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All Journal Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Education, Language, and Culture Journal Jurnal Informasi Pengabdian Masyarakat JURNAL ILMU SOSIAL DAN ILMU POLITIK, STISIPOL RAJA HAJI Journal of Embedded Systems, Security and Intelligent Systems Jurnal Pustaka Cendekia Pendidikan Mauve Journal De Leardu
Abd. Rajab
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Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Journal : Journal of Embedded Systems, Security and Intelligent Systems

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Digital Marketing Analytics: Enhancing Marketing Management through IT Nurani; Abd. Rajab; Muhammad Ikbal; Sri Prilmayanti Awaluddin
Journal of Embedded Systems, Security and Intelligent Systems Vol 6, No 1 (2025): March 2025
Publisher : Program Studi Teknik Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59562/jessi.v6i1.7687

Abstract

This study aims to analyze the impact of Digital Marketing Analytics (DMA) and information technology (IT) capability on marketing management effectiveness. A mixed methods approach with a Sequential Explanatory design was employed, beginning with a quantitative survey of 100 digital marketing practitioners across various industries in Indonesia, followed by in-depth interviews with seven key informants. Linear regression analysis revealed that DMA (β = 0.462, p < 0.001) and IT capability (β = 0.387, p < 0.001) jointly contribute significantly (R² = 0.581) to marketing effectiveness. Qualitative findings support that companies integrating analytics into their marketing processes tend to be more responsive, efficient, and adaptive to market dynamics. Successful DMA implementation is influenced by human resource readiness, leadership that promotes a data-driven culture, and adequate IT infrastructure. On the other hand, MSMEs face challenges related to digital literacy and limited access to affordable analytics systems. The study underscores the importance of investing in information systems, employee training, and cross-functional integration to drive meaningful digital transformation in marketing strategy.
Co-Authors - Sri Prilmayanti Awaluddin, - Afif Zuhdy Idham AGUS Agus Sujono Andi Adam Andi Pattiware Arifin Idrus Awalia Aziz Ayu Larasanti Ayu Rahmawati Sam Deni Alfianto Deni Andreyano Djamilah Saleh Firmansyah Firmansyah HARIYANTI Herman Syahruddin Husni Suwarni Muhammad Ikbal Nadya Berkian Nurani Nurliah Nuryamsu Nuryamsu Ruslan Ahmad Sirajuddin Sirajuddin Syahruddin Uyunnasirah Hambali Yuriatson Jubhari