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All Journal International Journal of Artificial Intelligence Research Jurnal Manajemen, Akuntansi, Ekonomi
Alhabshy, Musa Alkadhim
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Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering

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THE USE OF ARTIFICIAL INTELLIGENCE (AI) TO IMPROVE MARKETING CAMPAIGN EFFECTIVENESS Alhabshy, Musa Alkadhim
International Journal of Artificial Intelligence Research Vol 9, No 1.1 (2025)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v9i1.1.1541

Abstract

Digital transformation has drastically changed the marketing landscape, with Artificial Intelligence (AI) playing a central role in redefining more effective and adaptive marketing campaign strategies. This study aims to analyze the forms, implementation strategies, and impact of AI use on increasing marketing campaign effectiveness across various industry sectors.Through a mixed methods approach combining quantitative and qualitative data, this study found that AI significantly improves market segmentation accuracy, enhances message personalization, strengthens customer engagement, and optimizes campaign budget and timeline management. Technologies such as machine learning, chatbots, and predictive analytics have been shown to accelerate the decision-making process and drive more measurable and responsive campaigns.However, the success of AI integration is also influenced by the readiness of digital infrastructure, human resource competency, and compliance with data protection regulations and ethics. The results of this study demonstrate that AI is not merely a technological tool, but a strategic instrument in building smarter, more efficient, and more consumer-oriented marketing communications. These findings are important for companies, particularly SMEs, to understand the potential and challenges of AI in designing impactful campaigns within a dynamic digital marketing ecosystem.
Exploring Sustainable Branding in Indonesia’s Coffee Shop Culture Alhabshy, Musa Alkadhim; Salee , Atchara
Jurnal Manajemen, Akuntansi, Ekonomi Vol. 4 No. 2 (2025): Jurnal Manajemen, Akuntansi, Ekonomi (September)
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/jmae.v4i2.1740

Abstract

This study explores consumer perceptions of sustainable branding in local coffee shops in Indonesia. Employing a qualitative approach, data were collected through in-depth interviews and participatory observation of consumers in several urban coffee shops. The findings indicate that consumer awareness of sustainability remains superficial, primarily focusing on visual symbols such as paper straws and eco-friendly packaging. Authenticity emerges as a crucial issue, as consumers are able to distinguish between genuine practices and potential greenwashing. Sustainable branding serves as a secondary factor in purchasing decisions but may act as a differentiator when functional attributes such as taste and price are relatively equal. This study contributes to the sustainable marketing literature in the food and beverage (F&B) sector by underscoring the importance of authentic practices, consumer experience, and transparency in shaping brand perception.
Co-Authors Salee , Atchara