Peran Literasi Digital dan Penerapan Teknologi Berbasis Artificial Intelligence Terhadap Bussiness Performance Study On Indonesian Hospitality

Viviana Eka Yolanda; Antin Rakhmawati

doi:10.31004/riggs.v4i2.1574

Authors

Viviana Eka Yolanda Universitas Yudharta Pasuruan
Antin Rakhmawati Universitas Yudharta Pasuruan

DOI:

https://doi.org/10.31004/riggs.v4i2.1574

Keywords:

Artificial Intelligence, Hospitality Industry, Literasi Digital, Business Performance

Abstract

Penelitian ini bertujuan untuk menganalisis peran literasi digital dan penerapan artificial intelligence (AI) terhadap kinerja bisnis (business performance) pada industri hospitality di Indonesia. Dalam era digital yang semakin berkembang, kemampuan sumber daya manusia dalam mengakses, memahami, dan memanfaatkan teknologi digital menjadi faktor krusial untuk meningkatkan efisiensi dan daya saing. Selain itu, implementasi teknologi AI seperti chatbot, sistem rekomendasi, dan otomatisasi layanan telah memberikan dampak signifikan terhadap pengalaman pelanggan dan operasional bisnis. Penelitian ini menggunakan pendekatan kuantitatif dengan metode path analisis terhadap manajer dan pelaku usaha di sektor perhotelan, restoran, dan layanan pariwisata. Hasil analisis menunjukkan bahwa literasi digital memiliki pengaruh positif terhadap kesiapan adopsi teknologi, sementara Penerapan Teknologi Berbasis AI secara langsung berdampak pada peningkatan kepuasan pelanggan, efisiensi operasional, dan profitabilitas. Temuan ini menekankan pentingnya peningkatan kapasitas digital serta investasi dalam teknologi AI guna mendorong pertumbuhan dan daya saing industri hospitality di Indonesia.

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