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Risa: Robotic Interface For Sit-To-Stand Assistance, Hieu Tran, Rinat Mynnakhmetov, Ricardo Frumento Sr, Yu Sun May 2026

Risa: Robotic Interface For Sit-To-Stand Assistance, Hieu Tran, Rinat Mynnakhmetov, Ricardo Frumento Sr, Yu Sun

Bellini College REU Symposium (BCREUS)

Mobility limitations in older adults are expected to become increasingly prevalent, along with the larger proportion of the world’s elderly population over the next decades [1]. Among these problems is the difficulty many elderly individuals face when transitioning from a seated to a standing pose. Loss of lower-body strength and balance makes this daily activity near impossible without assistance. To address this motor impairment, solutions were developed. For example, the Elderly Bodily Assistance Robot (E-BAR) provides body-weight support using handles, pulleys, and frames [2]. While these systems demonstrate the feasibility of robotic assistance, they present key limitations. Firstly, mechanical designs …


Modality-Specific Confidence And Uncertainty Metrics For Vision-Language Models, Sahasra Kondapalli, Poyraz An, Trung Dong, Lara Radovanovic, Xiaomin Lin May 2026

Modality-Specific Confidence And Uncertainty Metrics For Vision-Language Models, Sahasra Kondapalli, Poyraz An, Trung Dong, Lara Radovanovic, Xiaomin Lin

Bellini College REU Symposium (BCREUS)

Introduction and Problem Statement

Vision-Language Models (VLMs) are increasingly being integrated into high-stakes environments, such as autonomous robotics used in shared workspaces and as multimodal medical assistant systems. However, current models still have inherent uncertainties, often producing errors or false confidence in responses [1]. Such errors, when passed undetected, can cause serious issues in medical implementations. In shared workspaces, false confidence can lead to safety hazards, or disruption. Du et al. present an evaluation of uncertainty, specifically in the field of human-robot interaction [2]. Such faults are only magnified with the addition of the vision modality, thus highlighting the need …


Beyond Folded Proteins: Assessing The Limits Of Ai Structure Prediction For Intrinsically Disordered Complexes, Juan Velasquez, Faith Robinson, Sebastien Ghent, Taseef Rahman May 2026

Beyond Folded Proteins: Assessing The Limits Of Ai Structure Prediction For Intrinsically Disordered Complexes, Juan Velasquez, Faith Robinson, Sebastien Ghent, Taseef Rahman

Bellini College REU Symposium (BCREUS)

Introduction & Problem

Intrinsically disordered proteins (IDPs) and their associated “fuzzy” complexes represent a major unresolved challenge in structural biology. Unlike traditional protein complexes that adopt stable, well-defined tertiary structures, fuzzy complexes retain conformational heterogeneity even in the bound state [1]. This dynamic behavior is functionally important in processes such as transcriptional regulation, signaling, and phase separation, but it complicates both experimental characterization and computational prediction. Recent advances in deep learning-based protein structure prediction, particularly AlphaFold2 and its successors, have demonstrated near-experimental accuracy for ordered proteins [2]. However, these models are fundamentally trained on static structural data, primarily derived from …


Hacksee: Security Platform For All, Jamie Giarratana, Mohamed Eltonamly, Ben Gipalo, Robert Karam May 2026

Hacksee: Security Platform For All, Jamie Giarratana, Mohamed Eltonamly, Ben Gipalo, Robert Karam

Bellini College REU Symposium (BCREUS)

HaCKSEE intends to provide an online hardware security training platform to educators at a reduced cost. By centralizing physical experiment hardware to a provisioning service and implementing timesharing via a dynamic queue system and custom hardware, we can dramatically reduce costs while retaining a familiar workflow. HaCKSEE allows students to flash custom firmware and experiments to experiment boards and return outputs (e.g. power-consumption data) to be displayed in the development environment.

HaCKSEE offers a new approach that enables educators and trainees to get started without the high barrier-to-entry costs associated with traditional hardware security training.


Lighting The Blame: Socioeconomic Status And Lung Cancer Stigma, Maille Kimble May 2026

Lighting The Blame: Socioeconomic Status And Lung Cancer Stigma, Maille Kimble

Research Symposium

Lung cancer is a highly stigmatized illness, and patients often face societal stigma that increases the psychological burden of coping with the disease while limiting access to high-quality social support and allyship within the medical system (Sudts et al., 2024). Stigma associated with smoking, in particular, may serve as a significant barrier to care and compromise health outcomes. This study investigates whether socioeconomic status (SES) contributes to the perpetuation of stigmatized beliefs about individuals with lung cancer. Individuals from lower SES backgrounds are frequently targets of prejudice and are more likely to be perceived as responsible for the adversities they …


Preventative Healthcare With Wings, Ella Bruzek May 2026

Preventative Healthcare With Wings, Ella Bruzek

Research Symposium

Vultures are the most important scavenger species on Earth. They fill a critical niche for ecological and public health by rapidly locating and consuming carrion that may otherwise contaminate soil and water sources, allow for an increase in populations of mammalian scavengers, and lead to disease outbreaks. Vulture populations worldwide are declining. Of the six vulture species in South Africa, all species are classified as either vulnerable, endangered, or critically endangered. Ongoing threats such as black market activity, poisoning, and other forms of poaching continue to drive this population loss. This is frightening considering that in South Asia, where vulture …


Linkage And The Loss Of Short Stamens In Arabidopsis Thaliana, Natalie Dresdner, Scarlett Dellacona, James Bingman, Jeffrey K. Conner May 2026

Linkage And The Loss Of Short Stamens In Arabidopsis Thaliana, Natalie Dresdner, Scarlett Dellacona, James Bingman, Jeffrey K. Conner

Research Symposium

How do genetic correlations between traits contribute to evolutionary processes? This study investigates the role of genetic linkage in an unexplained geographic cline of floral trait loss in Arabidopsis thaliana. A diagnostic characteristic of the Brassicaceae family is the arrangement of four long stamens and two short stamens in each flower. These short stamens are adaptive in outcrossing and have lost this function in highly selfing A. thaliana. Short stamens demonstrate incomplete loss across A. thaliana’s native range, with fewer stamens produced at lower altitudes and latitudes. We hypothesized that short stamen number is correlated with one or more traits …


Perceptions Of Fairness And Competitiveness Amongst Trans Athletes, Roxie Freifeld, Ryley Steggall, Norah Holder, Rebecca Totton May 2026

Perceptions Of Fairness And Competitiveness Amongst Trans Athletes, Roxie Freifeld, Ryley Steggall, Norah Holder, Rebecca Totton

Research Symposium

Recent years have seen a rise in discourse concerning the participation of transgender athletes in collegiate sports. Since 2020, 23 US states enacted laws barring transgender athletes from competing in sports on teams aligned with their gender identity. In February of 2025, President Trump signed an executive order banning transgender women from competing in women’s collegiate sports. This policy was adopted by the NCAA. This study evaluated perceptions towards transgender women competing in collegiate athletics. In this 2x2 between participants’ design study, (n = 216) Prolific participants read a vignette about a college sprinter where the identity (transgender or cisgender …


Self-Excitation As A Mechanism For Adaptive Behavior And Autism Spectrum Variation, Alicia Yuan, Alina Tu May 2026

Self-Excitation As A Mechanism For Adaptive Behavior And Autism Spectrum Variation, Alicia Yuan, Alina Tu

Research Symposium

In this work, we explore how self-excitation, represented by excitatory self-weights (connection strengths from small populations of neurons to themselves), shapes adaptive behavior in dynamic environments. We hypothesize that the strength of self-excitation defines the autism spectrum in autism spectrum disorder (ASD). We simulate networks where self-excitation ranges between 0 and 1, systematically varying other parameters of the model to confirm that our findings are robust to these changes. Our results suggest that the optimal level of self-excitation depends on environmental stability. In rapidly changing environments, lower self-excitation leads to more flexible responses, favoring individuals lower on the autism spectrum …


Ses And Cognitive Interdependence In Romantic Relationships, Emily Young, Alexis Coniku, Ledina Imami May 2026

Ses And Cognitive Interdependence In Romantic Relationships, Emily Young, Alexis Coniku, Ledina Imami

Research Symposium

Lower socioeconomic status (SES) couples face many relationship challenges, from conflict to high rates of divorce. Recent work shows that, in response to these challenges, lower-SES people engage in self-protection, which may lower relationship satisfaction. These findings suggest that SES may influence the extent to which couple members perceive each other as one unit, which may contribute to important relationship outcomes. Here we test this idea by exploring if SES predicts people’s cognitive representations of their partner. Two studies (total N = 468) tested if: 1) SES was associated with cognitive interdependence (CI), as seen in spontaneous plural pronoun use …


Paired Fossil Burrows From Los Cabos Group Of Spain, Cambrian-Ordovician: A New Ichnotaxon Or Rosselia Prolifera?, Paige Grossenbacher, Maximiliano Paz May 2026

Paired Fossil Burrows From Los Cabos Group Of Spain, Cambrian-Ordovician: A New Ichnotaxon Or Rosselia Prolifera?, Paige Grossenbacher, Maximiliano Paz

Research Symposium

The Middle Cambrian to Lower Ordovician Los Cabos Group from Spain constitutes a >6000 m-thick succession deposited in the margin of Northern Gondwana. The succession is represented by sandstone and mudstone associated with deltaic systems affected by tides, waves, and storms. An unusual occurrence of a fossil burrow known as Rosselia was studied, in order to understand its morphology, potential producers, and ethology. Rosselia is usually represented by a single vertical tube that has a concentric infill, whereas the studied specimens are found in a paired form. The specimens occur in ripple cross-laminated and cross-bedded flaser sandstone interpreted to be …


Probing Vs Declarative Ads, Emily Young May 2026

Probing Vs Declarative Ads, Emily Young

Research Symposium

Finding common ground on controversial issues is essential for a functioning democracy. Can the way political messaging is packaged affect whether attitudes shift? Probing messages ask viewers how they feel on an issue, while declarative messages tell viewers how they should feel. I hypothesized that a probing message would be more effective in changing attitudes. Across two studies (N = 889, N = 158), I measured participants’ opinion on two issues (immigration and abortion). Two weeks later, participants saw an infographic supporting the opposing position with either a probing question or a declarative statement at the top. Their new opinions …


Anti-Transgenderism In The Us Sociopolitical Realm, Jasper King May 2026

Anti-Transgenderism In The Us Sociopolitical Realm, Jasper King

Research Symposium

I investigate the contemporary anti-trans countermovement within the US and how it frames itself in opposition to trans* existence. Past research suggests that this countermovement arose partially in legacy of the modern anti-gay countermovement and partially in response to a perceived threat of a racialized gendered hierarchy. However, this past research is limited by not considering the roles the concepts of ideology and terrorism play in anti-trans debates, specifically with the phrases of ‘transgenderism’ and ‘radical gender/trans ideology.’ I assess three main sources of data: the content of about 2300 state-based anti-trans legislation from 2019 to 2025; anti-transgenderism sociopolitical commentary …


An Increased Understanding Of Political Sociology Would Create A More Pluralistic Society, Mariam H. Jabbar May 2026

An Increased Understanding Of Political Sociology Would Create A More Pluralistic Society, Mariam H. Jabbar

Thinking Matters Symposium

What are we socially lacking in relation to our current social

identity, based on political and historical events, to create a pluralistic society?

What do we need to prioritize socially to bring awareness for a more

contemporary social construct? My points as a political sociology student will be

focused on how society applies political association to power through unity by

division of society.


Organizational Theory And Nurse Burnout: A Secondary Data Analysis Before And After Covid-19, Bridget Webb, Jennifer Mallow, Suzy Mascaro Walter, Kesheng Wang, Tina Antill Keener, Tim Cunningham May 2026

Organizational Theory And Nurse Burnout: A Secondary Data Analysis Before And After Covid-19, Bridget Webb, Jennifer Mallow, Suzy Mascaro Walter, Kesheng Wang, Tina Antill Keener, Tim Cunningham

Creating Healthy Work Environments (CHWE)

Background: Nurse burnout is a global health priority that has been compounded by Coronavirus 2019 (COVID-19). Organizational theory states that nurse burnout is directly impacted by operant mechanisms (nurse characteristics, nurse specialization) and hospital-wide models. The purpose of this study is to determine the relationship between hospital wide models (evidence-based care, team-based care, discharge planning, care coordination), operant mechanisms (nurse characteristics and specialization), and outcomes (nurse burnout) before and after COVID-19.

Design: A cross-sectional design was applied, using secondary data analysis.

Methods: A secondary data analysis using the 2018 and 2022 NSSRN data set was used to …


Catherine Puma, Catherine Puma May 2026

Catherine Puma, Catherine Puma

Virginia Poets Database: A Literary and Educational Resource

No abstract provided.


Katherine Gekker, Katherine Gekker May 2026

Katherine Gekker, Katherine Gekker

Virginia Poets Database: A Literary and Educational Resource

No abstract provided.


Cultural Dimensions And Ethical Perceptions Of Tax Evasion In The Digital Tax Reporting Era, Renna Magdalena, Henny Cheirine Apr 2026

Cultural Dimensions And Ethical Perceptions Of Tax Evasion In The Digital Tax Reporting Era, Renna Magdalena, Henny Cheirine

International Conference on Business and Management Research (ICBMR)

Tax evasion is still a significant challenge for Indonesia's state revenue. This study examines how Hofstede's cultural dimension affects the ethical perception of tax evasion in Javanese MSME owners to overcome the gap in understanding of cultural factors that affect tax compliance behaviour at the individual level. In the context of a tax reporting system that has been fully digitised through e-filing and online applications, it is important to understand that the existence of technology does not necessarily remove the moral rationale for fraudulent acts. A quantitative survey was conducted on 112 MSME owners. Using validated instruments, the study used …


A Human-Technology Centered Sustainability Framework For Digital Transformational Leadership And Ai In Indonesian Islamic Non-Profit Organizations, Ardi Ardi, Yohana Fcp Meilani, Margaretha Pink Berlianto, Sylvia Samuel Dr., Maureen Arthajaya Ms. Apr 2026

A Human-Technology Centered Sustainability Framework For Digital Transformational Leadership And Ai In Indonesian Islamic Non-Profit Organizations, Ardi Ardi, Yohana Fcp Meilani, Margaretha Pink Berlianto, Sylvia Samuel Dr., Maureen Arthajaya Ms.

International Conference on Business and Management Research (ICBMR)

This study promotes a Human-Technology Centered Sustainability paradigm by examining how artificial intelligence (AI) and digital transformational leadership intersect within Indonesian Islamic non-profit organizations. It moves beyond viewing AI as a mere tool, instead assessing organizational readiness for adoption and identifying areas for strategic development. The research emphasizes aligning AI with human values, social equity, and individual dignity, advocating for ethical integration that respects humanistic principles. Using an exploratory methodology literature review, organizational report analysis, and publication trend mapping the study highlights the need for collaborative policy-making, ethical frameworks, and innovation to ensure sustainable human-technology interaction. Key ethical concerns include …


One For All, All For Innovation: Transforming The Indonesia’S Public Sector Through Ambidextrous Leadership, Dian Mulia Sari, Elok Savitri Pusparini Apr 2026

One For All, All For Innovation: Transforming The Indonesia’S Public Sector Through Ambidextrous Leadership, Dian Mulia Sari, Elok Savitri Pusparini

International Conference on Business and Management Research (ICBMR)

In an era defined by volatility, uncertainty, complexity, and ambiguity (VUCA), public sector organizations face increasing pressure to innovate. This study examines how ambidextrous leadership influences innovative work behavior (IWB) among civil servants, with psychological ownership (PO) serving as a mediator. Using a quantitative approach, data were collected from 152 structural and functional officials within Indonesia’s State Finance Organization (OKN) and analyzed using PLS-SEM. The results indicate that ambidextrous leadership has a significant direct effect on IWB. More importantly, psychological ownership mediates this relationship through two distinct pathways: promotive PO strengthens IWB by fostering confidence and proactive contribution, while preventive …


Driving Innovative Work Behavior In The Public Sector: The Roles Of Transformational Leadership And Change Management, Hafsah Fibrihirzani, Elok Savitri Pusparini Apr 2026

Driving Innovative Work Behavior In The Public Sector: The Roles Of Transformational Leadership And Change Management, Hafsah Fibrihirzani, Elok Savitri Pusparini

International Conference on Business and Management Research (ICBMR)

Innovative work behavior is a strategic factor in strengthening innovation capacity in the public sector and fostering an innovative organizational climate. Understanding how transformational leadership and change management contribute to innovative work behavior is therefore essential for enhancing performance and sustainability in public organizations. This study analyzes the influence of transformational leadership on employees’ innovative work behavior, with change management as a mediating variable.

The study used a quantitative approach, with data collected from 159 employees of a public research institution. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique to examine both direct …


Cutting Red Tape In Research: A Business Process Improvement Approach For The Riim Collaboration Scheme, Novia Nurul Fatmawati, Arviansyah Arviansyah Apr 2026

Cutting Red Tape In Research: A Business Process Improvement Approach For The Riim Collaboration Scheme, Novia Nurul Fatmawati, Arviansyah Arviansyah

International Conference on Business and Management Research (ICBMR)

Strengthening the national research and innovation ecosystem is crucial for sustainable development, with the government playing a key role through strategic funding schemes. The Research and Innovation for Advanced Indonesia (RIIM) Collaboration scheme, managed by the National Research and Innovation Agency (BRIN), is vital for fostering international research partnerships. However, its implementation faces significant challenges, including lengthy and complex business processes that lead to delays in research execution. This study aims to analyze the current (as-is) business process of the RIIM Collaboration scheme and design an optimized (to-be) process to enhance operational efficiency. This research employs a mixed-method case study …


Beyond Bureaucracy: Entrepreneurial Mindset And Ai Readiness As Drivers Of Business Model Innovation In Blu Business Units — A Conceptual Framework, Ahmad Nurholis, Muhammad Rifky Adzakie Apr 2026

Beyond Bureaucracy: Entrepreneurial Mindset And Ai Readiness As Drivers Of Business Model Innovation In Blu Business Units — A Conceptual Framework, Ahmad Nurholis, Muhammad Rifky Adzakie

International Conference on Business and Management Research (ICBMR)

This paper advances a conceptual framework that examines how entrepreneurial mindset (EM) and AI readiness interact to shape business model innovation (BMI) and financial performance (FP) within Indonesia’s profit-oriented Public Service Agency (BLU) business units. As hybrid organizations, BLU business units must simultaneously fulfill their public service mandate while pursuing revenue generation, creating a unique context that demands stronger theoretical grounding. The framework draws on New Public Management (NPM) principles and the Dynamic Capabilities (DC) perspective to argue that an entrepreneurial mindset stimulates BMI both directly and indirectly through enhanced AI readiness. In turn, BMI is positioned as a driver …


Ai As A Catalyst For Managerial Strategy Transformation: Operational Efficiency And Business Model Innovation, Nazilatul Hidayah Apr 2026

Ai As A Catalyst For Managerial Strategy Transformation: Operational Efficiency And Business Model Innovation, Nazilatul Hidayah

International Conference on Business and Management Research (ICBMR)

This study investigates how Artificial Intelligence (AI) serves as a catalyst for managerial strategy transformation, focusing on two critical areas: operational efficiency and business model innovation. Drawing on multiple case studies, the paper analyzes how companies such as Unilever, Wayfair, Amazon, and Alibaba integrate AI technologies into their strategic processes. Results show that AI implementation has enabled cost reductions of up to 15-20%, improved throughput in logistics operations, and enhanced personalization strategies that significantly impact revenue. For instance, Alibaba attributes approximately 35% of its sales volume to AI-powered recommendation systems. These outcomes demonstrate that AI not only improves operational workflows …


3t Of Tech, Taste, And Transformation In Coffeepreneurship, Razinda Tasnim Abdul Rahim, Mohd Faizuddin Muhammad Zuki, Nur Syamilah Md Noor Apr 2026

3t Of Tech, Taste, And Transformation In Coffeepreneurship, Razinda Tasnim Abdul Rahim, Mohd Faizuddin Muhammad Zuki, Nur Syamilah Md Noor

International Conference on Business and Management Research (ICBMR)

The global coffee industry is rapidly transforming due to digitalization, evolving consumer preferences, and sustainability trends. Coffeepreneurship, blending entrepreneurial innovation with coffee culture, has emerged as a competitive business model. This study applies the 3T- Technology, Taste, and Transformation to assess digital innovation, consumer experience, and business adaptation in coffee entrepreneurship. Despite opportunities in digital transformation, coffeepreneurs face challenges such as market saturation, financial constraints, and regulatory barriers. Limited access to fintech solutions and supply chain inefficiencies further hinder scalability. This study addresses these gaps by analyzing how technology, branding, and financial literacy influence coffeepreneurs' long-term sustainability using the VRIO …


Sharia Compliance And Stock Price Crash Risk: Evidence From Indonesia, Asty Khairi Inayah Syahwani, Arief Wibisono Lubis, Dwi Nastiti Danarsari Apr 2026

Sharia Compliance And Stock Price Crash Risk: Evidence From Indonesia, Asty Khairi Inayah Syahwani, Arief Wibisono Lubis, Dwi Nastiti Danarsari

International Conference on Business and Management Research (ICBMR)

This study examines the impact of sharia compliance on stock price crash risk, controlling for company fundamental characteristics, among firms listed on the Indonesia Stock Exchange from 2021 to 2024. Panel data was analyzed using a dynamic panel model (System GMM) and crash risk is measured using NCSKEW and DUVOL. The results show that Sharia compliance significantly reduces stock price crash risk when measured using NCSKEW, while its effect on DUVOL is insignificant. This finding is consistent with the robustness check using the two-step System GMM, suggesting that Sharia principles can be a mitigating mechanism for extreme crash risk. These …


Fintech Innovation And Strategy In Islamic Financial Services In Indonesia: Mapping Trends And Correlations Through Digital Content Analysis, Faisal Binsar S.T., M.M.S.I, Dr., Muhammad Bayu Drs., M.M., Dr., Arif Budiman S.Kom, M.Kom, Lisa Puspitasari S.E., M.Si., Dr. Apr 2026

Fintech Innovation And Strategy In Islamic Financial Services In Indonesia: Mapping Trends And Correlations Through Digital Content Analysis, Faisal Binsar S.T., M.M.S.I, Dr., Muhammad Bayu Drs., M.M., Dr., Arif Budiman S.Kom, M.Kom, Lisa Puspitasari S.E., M.Si., Dr.

International Conference on Business and Management Research (ICBMR)

This study explores the impact of fintech innovations and strategies on the operational efficiency and service quality of Islamic financial services in Indonesia, emphasizing their alignment with Islamic financial principles. Using a descriptive quantitative methodology, the research employs digital content analysis of online reviews and social media discussions to uncover key themes. Advanced analytic techniques, including topic modeling with Gibbs Sampling for Dirichlet Multinomial Mixture (GSDMM) and cosine similarity for inter-topic correlation analysis, are applied to data sourced from various digital platforms. The findings reveal three dominant themes: media and community interaction, the performance and services of Islamic financial institutions, …


Project Scheduling Analysis For The Overhaul Of Indramayu Steam Power Plant (Pltu), Hano Kharismantoko, Ratih Dyah Kusumastuti Apr 2026

Project Scheduling Analysis For The Overhaul Of Indramayu Steam Power Plant (Pltu), Hano Kharismantoko, Ratih Dyah Kusumastuti

International Conference on Business and Management Research (ICBMR)

This study aims to analyze time and cost efficiency in the overhaul project of PLTU Unit 2 Indramayu by applying project crashing using mixed method approach. The growing electricity demand in Indonesia and the vital role of Steam Power Plants (PLTU) require effective maintenance strategies to prevent revenue losses due to overhaul project delays. The research integrates qualitative insights from direct observation and interviews with quantitative data from project documentation. The Work Breakdown Structure (WBS) and Critical Path Method (CPM) were used to identify critical activities, followed by project crashing using linear programming approach to determine the optimal schedule and …


Strategies To Maximize User Satisfaction And Experience, Consumers' Perspective On Logistic Company Performance In Surabaya., Hananiel M. Gunawan Mr Apr 2026

Strategies To Maximize User Satisfaction And Experience, Consumers' Perspective On Logistic Company Performance In Surabaya., Hananiel M. Gunawan Mr

International Conference on Business and Management Research (ICBMR)

This study examines the influence of Cost Efficiencies (CE), Regulatory Compliance (RC), Technology Integration (TI), and Network Reach (NR) on Customer Experience (CX) and Customer Satisfaction (CS), and how these factors subsequently affect Company Performance (CP) in the context of express delivery services for export activities. The research employed primary data with 100 valid responses from a total of 168 returned questionnaires, collected through purposive sampling. Eligible respondents were UPS customers who had used export services at least twice within the past three months. Data obtained were analyzed using quantitative methods. The findings reveal a significant positive relationship between Customer …


Designing Digital Marketing Through Generative Ai For Koperasi Merah Putih Urban, Alfonsius Alfonsius, Daniel Cassa Augustinus, Ricky Banke Apr 2026

Designing Digital Marketing Through Generative Ai For Koperasi Merah Putih Urban, Alfonsius Alfonsius, Daniel Cassa Augustinus, Ricky Banke

International Conference on Business and Management Research (ICBMR)

This qualitative study examines the potential of Generative Artificial Intelligence (GenAI) to strengthen digital marketing strategies for urban cooperatives, focusing on Koperasi Merah Putih Urban in Medan, Indonesia. Despite cooperatives playing a crucial role in promoting inclusive economic growth, many remain dependent on offline promotion, facing challenges of visibility, uneven member engagement, and lack of sustainable governance structures. Using a juridical-empirical case study approach, data were collected through semi-structured interviews with cooperative officials and MSME actors, observation of cooperative communities, and analysis of legal and policy documents. Thematic analysis revealed three key issues: limited visibility due to inconsistent branding, unequal …