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All Journal Publikasi Pendidikan Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Phinisi Integration Review Bisman (Bisnis dan Manajemen): The Journal of Business and Management Mattawang: Jurnal Pengabdian Masyarakat Liabilitas : Jurnal Ilmiah Akuntansi dan Ekonomi Journal of Training and Community Service Adpertisi Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Manajemen, Akuntansi, Ekonomi Journal of Artificial Intelligence and Digital Business Jeinsa : Jurnal Ekonomi Ichsan Sidenreng Rappang Sigma: Jurnal Pembelajaran dan Pendidikan Matematika Sawerigading Jurnal Sipakatau: Inovasi Pengabdian Masyarakat Journal of Economics, Bussiness and Management Issues Macca: Science-Edu Journal Padaidi: Journal of Tourism Dedication Padaidi: Journal of Tourism Dedication
Haruna, Hasisa
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Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : Jurnal Maneksi (Management Ekonomi Dan Akuntansi)

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SYSTEMATIC LITERATURE MAPPING AND BIBLIOMETRIC SYNTHESIS: STUDY OF THE IMPACT OF ARTIFICIAL INTELLIGENCE ON MARKETING PERFORMANCE Windarsari, Wiwin Riski; Ridha, Achmad; Mangga, Andi Rahmatullah; Haruna, Hasisa
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 14 No. 2 (2025): JUNI
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v14i2.3000

Abstract

Introduction: This study explores the impact of Artificial Intelligence (AI) technologies on marketing performance through a systematic literature mapping and bibliometric analysis approach. The study identifies dominant AI technologies such as machine learning, natural language processing, predictive analytics, and generative AI and evaluates their impact on key marketing metrics, including customer engagement, conversion rates, and Return on Marketing Investment (ROMI). Methods: The data collection and analysis process was conducted during the period of March to April 2025 on the Scopus database. 69 articles as of April 2025 with the keyword Technology and AI Trends in Marketing. The top 30 articles were downloaded for analysis and debate, then narrowed down to 13 selected scientific articles as secondary data. Results: Bibliometric mapping through keyword co-occurrence analysis revealed six major research clusters, emphasizing the integration of AI in digital marketing, customer interaction, e-commerce, luxury tourism, manufacturing, and big data analytics. The findings suggest that AI-driven personalization, automation, predictive analytics, and omnichannel strategies significantly improve marketing effectiveness and efficiency. Furthermore, customer responses indicated increased satisfaction, engagement, loyalty, and conversion rates after AI implementation. Critical success factors identified included big data integration, real-time strategic adaptation, seamless customer experience, and ethical considerations. This study contributes to the academic field by providing a comprehensive visual map of AI applications in marketing and highlighting future research directions focused on long-term customer loyalty and ethical AI adoption. Keywords: Artificial Intelligence, Bibliometric Analysis, Marketing Performance, Systematic Mapping, Customer Engagement
Co-Authors Achmad Ridha Adriansyah Adriansyah Adriansyah Alfiah Nurfadhilah AM Hindi Andika Isma ASMAYANTI, ASMAYANTI Dwiyanti Dwiyanti, Dwiyanti Gayang, Dominggus Hajar Dewantara Harjuna, Hariani Hasyim, Sitti Hajerah Inayanti Fatwa Kemalasari, Andi Anggi Mangga, Andi Rahmatullah Muhammad Akbar Muhammad Ilham Bakhtiar, Muhammad Ilham Muhammad Ilyas Thamrin Tahir Musdalifah Musdalifah Nurhayani Nurhayani Nurhikmah, Andi Reski Satriadi, Satriadi Sudarmi Sudarmi Syam, Agus Syam, Suehartono Tahir, Sumiati Thamrin Tahir Verdian, Aldi Huda Vivi Rosida Windarsari, Wiwin Riski Yusuf, Yulia Yunita Zaimar, Fina Ruzika