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All Journal International Journal of Artificial Intelligence Research Jurnal Ilmiah Al-Syir'ah Jurnal Pengabdian Masyarakat AbdiMas Gorontalo Journal of Public Health International Journal Of Science, Technology & Management (IJSTM) Kontigensi: Jurnal Ilmiah Manajemen Jurnal Ekonomi Utama (Juria) International Journal of Sharia Business Management
Mahadewi, Erlina Puspitaloka
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Medicine & Pharmacology Public Health Social Sciences Transportation

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Strategi Pemasaran Berbasis Data (Data-Driven Marketing) untuk Meningkatkan Kinerja Penjualan: Studi Empiris di Perusahaan Startup Mahadewi, Erlina Puspitaloka; Iswara, Arnastya
Astina: Jurnal Ekonomi Utama Vol 4 No 1 (2025): Jurnal Ekonomi Utama (Juria)
Publisher : CV. Astina Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55903/juria.v4i1.245

Abstract

Dalam era digital, strategi pemasaran berbasis data (data-driven marketing) menjadi pendekatan yang semakin penting dalam meningkatkan kinerja penjualan, terutama bagi perusahaan startup yang beroperasi dalam lingkungan bisnis yang dinamis dan kompetitif. Penelitian ini bertujuan untuk mengeksplorasi bagaimana perusahaan startup menerapkan strategi pemasaran berbasis data serta memahami tantangan dan peluang yang dihadapi dalam prosesnya. Dengan menggunakan metode kualitatif, penelitian ini mengadopsi pendekatan studi kasus pada beberapa perusahaan startup di Indonesia. Pengumpulan data dilakukan melalui wawancara mendalam dengan manajer pemasaran, analisis dokumen, serta observasi terhadap strategi pemasaran yang diterapkan. Hasil penelitian menunjukkan bahwa penerapan pemasaran berbasis data memungkinkan perusahaan untuk memahami perilaku pelanggan secara lebih mendalam, menyesuaikan strategi komunikasi, serta mengoptimalkan penggunaan saluran pemasaran digital. Namun, tantangan seperti keterbatasan sumber daya, kurangnya pemahaman terhadap analitik data, serta kesulitan dalam mengintegrasikan data dari berbagai sumber masih menjadi hambatan utama. Studi ini menyoroti pentingnya pengelolaan data yang efektif dan pengembangan kapabilitas analitik dalam perusahaan startup agar dapat memanfaatkan strategi pemasaran berbasis data secara optimal. Temuan ini diharapkan dapat memberikan wawasan bagi para pelaku bisnis startup dalam merancang strategi pemasaran yang lebih adaptif dan berbasis pada data.
The Impact Of Artificial Intelligence On Consumer Behavior: A Comprehensive Review Of Marketing Strategies In The Digital Age Mahadewi, Erlina Puspitaloka; Sanantagraha, Arnastya Iswara; Sugiharto, Amo
Kontigensi : Jurnal Ilmiah Manajemen Vol 13 No 1 (2025): Kontigensi: Jurnal Ilmiah Manajemen
Publisher : Program Doktor Ilmu Manajemen, Universitas Pasundan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/jimk.v13i1.687

Abstract

The advancement of Artificial Intelligence (AI) technology has brought significant changes to consumer behavior and marketing strategies in the digital age. This study aims to provide a comprehensive review of the impact of AI on consumer behavior while exploring marketing strategies adopted by businesses to address these changes. By utilizing literature analysis from recent journals, books, and scholarly articles, this research highlights how AI technologies—such as predictive algorithms, personalization, and chatbots—affect consumer decision-making processes, enhance customer experiences, and accelerate purchasing behaviors. On the other hand, AI also introduces new challenges related to privacy, ethics, and consumer trust in technology. The findings of this study reveal that companies successfully implementing AI into their marketing strategies are able to foster closer relationships with customers through more relevant and data-driven interactions. In this context, the role of technology in understanding consumer needs and preferences becomes a key driver of marketing success. This study provides valuable insights for academics and practitioners on how AI is transforming the marketing and consumer behavior landscape, while also recommending best practices for leveraging this technology. As such, this research emphasizes the importance of adapting to AI technologies to create added value in an increasingly competitive market.
Co-Authors Al Farisi, Muhammad Salman Al-Amin, Al-Amin Angela, Nofia Arnastya Iswara Sanantagraha Ayuba, Iyan El Hasan, Sawqi Saad Erlangga, Heri Fachmi Tamzil Hafidz, Gilang Pratama Heryana, Ade Iswara, Arnastya Khalid, Nour Kurniawati, Yatmi Mauludi, Andri Mohamad Reza Hilmy Muniroh, Muniroh Mustikawati, Intan Silviana Nisa, Puspita Chairun Nurmalasari, Mieke Pamungkas, Ario Putri Handayani Putri, Suci Sri Endah Lestari Mulyanto Ratnawati, Aryanti Sanantagraha, Arnastya Iswara Sangadji, Namira Wadjir Sugiharto, Amo Wahid, Hariyaty Ab Waslam Waslam, Waslam