Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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All Journal Entrepreneurship, Management, and Business Research Journal Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi
Anwar Ramli
State University of Makassar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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The Role of Artificial Intelligence on Digital Marketing: A Literature Study A. Saddiyah Sebrina; M. Ilham Wardhana Haeruddin; Andi Mustika Amin; Anwar Ramli; Anwar Anwar; Muh. Yushar Mustafa
Entrepreneurship, Management, and Business Research Journal Vol. 2 No. 4 (2025): DECEMBER 2025 - EMBUN RESEARCH JOURNAL
Publisher : Entrepreneurship, Management, and Business Research Journal

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Artificial Intelligence, or AI, has emerged as a disruptive force in the digital marketing landscape, fundamentally altering how organizations interact with consumers. This literature study systematically evaluates the role of AI in digital marketing by synthesizing research published between 2020 and 2026. The study focuses on the transition from traditional rule-based systems to autonomous, generative, and predictive models. Key findings indicate that AI enhances marketing performance through hyper-personalization, automated content generation, and sophisticated predictive analytics. However, the study also identifies significant gaps in ethical frameworks and data privacy governance. The paper concludes by proposing a symbiotic model where AI-driven efficiency is balanced by human-centric strategic oversight.
Sustainable Innovation in Digital Platforms: The Case of Gojek Rahmawati Rahmawati; Anwar Rauf; Anwar Ramli
Jurnal Riset Bisnis, Manajemen, dan Ilmu Ekonomi Vol. 3 No. 3-4 (2026): JRBME
Publisher : PT Smart Media Makassar

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This study examines Gojek as a digital platform innovation from a sustainability perspective, aiming to understand how its innovation operates across technological, economic, and social dimensions. A qualitative descriptive approach is applied using secondary data from journals, reports, and relevant publications. The findings indicate that Gojek's innovation is driven by service integration and algorithm-based efficiency, which enhance user engagement and operational performance. However, sustainability aspects remain limited, particularly in terms of transparency, labor conditions, and equal opportunities within the platform ecosystem. Therefore, Gojek's innovation cannot yet be considered fully sustainable, as it still prioritizes efficiency over balanced long-term outcomes.
Co-Authors A. Saddiyah Sebrina Andi Mustika Amin Anwar Anwar Anwar Rauf Muh. Yushar Mustafa Muhammad Ilham Wardhana Haeruddin Rahmawati Rahmawati