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All Journal ETIKONOMI Journal of Community Service and Engagement International Journal of Cyber and IT Service Management (IJCITSM) Jurnal Pendidikan Transformatif Journal Of Communication Education Jurnal Bisnis Manajemen dan Akuntansi Edumaspul: Jurnal Pendidikan Indonesian Journal of Management and Economic Research
Dewiana Novitasari
Universitas Insan Pembangunan Indonesia
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Harnessing Technology and Data Analytics for Marketing Reinvention Dewiana Novitasari; Felina C. Young
International Journal of Cyber and IT Service Management Vol. 6 No. 1 (2026): April
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/ijcitsm.v6i1.249

Abstract

This study examines how the rapid evolution of digital technologies and data analytics is reshaping contemporary marketing management, addressing an important research gap in understanding how organizations can shift from intuition based decisions to analytically supported strategies. The objective of this research is to explore how advanced tools such as artificial intelligence, big data analytics, marketing automation, and predictive modeling enhance firms’ ability to strengthen customer engagement, personalize value offerings, and improve competitive positioning. This study applies a mixed-methods approach that combines a recent literature review covering works published between 2021 and 2024 with a quantitative survey involving 80 marketing professionals from various companies operating in different industries. The data is analyzed using Structural Equation Modeling (SEM-PLS) to examine the relationships between Digital Technology Adoption (DTA), Analytical Capability (AC), and Marketing Performance (MP). The results demonstrate that DTA improves decision making accuracy, enhances marketing agility, and supports more precise segmentation and targeting. Analytical capability also serves as a significant mediator that transforms large volumes of data into actionable marketing insights. Organizations that integrate technological tools with a strong analytical culture achieve greater adaptability and stronger customer centered outcomes. The conclusion highlights that leveraging technology and data analytics is essential for reinventing marketing management in a competitive environment, providing contributions to digital marketing scholarship and offering practical guidance for organizations seeking sustainable marketing innovation.
Co-Authors Agus Purwanto Agus Purwanto Danish Akbar Firdausy Asbari Desi Susanti Didi Sutardi Felina C. Young Firdaus Putra Francisca Sestri Goestjahjanti Gazali . Inayatul Rizqiana Ipang Sasono Istajib Kulla Himmy’azz Lensi Maria Vianny Meze Masduki Asbari Masduki Asbari Masduki Asbari Muhamad Agung Ali Muhamad Agung Ali Nelson Silitonga Octaviani Dwi Shera Safna Deviputri Suwandy Sahala Benny Pasaribu Santa Lusiana Tias Pramono Winanti Winanti Yulis Nuryanti Yunianto Agung Nugroho Yuniar Rahman Yuniar Rahman