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All Journal Equator Journal of Management and Entrepreneurship YUME : Journal of Management Jurnal Informatika Ekonomi Bisnis Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Pemberdayaan: Publikasi Hasil Pengabdian kepada Masyarakat (JPM ITTC ) Jurnal Manajemen Dan Akuntansi Medan Jurnal Informatika Ekonomi Bisnis Mount Hope Global Economic Journal Jurnal Pengabdian Bukit Pengharapan
Febrina Soraya Tanjung
Alumni Program Studi Agribisnis Fakultas Pertanian Universitas Sumatera Utara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Social Sciences Other

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Data-Driven Decisions: Leveraging Analytics for Strategic Marketing Management Tanjung, Febrina Soraya
Equator Journal of Management and Entrepreneurship (EJME) Vol 12, No 4 (2024): Equator Journal of Management and Entrepreneurship
Publisher : Universitas Tanjungpura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/ejme.v12i4.81935

Abstract

This study investigates the impact of data-driven decision-making, customer data utilization, and predictive analytics on the marketing performance of small and medium enterprises (SMEs) in Medan. Utilizing a quantitative research design, data was collected through structured questionnaires from a sample of 83 SMEs that possess a Business Identification Number (NIB). The analysis involved statistical techniques, including t-tests, F-tests, and regression analysis, using the Statistical Package for the Social Sciences (SPSS). The results reveal a significant positive relationship between the independent variables and marketing performance, with the regression model explaining approximately 58.3% of the variance in marketing outcomes. Findings indicate that prioritizing data-driven strategies can lead to enhanced decision-making and improved business performance for SMEs. This research contributes valuable insights for practitioners and scholars by highlighting the critical role of analytics in developing effective marketing strategies and fostering sustainable growth in a competitive landscape.
The Rise of AI-Driven Marketing: Transforming Consumer Engagement in the Digital Era Tanjung, Febrina Soraya; Hendarti, Fatimah Abdillah, Ricca
YUME : Journal of Management Vol 8, No 1 (2025)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i1.9015

Abstract

The rapid advancement of AI has revolutionized digital marketing, enabling businesses to enhance consumer engagement through data-driven insights, predictive analytics, and automation. This study explores the role of AI-driven marketing in transforming consumer interactions, focusing on personalization, communication effectiveness, and operational efficiency. Through qualitative research, including expert interviews and case studies, the findings reveal that AI enhances marketing performance by optimizing targeting strategies, improving customer experiences, and increasing return on investment (ROI). However, challenges such as data privacy concerns, algorithmic bias, and regulatory compliance pose significant ethical considerations. While AI-driven marketing offers substantial benefits, its long-term sustainability relies on responsible AI governance, transparency, and ethical best practices. This research contributes to the academic discourse on AI in marketing by providing insights into its applications, benefits, and potential risks, offering recommendations for businesses to maximize AI adoption while mitigating associated challenges. Keywords: AI-Driven Marketing, Consumer Engagement, Personalization, Predictive Analytics, Automation
Co-Authors aulia, muhammad rizki Candra Candra candra Desi Permata Sari Eddy Gunawan, Eddy Hendarti, Fatimah Abdillah, Ricca Hendarti, Ricca Hotbona Novandi Tambunan Karlinda, Ai Elis Mei Veronika Sri Endang Siagian Sihite, Lestari Sitompul, Pretty Naomi SURYANI, RENI