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All Journal JURNAL SAINS PEMASARAN INDONESIA Jurnal Ilmiah Ekonomi dan Bisnis AdBispreneur JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) JURNAL LENTERA BISNIS Kumawula: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah Manajemen dan Bisnis BISMA (Bisnis dan Manajemen) AMMA : Jurnal Pengabdian Masyarakat
Tetty Herawaty
Universitas Padjadjaran
Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Nursing Social Sciences

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PENDEKATAN TECNOLOGICAL, ORGANIZATIONAL AND ENVIRONMENT CONTEXT DALAM MENGKAJI PERFORMA BISNIS PADA USAHA INDUSTRI EKONOMI KREATIF TERKAIT ADOPSI AI DI BIDANG PEMASARAN Herwan Abdul Muhyi; Arianis Chan; Tetty Herawaty; Rani Sukmadewi; Gessan Kurnia Dewi
JURNAL LENTERA BISNIS Vol. 13 No. 3 (2024): JURNAL LENTERA BISNIS, SEPTEMBER 2024
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v13i3.1256

Abstract

This study aims to analyze the factors influencing the readiness for artificial intelligence (AI) adoption in marketing among business actors in the creative industry sector in West Java. The research employs a quantitative approach, collecting data through surveys and questionnaires from 226 respondents. Multiple regression analysis was conducted to examine the relationship between technological, organizational, and environmental factors on business performance. The results indicate that organizational context factors significantly influence AI adoption in marketing, while technological and environmental contexts do not show a significant impact. These findings provide insights for business practitioners in formulating more effective strategies for AI adoption to enhance business performance in the creative industry sector.
Co-Authors Arianis Chan Arianis Chan Cecep Safa'atul Barkah Cecep Safa’atul Barkah Erna Maulina Gardiany Marissa Rizqi Gessan Kurnia Dewi Girda Aulia Rishyadi Herwan Abdul Muhyi Lika Pitaloka Lina Auliana Linda Kurniawati Marissa Elsa Safiera Muhammad Ali Abdurrahman Muhammad Rizal Nanda Eka Fitriani R. Anang Muftiadi Rani Sukmadewi Rizka Adinda Rusda Irawati Salma Annisa Syafri Naldi