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Machine Learning Applications in Marketing Innovation: A Narrative Review of Global Trends and Challenges Lestari, Anggia Ayu; Yuliviona, Reni; Zulfikri, Agung
Novatio : Journal of Management Technology and Innovation Vol. 3 No. 3 (2025): July 2025
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/novatio.v3i3.1026

Machine learning (ML) is increasingly recognized as a transformative force in marketing innovation, reshaping organizational strategies and consumer engagement across multiple industries. This study reviews the literature on ML applications in marketing, with the objective of synthesizing evidence on predictive analytics, consumer segmentation, personalization, sentiment analysis, and automation. A systematic search was conducted across Scopus, Web of Science, and Google Scholar using targeted keywords such as “machine learning,” “marketing innovation,” “predictive analytics,” and “consumer behavior.” Inclusion criteria focused on peer-reviewed articles published between 2018 and 2025 that explicitly examined ML applications in marketing contexts. The review highlights that algorithms such as Long Short-Term Memory networks, Random Forest, and k-means clustering improve predictive accuracy and segmentation, while generative models and natural language processing enhance personalization, dynamic pricing, and content generation. Findings reveal significant differences between developed and developing countries, where advanced infrastructures support rapid adoption, while resource constraints and digital literacy barriers impede implementation. The discussion further identifies systemic implications, including shifts in organizational processes, policy challenges related to privacy and regulation, and workforce skill gaps. Limitations in current research include insufficient focus on local contexts, cultural factors, and long-term impacts of ML adoption. The study concludes by recommending targeted policies, ethical frameworks, and future research agendas that prioritize inclusivity, equity, and sustainability in ML-driven marketing practices. These strategies are critical for ensuring that ML contributes not only to marketing efficiency but also to broader economic and social progress.

Agility as a Strategic Enabler: Unpacking the Digital Transformation–Performance Nexus in Healthcare Zulfikri, Agung
Novatio : Journal of Management Technology and Innovation Vol. 3 No. 3 (2025): July 2025
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/novatio.v3i3.1107

Healthcare organizations are undergoing rapid digital transformation (DT), incorporating technologies such as AI, IoT, and telemedicine. However, technological adoption alone does not guarantee improved outcomes. This study investigates the mediating role of organizational agility in the relationship between DT and competitive advantage, aiming to understand how agility enables healthcare institutions to realize the full potential of digital investments. A cross-sectional quantitative design was employed, surveying 250 healthcare professionals from public and private hospitals. Constructs included digital transformation (measured by technology adoption), organizational agility (responsiveness, adaptability), and competitive performance (efficiency, innovation, satisfaction). Data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), with bootstrapping (n = 5000) used to test mediation effects. The results revealed that private hospitals reported higher DT scores (72.3) than public hospitals (56.5). Organizational agility emerged as a significant mediator in the DT–performance relationship. Path coefficients confirmed: DT → Agility (β = 0.61, p < 0.001) Agility → Competitive Advantage (β = 0.68, p < 0.001) DT → Competitive Advantage (Direct: β = 0.29, Indirect via Agility: β = 0.41). Agility was found to enhance responsiveness, enable real-time adaptation, and foster innovation. Organizations with higher agility demonstrated superior operational efficiency and patient satisfaction. The findings align with dynamic capabilities theory, which positions agility as essential for navigating digital disruption. Organizational agility is a foundational capability for translating digital transformation into strategic advantage in healthcare. Leaders must invest in agile structures, training, and culture to fully leverage digital tools. This study contributes to the literature by empirically validating agility’s role in digital healthcare strategy and offers a framework for future implementation and evaluation.

The Impact of Supreme Court Decision Number 5851 K/Pid.Sus LH/2024 on Legal Certainty in Illegal Mining Cases Febryani, Evy; Pahrijal, Rival; Zulfikri, Agung
West Science Law and Human Rights Vol. 3 No. 04 (2025): West Science Law and Human Rights
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wslhr.v3i04.2320

This study analyzes Supreme Court Decision Number 5851 K/Pid.Sus LH/2024 and its impact on legal certainty in illegal mining cases in Indonesia through a normative juridical approach. The decision marks an important milestone in the enforcement of environmental criminal law, particularly in addressing unlicensed mining activities that cause ecological damage. By examining statutory regulations, judicial precedents, and doctrinal principles, this study reveals that the Supreme Court consistently applies the principles of strict liability and lex certa, emphasizing that illegal mining constitutes a criminal offense regardless of intent. The Court’s interpretation aligns with environmental protection objectives under Law Number 32 of 2009 and the Mining Law, promoting judicial consistency and strengthening environmental governance. The findings indicate that the decision enhances legal certainty by clarifying criminal liability standards, unifying judicial interpretation, and reinforcing the deterrent effect of environmental law. However, practical challenges remain in ensuring consistent enforcement, improving community awareness, and coordinating between central and regional authorities. Overall, this decision contributes significantly to the development of environmental jurisprudence and the realization of sustainable justice in Indonesia’s legal system.

The Effect of Employee Development Policy, Work Environment, and Transformational Leadership on Employee Creativity in Indonesia's Creative Industries Judijanto, Loso; Lesmana, Tera; Zulfikri, Agung
West Science Interdisciplinary Studies Vol. 2 No. 03 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i03.725

This research investigates the impact of employee development policy, work environment, and transformational leadership on employee creativity within Indonesia's dynamic creative industries. A quantitative analysis employing Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was conducted to analyze data collected from 120 employees across various sectors of the creative industry. Descriptive statistics, measurement model assessment, structural model analysis, and hypothesis testing were employed to examine the relationships between the variables of interest. The results reveal that employee development policy, transformational leadership, and work environment significantly influence employee creativity within Indonesia's creative industries. Specifically, organizations that prioritize employee development, foster transformational leadership behaviors, and provide supportive work environments are more likely to enhance employee creativity. These findings underscore the importance of organizational strategies and leadership practices in fostering a culture of innovation and creativity within Indonesia's burgeoning creative economy.

HR Competency Challenges in Developing Marketing Strategies: A Bibliometric Review Judijanto, Loso; Puspitarini, Erri Wahyu; Zulfikri, Agung
West Science Interdisciplinary Studies Vol. 2 No. 03 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i03.746

In today's dynamic business landscape, the synergy between human resources (HR) and marketing strategies is pivotal for organizational success. This bibliometric review investigates the challenges encountered by HR professionals in contributing to the development of effective marketing strategies. By analyzing 980 research papers published between 1981 and 2024, this study highlights the substantial impact of HR competencies on marketing strategy formulation and implementation. The analysis identifies key thematic clusters, influential literature, and emerging trends, shedding light on areas for future research and managerial practice. Findings emphasize the importance of aligning HR strategies with broader organizational goals and adapting to evolving market dynamics to foster sustainable business success.

Bibliometric Analysis of Mobile Payment Technology Innovation in Financial Transaction Transformation Utami, Eva Yuniarti; Mu'min, Halek; Zulfikri, Agung
West Science Interdisciplinary Studies Vol. 2 No. 04 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i04.795

Mobile payment technology has become increasingly prevalent, reshaping the landscape of financial transactions globally. This study conducts a comprehensive bibliometric analysis to explore the trends, patterns, and dynamics surrounding mobile payment technology innovation. Through systematic data collection and analysis, key themes, influential authors, pivotal publications, and emerging topics in the field are identified and examined. The analysis reveals the transformative impact of mobile payment technology on financial systems, consumer behavior, and business models. Moreover, it underscores the significance of understanding the underlying factors influencing innovation in this domain. The findings provide valuable insights for researchers, policymakers, industry practitioners, and consumers, informing strategic decision-making and technological development efforts in the financial and technology sectors.

Quality Analysis in Psychology Research on Human Resource Management in the Manufacturing Industry Elshifa, Aria; Zulfikri, Agung; Pahrijal, Rival
West Science Social and Humanities Studies Vol. 2 No. 02 (2024): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v2i02.688

This bibliometric study explores the quality of research in psychology concerning Human Resource Management (HRM) practices within the manufacturing industry. With a focus on assessing trends, patterns, and gaps in existing literature, the study employs a systematic approach to evaluate the depth and rigor of scholarly inquiry. Through a comprehensive analysis of publication metrics, including citation counts, authorship patterns, and thematic clusters, key insights emerge regarding the state of HRM research in manufacturing. Findings reveal a dynamic landscape characterized by diverse thematic clusters, ranging from the psychological dimensions of HRM to strategic practices and organizational behavior. While certain areas receive significant attention, such as psychology, strategic HRM, and HRM practices, others, including human capital management and industrial relations, are relatively underexplored. This study highlights the importance of addressing methodological inconsistencies and theoretical gaps to advance both theoretical development and practical implications in HRM research within the manufacturing sector.

Analysis of the Role of Policy Socialization, Asset Management, and Performance Management in Improving the Effectiveness of Public Services in West Java Judijanto, Loso; Lesmana, Tera; Zulfikri, Agung
West Science Social and Humanities Studies Vol. 2 No. 04 (2024): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v2i04.833

This research paper investigates the role of policy socialization, asset management, and performance management in enhancing the effectiveness of public services in West Java, Indonesia. Through a quantitative analysis, data was collected from public service providers and users in the region using structured surveys. Statistical techniques including regression analysis and correlation analysis were employed to analyze the data. The findings revealed significant positive correlations between policy socialization, asset management, performance management, and public service effectiveness. Regression analysis further demonstrated that these variables were significant predictors of public service effectiveness, with performance management exhibiting the strongest predictive power. These results underscore the importance of integrated governance approaches in optimizing public service delivery and promoting socio-economic development in West Java.

The Effect of the PesantrenKU Application on Santri Independence in Online Learning Zulfikri, Agung
West Science Islamic Studies Vol. 2 No. 03 (2024): West Science Islamic Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsiss.v2i03.1146

This study investigates the effect of the PesantrenKU application on the independence of santri (students) in online learning within Indonesia. Utilizing a quantitative analysis approach, data was collected from 100 santri using structured questionnaires. The collected data was then analyzed using SPSS version 25. The findings indicate that the use of the PesantrenKU application significantly enhances santri independence in their online learning activities. The results show significant positive relationships between PesantrenKU application usage and three dimensions of learning independence: self-regulation, self-motivation, and self-directed learning. These results suggest that integrating digital tools like PesantrenKU can play a crucial role in promoting independent learning in Islamic boarding schools, ultimately contributing to broader educational objectives in the region.

The Effect of Employee Development Policy, Work Environment, and Transformational Leadership on Employee Creativity in Indonesia's Creative Industries Judijanto, Loso; Lesmana, Tera; Zulfikri, Agung
West Science Interdisciplinary Studies Vol. 2 No. 03 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i03.725

This research investigates the impact of employee development policy, work environment, and transformational leadership on employee creativity within Indonesia's dynamic creative industries. A quantitative analysis employing Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was conducted to analyze data collected from 120 employees across various sectors of the creative industry. Descriptive statistics, measurement model assessment, structural model analysis, and hypothesis testing were employed to examine the relationships between the variables of interest. The results reveal that employee development policy, transformational leadership, and work environment significantly influence employee creativity within Indonesia's creative industries. Specifically, organizations that prioritize employee development, foster transformational leadership behaviors, and provide supportive work environments are more likely to enhance employee creativity. These findings underscore the importance of organizational strategies and leadership practices in fostering a culture of innovation and creativity within Indonesia's burgeoning creative economy.

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