategies, make decisions, and achieve sustainable competitive advantage. In the hospitality industry, increasing market competition, changing customer expectations, and accelerated digital transformation have encouraged organizations to integrate AI into strategic planning processes to improve organizational agility, service innovation, and long-term competitiveness. Although previous studies have extensively examined AI applications in operational efficiency, customer experience, and service automation, limited research has comprehensively synthesized AI as a strategic capability that links strategic planning with sustainable competitive advantage in the hospitality context. Therefore, this study aims to systematically review the existing literature to analyze the role of Artificial Intelligence-driven strategic planning in enhancing sustainable competitive advantage within the hospitality industry. This study adopts a qualitative approach using the Systematic Literature Review (SLR) method, following a structured process of literature identification, screening, eligibility assessment, and thematic synthesis of peer-reviewed articles retrieved from reputable academic databases. The findings indicate that AI supports strategic planning by strengthening environmental scanning, improving strategic decision-making, enabling predictive analytics, enhancing customer personalization, optimizing operational efficiency, and fostering organizational adaptability. Furthermore, the integration of AI with Dynamic Capabilities facilitates continuous innovation and value creation, enabling hospitality organizations to maintain long-term competitive advantage in an increasingly dynamic business environment. This study contributes to the strategic management literature by providing a comprehensive conceptual synthesis of AI-driven strategic planning and offers practical insights for hospitality managers seeking to leverage AI as a strategic capability for sustainable organizational performance.

Keywords: Artificial Intelligence, Strategic Planning, Sustainable Competitive Advantage, Hospitality Industry, Systematic Literature Review.