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All Journal Jurnal SIKAP (Sistem Informasi, Keuangan, Auditing Dan Perpajakan) JEMPER (Jurnal Ekonomi Manajemen Perbankan) International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Abdimas Sang Buana Sinergi International Journal of Management and Business Toplama
Anita Syafariah
Universitas Sangga Buana
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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THE UTILIZATION OF AI FOR BUSINESS ANALYSIS OF CONSUMER BEHAVIOR AND BUSINESS COMMUNICATION IN MARKETING MANAGEMENT: A STUDY ON THE PUTRI RIVER TOURISM WEBSITE IN SUMEDANG Yuniarsih, Yuyun; Syafariah, Anita; Athallah, Abyan Faliq; Ramadhany, Rafly
TOPLAMA Vol. 3 No. 2 (2026): TOPLAMA
Publisher : PT Altin Riset Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61397/tla.v3i2.483

Abstract

Digital transformation in the tourism industry urges business actors to adopt technologies that enhance both customer experience and operational efficiency. This study aims to analyze the utilization of artificial intelligence (AI) in interpreting consumer behavior, managing business communication, and improving the effectiveness of digital marketing management on the local tourism platform Puteri River Inn Sumedang. The method used is descriptive qualitative, involving non-participant observation, document study, and content and thematic analysis of digital data from websites, social media, and user reviews. The results indicate that although direct AI implementation is not yet visible on the platform, the potential for application is significant. AI can be utilized to analyze consumer preferences regarding lodging, culinary options, and entertainment facilities such as flying fox, swimming pool, and camping. Business communication could be enhanced through chatbots, automated reservation systems, and personalized digital promotions. From a marketing management perspective, AI supports more effective STP strategies (segmenting, targeting, and positioning) using real-time data. This study concludes that AI-based digitalization of local tourism is a strategic step toward strengthening competitiveness and increasing visitor satisfaction. Strong managerial commitment and technological support are essential to realize this transformation.
Co-Authors Ae Suaesih Ahmad Zulfahmi Ubaidillah Aryanti Ratnawati Asep Dion Nugraha Athallah, Abyan Faliq Bambang Rustandi Bambang Susanto Biller Pandjaitan Cecep Deni Mulyadi Deden Rizal R Demsi Minar Diah Retno Sulistiyowati Didi Supardi Didin Saepudin Djogo, Ony Djoko Pitoyo Dody Kusmana Erna Garnia Eva Rachmawati Eva Rachmawati Finny Redjeki Fitria Lilyana Henda Hendawati Hendajany, Nenny Ivany Syarief Ketut Abimanyu Munastha Komara, Erwan Lutfiiyani, Isni Muhamad Ryanto R. Didin Kusdian Ramadhany, Rafly Rizki Lestari Rodiah Rodiah Roni Tabroni Rudy Gunawan Rusmin Nuryadin Rustiman, Uus Sanusi, Nunung Setiawan, Audita Slamet Risnanto Solihin, Hanhan Hanafiah Suhanda Suhanda Suharjanta Wisnu Pitara Suharsono, Teguh Nurhadi Sukardi, Hadi Ahmad Tata Zaenal Mutaqin Tia Sugiri Tiktik Sartika Triyani Hayati Wisnu Wijaya Wiwin Sukiati Wuri Handayani Yuli Nawangsasi Yushar Kadir Yuyun Yuniarsih