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Ulil Hartono
Jurusan Manajemen, Fakultas Ekonomika Dan Bisnis Universitas Negeri Surabaya
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Journal : Emerging Science Journal

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The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape Hendrayati, Heny; Achyarsyah, Mochamad; Marimon, Frederic; Hartono, Ulil; Putit, Lennora
Emerging Science Journal Vol 8, No 6 (2024): December
Publisher : Ital Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28991/ESJ-2024-08-06-012

Abstract

This study aims to thoroughly investigate how Artificial Intelligence (AI) is strategically integrated into digital marketing practices and its consequential effects on Indonesia’s fiercely competitive business environment. Employing a quantitative research approach, this study meticulously examines Indonesian enterprises’ prevailing strategies for AI utilization. The research method employed in this study is quantitative, with the unit of analysis being Indonesian companies. The sample size comprises 100 companies selected through the stratified random sampling technique. Analysis of the data is conducted using the SPSS statistical package. Through detailed analysis of survey data and advanced statistical techniques, the research reveals a significant positive correlation between the integration of AI in digital marketing and improved marketing effectiveness. The study highlights a noticeable increase in customer engagement metrics and noteworthy enhancements in conversion rates among businesses proficient in leveraging AI technologies, further reinforcing this correlation. Additionally, the findings suggest that companies embracing AI demonstrate significantly heightened adaptability to the constantly evolving market dynamics, strengthening their competitive positioning. These insightful discoveries underscore the critical importance of harnessing AI’s transformative capabilities within digital marketing strategies to sustain and bolster a competitive edge in the marketplace. Furthermore, the study discusses its contributions to existing knowledge and provides practical implications for marketers and business policymakers in Indonesia. Doi: 10.28991/ESJ-2024-08-06-012 Full Text: PDF
Co-Authors Abqari, Lingga Sundagumilar Achmad Kautsar Achyarsyah, Mochamad Aeraafi, Hasnaning Monica Alfansyah Surya Pratama Amelia, Afifah Nur Anang Kistyanto Andiny, Dhela Widy Andre Dwijanto Witjaksono Angwen Cahyani, Anggur Artanti, Yessy Artanti Aura Vestaliva Mahera Azhariyah, Anjumul Bagus Pribadi, Bagus Baskoro Langgeng Pamuji Budiono Budiono Damaiyanti, Arif Fera Depi Milayati, Depi Desi Nurvitasari Dewi, Angdriani Puspita Dewie Tri Wijayati Dewie Trie Wijayati Dita Ayusnia Pramudyani Dyana Novita Taristy Faiz Bahalwan Fandi Fathoni Fandi Fatoni Hardiyanti, Andhini Agustine Harlina Meidiaswati Heny Hendrayati Hidayat, Febrian Satria Ika Diyah Candra Arifah Intan Tri Letiana Irkham, Nuriyah Jamik Jamik Kurniawan, Yogi Ade Tia Marhaeningtyas, Dian Marimon, Frederic Muhammad Rizky Ramadhan Musdholifah MUSDHOLIFAH MUSDHOLIFAH Musdholifah Musdholifah Musdholifah Musdholifah Musdholifah Musdholifah Musdholifah Musdholifah Musdholifah Musdholifah Musdholifah Musdholifah Muzharoatiningsih Muzharoatiningsih Nabiilah, Irfani Azzah Nadia Asandimitra Haryono Nadia Seprena Devi Nadya Tiara Santi Widodo Nugraha, Egananda Septian Nur Anisah Pitaloka, Puspa Ayu Prabowo, Sony Ilham Purwohandoko Purwohandoko Puspaaji, Defy Maulida Putit, Lennora R.A. Sista Paramita Refiana Dwi Maghfiroh Riska Dhenabayu Rozaq, Khoirur SANAJI Sanaji, Sanaji Sari, Andini Sari, Windy Puspita Shela Monika Sri Setyo Iriani SUSANTI Taristy, Dyana Novita Trias Madanika Kusumaningrum Winda Rizky Amalia Witjaksono , Andre Dwijanto Wulandari, Yulita Yessy Artanti Yulianto, Naufal Alief Yuyun Isbanah Yuyun lsbanah Zulfialdi, M. Farid