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Yuyun Yuniarsih
Universitas Sangga Buana
Religion Arts Humanities Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : Toplama

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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 Abdurrahman Rahim Thaha Abyan Faliq Athallah Adi Permana Sidik Adirama, Satria Adriansyah Ekaputra Aji Putri Yanshah Algunadi, Muhammad Aliefya Rahil Naftaly Andriani, Nur Anita Syafariah Athallah, Abyan Faliq Barick Ahmad Setiawan Deni Nurdyana Hadimin Denis Stiyansah Dian Amelia Gidanthi Dwi Handayani Eden Dendie Farida Yuliaty Fauzan Aziz Feniawati Darmana Firdaus, Ridwan Tho At Gunawan, Putri Kurnia H. Muchsin al-Fikri Hanny Rahayu Hayun Setiawan Hersusetiyati Hersusetiyati Hersusetiyati, Hersusetiyati Indah Permatasari Ingrit Fatharani Jota Yovanto Kartini Febriani Khoerul Nisa Hilmi Koko Adya Winata Kosasih Kosasih KOSASIH KOSASIH, KOSASIH Leni Rohida Lutfiiyani, Isni Luthfiani Chintia Wardani M Khoerudin M. Dadi Priadi Magdalena Siregar Maria Grace Herlina Meiwatizal Trihastuti Mia Mulyawati Muhammad Dadi Priadi Neni Amelia nia kurniasih Nugroho Djati Satmoko Nunung Sanusi Nurhaeni Sikki Okki Heriyanto Oksa Putri Mulyadi Priadi , M. Dadi Pupi Indriarti Zaelani Pupi Indriati Zaelani Purnama Rachmanita Qiqi Yuliati Zaqiah, Qiqi Yuliati R. Dudi Rudiatna Rachman, Reza Saeful Rafly Ramadhany Ramadhany, Rafly Ranti Ramadhanti Ratna Deli Sari Revalsyah Alwi Alfarizky Rianawati, Yuli Ridwan Tho At Firdaus Rini Puspita Dewi Rizaldi Afrizafany Rizaldi Alfrizafany Roni Tabroni Rustiman, Uus Sabila, Silsi Sandra Irawaty Sanusi, Nunung Setiawan , Hayun Shera Tri Andini Sikki, Nurhaeni Silsi Sabila Suci Fitriani Sutarman Sutarman Tatang Sudrajat Tita Apriani Tresia Wulandari Vip Paramarta Widyapuri Prasastiningtyas Witri Cahyati Yadiman Yadiman Yosep Suherman Zia Dzilalul Haq