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All Journal Ilmu Administrasi Publik International Journal of Artificial Intelligence Research Jurnal Farmasi Galenika (Galenika Journal of Pharmacy) APOTEMA : Jurnal Program Studi Pendidikan Matematika Jurnal Sinar Manajemen JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK Al-Hayat: Journal of Islamic Education Media Keperawatan: Politeknik Kesehatan Makassar Wacana: Jurnal Ilmiah Ilmu Komunikasi Jurnal Penelitian dan Pengabdian Kepada Masyarakat UNSIQ Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi Aptisi Transactions on Technopreneurship (ATT) Majalah Ilmiah Bijak Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat Jurnal Kesehatan Tambusai ABDI MOESTOPO: Jurnal Pengabdian pada Masyarakat Kontigensi: Jurnal Ilmiah Manajemen Jurnal PKM Manajemen Bisnis Pustaka Karya : Jurnal Ilmiah Ilmu Perpustakaan dan Informasi Petanda : Jurnal Ilmu Komunikasi dan Humaniora Jurnal Peradaban Masyarakat (JPM) Jurnal Abdi Masyarakat Humanis Jurnal Mahasiswa Mengabdi (JIMAWAbdi) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Cyber PR PASCIDEV: Pasundan Social Science Development Jurnal Pustaka Dianmas Jabdimas: Jurnal Pengabdian Masyarakat Jurnal Pengabdian kepada Masyarakat : Kreasi Mahasiswa Manajemen Jurnal Pengabdian Farmasi dan Sains Jurnal Ad'ministrare: Jurnal Pemikirian Ilmiah dan Pendidikan Administrasi Perkantoran
Hamsinah Hamsinah, Hamsinah
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Journal : International Journal of Artificial Intelligence Research

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Unlocking Consumer Growth in Marketplaces: The Power of Artificial Intelligence Marketing and Human Resources Excellence Arianto, Nurmin; Sunarsi, Denok; Hamsinah, Hamsinah; Kasmad, Kasmad; Asmalah, Lia
International Journal of Artificial Intelligence Research Vol 8, No 1.1 (2024)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v8i1.1.1284

Abstract

This study aims to analyze the influence of artificial intelligence (AI)-based marketing, the quality of human resources (HR) operating it, and the effectiveness of the marketplace platform on increasing the number of consumers. In the digital era, AI is increasingly used in marketing strategies to personalize customer experiences, increase efficiency, and reach target markets more accurately. However, the role of HR operating AI technology is also crucial in determining the success of implementing this strategy. This study uses a quantitative method with an approach (SEM-PLS) to test the causal relationship between these variables. The research sample consists of business actors on marketplace platforms and online shops that use AI technology in their marketing. The results of the study indicate that AI-based online marketing does not have a significant influence on marketplace development, with a t-statistic value of 1.359 which is smaller than the t table of 1.983 and a P-value of 0.175 which is greater than 0.05. This indicates that even though AI is applied in marketing, its impact on marketplace development is still limited. On the other hand, the quality of human resources also does not have a significant effect on the marketplace, as indicated by the same t-statistic value, which is 1.359, which is smaller than the t table and the P-value exceeding the significance limit of 0.05. This indicates that the quality of human resources in marketplace organizations may need to be focused more on the technological aspect to support better development. On the other hand, the increase in consumers is proven to have a positive and significant effect on the development of the marketplace, with a t-statistic value of 3.212 which is greater than the t table of 1.983 and a P-value of 0.001 which is smaller than 0.05. This finding indicates that the increasing number of consumers can be a key factor for the success of the marketplace in Indonesia.
Co-Authors A.A. Ketut Agung Cahyawan W Abd. Fatah, Riadi Abdurrachman, Fajar Agus L., Nuristya Ahsan, Muhamad Amalia.B, Putri Aminah Aminah Andica, Juita Anggia Hasti Benjamin Anwar, Andi Farisnah Arief, Mochammad Muminto Arif, Nun Hadriani Arsyilla, Nadia Asih, Tiya Putri Asmalah, Lia Asmawardah, Asmawardah Ayu, Ciptaning Retno Aztriana Aztriana, Aztriana Benjamin, Anggia Hesti Budiman, Januar Sapta Christian, Tommy Citra Eka Putri Dewi, Ita Kania Dewi, Norma Rosyianita Dian Ismi Islami Eni Nuraeni Faizal Jambak, Muh Fatkhurohman, Akhmad Faturrachman, Alifudin Firdaus, Muhammad Wildan Firdaus, Rizki Agung Hartoyo, Sugi Hermansyah, Febian Aulia Hizbatu W, Nasahi Imas Masriah Irawan, Sani Irving A.S, Mokhamad Juairiah Juairiah, Juairiah Kadarwati, Suci Kusadjibrata, Nasrullah Liswandi, Liswandi Lumbanraja, Victor Roland Makhsun, Makhsun MARDLIYAH, SITI Marifah Marifah Marjohan, Masno Md Amin, Sakdiah Binti Mukka Pasaribu Mulyaningsih, Desi Munardji, Munardji Munna, Afzal Sayed Mustopa, Bintang Alya Binurika Novitasyari, Ayu Nugroho, Agung Nurlina Nurlina Nurmala Sari Nurmin Arianto, Nurmin Nurul Yaqin Pawar, Avinash Puputaria, Puputaria Purba, Dewi Mariani Putra, Marju Satria Rachman, Muhammad Fathur Rachmat Kosman, Rachmat Radja Erland Hamzah Rahman, Aldi Noufal Rakhman, Fathor Ramadhan, TB Guruh Rezkullah, Muh Ridwan, Widyarini Ririn Ririn Ririn Riskan, Minhajul Abidin Riskan, Riskan Rizaldi, Devan Rojak, Abdu RR. Ella Evrita Hestiandari Ruhaedi, Rudi rusilowati, umi Sahroni, Sahroni Santoso, Prasetya Yoga Slamet Riyadi Sri Utami Sudaryana, Yayan Sugiarti, Endang Sugiyanto - Sukarni, Nurul Fadzar Sunadi, Sunadi Sunarsi, Denok Sungkono, Nono Supiyan, Dede Supratikta, Hadi Sutanto B, R. Adhi Sutoro, Moh. Syaer, Muhammad Fadillah Syaiful Rizal Syakila, Futri Taswanda Taryo Tirtosetianto, Raden Hario Umi Narimawati Utomo, Widodo Budi Vika Oktaviani, Vika Wahyu Purnomo, Wahyu Wahyudi Wahyudi Waruwu, Nofirman Yantoni Widiyastuti, Indah Ayu Yuni Retna Dewi Yusuf Arifin Zulkarnaen A, Faiz Furqon