Analisis Dampak Teknologi Artificial Intelligence Terhadap Manajemen Pemasaran
DOI:
https://doi.org/10.37478/jpe.v10i1.6183Abstract
This research aims to analyze the impact of Artificial Intelligence (AI) technology on marketing management in the digital era. Using a qualitative approach with descriptive analysis, this research examines the transformation that occurs in marketing practices due to the application of AI technology. The research results show that AI has a significant impact on various aspects of marketing management, including customer segmentation, content personalization, marketing process automation, predictive analysis, and customer experience. Positive impacts identified include increased operational efficiency, targeting accuracy and marketing campaign ROI. However, there are also challenges in the form of the need for large technology investments, dependence on quality data, and customer privacy issues. This research recommends that companies develop a gradual AI implementation strategy, increase HR capabilities, and build a robust data infrastructure to maximize the benefits of AI technology in marketing management.
Downloads
Keywords:
artificial intelligence, marketing management, digital transformation, marketing automation, predictive analyticsReferences
Amstrong, G., & Kotler, P. (2018). Prinsip-Prinsip Pemasaran Jilid 1 Edisi 16. Jakarta: Erlangga.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. 7th Edition. Harlow: Pearson Education.
Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24-42.
Dewi, S. R., & Pratama, A. B. (2020). Implementasi Artificial Intelligence dalam Strategi Pemasaran Digital di Era Industri 4.0. Jurnal Manajemen dan Bisnis Indonesia, 6(2), 145-162.
Firmansyah, A. (2019). Pemasaran Digital: Teori dan Aplikasi. Jakarta: Qiara Media.
Haenlein, M., & Kaplan, A. (2019). A brief history of artificial intelligence: On the past, present, and future of artificial intelligence. California Management Review, 61(4), 5-14.
Huang, M. H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2), 155-172.
Jarek, K., & Mazurek, G. (2019). Marketing and artificial intelligence. Central European Business Review, 8(2), 46-55.
Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135-155.
Maulana, H. A., & Susilo, H. (2019). Pengaruh Teknologi Artificial Intelligence terhadap Efektivitas Pemasaran Digital pada UKM di Indonesia. Jurnal Administrasi Bisnis, 67(1), 89-98.
Nugraha, D. P., & Setiawan, R. (2021). Analisis Implementasi Machine Learning dalam Customer Relationship Management: Studi Kasus pada E-commerce Indonesia. Jurnal Sistem Informasi dan Teknologi, 3(2), 78-87.
Pramesti, D., & Wijaya, C. (2020). Transformasi Digital Marketing melalui Artificial Intelligence: Peluang dan Tantangan bagi Perusahaan Indonesia. Jurnal Manajemen Pemasaran, 14(1), 23-35.
Pratiwi, L. N., & Andika, M. (2021). Peran Chatbot dalam Meningkatkan Customer Experience pada Layanan Digital Banking. Jurnal Teknologi Informasi dan Komunikasi, 8(1), 45-58.
Putri, A. S., & Rahman, T. (2020). Penggunaan Big Data Analytics dalam Strategi Pemasaran: Studi Literature Review. Jurnal Riset Bisnis dan Manajemen, 13(2), 112-125.
Ramadhani, F., & Sari, I. P. (2019). Implementasi Teknologi Artificial Intelligence dalam Industri Perbankan Indonesia: Analisis Manfaat dan Tantangan. Jurnal Ekonomi dan Bisnis Digital, 2(3), 167-180.
Russell, S., & Norvig, P. (2020). Artificial Intelligence: A Modern Approach. 4th Edition. Hoboken: Pearson Education.
Santoso, B., & Margaretha, S. (2021). Analisis Penerapan Marketing Automation dalam Meningkatkan Efisiensi Kampanye Pemasaran Digital. Jurnal Marketing Mix, 11(1), 34-47.
Syahputra, R., & Novalina, A. (2020). Dampak Implementasi Artificial Intelligence terhadap Produktivitas Karyawan di Sektor Pemasaran. Jurnal Manajemen Sumber Daya Manusia, 5(2), 201-215.
Tanuwijaya, H., & Kosasih, W. (2019). Strategi Implementasi Teknologi AI dalam Bisnis Retail: Perspektif Manajemen Perubahan. Jurnal Teknologi dan Manajemen, 17(1), 56-71.
Wibowo, A., & Kusuma, H. (2021). Personalisasi Konten Digital menggunakan Algoritma Machine Learning: Studi Kasus Platform Media Sosial Indonesia. Jurnal Informatika dan Sistem Informasi, 7(2), 89-104.
Widodo, T., & Prasetyo, D. A. (2020). Analisis Faktor-Faktor yang Mempengaruhi Adopsi Artificial Intelligence dalam Industri E-commerce di Indonesia. Jurnal Teknologi Informasi dan Manajemen, 1(2), 78-92.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Sayful Amrin
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
