Source: Untar Public Relations – RJ
Technological advancement cannot be separated from the moral responsibility and wisdom of those who use it. Technology is merely a tool designed to make life easier, while its direction and impact on society are ultimately determined by how people choose to utilize it.
This perspective was shared by Prof. Dr. Keni, S.E., M.M. during her inaugural address as a Permanent Professor of Management at Untar, held at the Auditorium of Untar Campus I on Thursday (30/10/2025).
Her address, entitled “Examining the Three Pillars Shaping Indonesians’ Digital Content Preferences,” explored social phenomena that have rapidly evolved in the digital era. She explained that changes in the way Indonesians consume and produce digital content reflect a major transformation in how people interact, communicate, and shape public opinion.
According to Prof. Keni, the integration of technology into everyday life has created a new reality in which digital content serves not only as a source of entertainment but also as a force that shapes values, perceptions, and social and economic decisions.
She identified three key factors influencing how people select and engage with digital content: attitude, subjective norm, and perceived content quality. These factors are rooted in the Theory of Planned Behavior and play a significant role in explaining individuals’ decisions to interact with content across digital platforms such as YouTube, TikTok, and Instagram.
She further emphasized the importance of digital literacy and social responsibility for all internet users in maintaining a healthy and productive digital ecosystem. Content creators were also encouraged to uphold moral responsibility by producing work that offers value, quality, and relevance to their respective fields of expertise. According to her, a creator’s credibility is a crucial factor in building public trust.
Untar Rector Prof. Dr. Amad Sudiro, S.H., M.H., M.Kn., M.M. expressed his appreciation for Prof. Keni’s achievement. “Within my first year as rector, Prof. Keni has become the first professor to be inaugurated. This achievement reflects not only academic excellence but also dedication to education, research, and community service,” he said.
Echoing the Rector’s remarks, Chairman of the Tarumanagara Foundation Board Prof. Dr. Ariawan Gunadi, S.H., M.H. added, “The path chosen by Prof. Keni is expected to inspire not only the Untar community but also the wider public. Her presence as a professor further strengthens resources in the fields of economics and business.”
Prof. Keni was officially inaugurated by the Rector of Untar through the presentation of a gold necklace, symbolizing the position of professor. The ceremony concluded with a special musical performance by alumni of the Untar Master of Management Program.
Also in attendance was Aprie Wellandira Suhari, S.A.P., Head of the Research and Community Service Team of the Higher Education Service Institution (LLDIKTI) Region III, representing LLDIKTI III. He expressed hope that Prof. Keni’s contributions as a newly appointed professor would continue to enrich and advance the field of higher education. (VC/YS)