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All Journal Fokus Bisnis Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Sistim Informasi dan Teknologi West Science Interdisciplinary Studies Jurnal Informatika: Jurnal Pengembangan IT Science Information System and Technology Journal Research Midwifery Politeknik Tegal
Muhamad Bakhar
Politeknik Harapan Bersama
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Medicine & Pharmacology Nursing Public Health Social Sciences

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Analysis of the Influence of Artificial Intelligence (AI), Machine Learning, and Data Analytics on Marketing Performance at Technology Start-Ups in Jakarta Muchamad Sobri Sungkar; Mukrodin Mukrodin; Muhamad Bakhar
West Science Information System and Technology Vol. 2 No. 03 (2024): West Science Information System and Technology
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsist.v2i03.1479

Abstract

The integration of advanced technologies such as Artificial Intelligence (AI), Machine Learning (ML), and Data Analytics has transformed marketing practices, especially in technology-driven sectors like start-ups. This study examines the influence of these technologies on marketing performance in technology start-ups in Jakarta using quantitative analysis. Data were collected from 150 respondents through a structured questionnaire and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS 3). The findings reveal that AI, ML, and Data Analytics each have significant positive impacts on marketing performance, with Data Analytics emerging as the strongest individual predictor. Moreover, the combined use of these technologies demonstrates a synergistic effect, amplifying their overall influence. These results highlight the critical role of technology integration in enhancing marketing efficiency, customer engagement, and return on investment. The study contributes to the theoretical understanding of technology adoption in marketing and provides actionable insights for start-ups aiming to leverage these tools for competitive advantage.
Co-Authors Achmad Sutanto Ali Hanafiah Andari, Istiqomah Dwi Anita Karunia Arif Rahman Arif Rahman Arif Rakhman Arifia Yasmin Chevy Herli Sumerli David Bani Adam Dwyan Akbar Putra Eko Budihartono, Eko Evanita Evanita, Evanita Mohammad Khambali Muchamad Sobri Sungkar Nazaruddin Ahmad Nilatul Izah Nurokhim Nurokhim Rais Rais SETIAWAN JODI, I WAYAN GEDE ANTOK Suria Alamsyah Putra Sutrisno Sutrisno T. Irfan Fajri Uli Wildan Nuryanto Ulil Albab Zaenal Muttaqin