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Journal : Enrichment: Journal of Multidisciplinary Research and Development

Customer-Centric Marketing with AI and Data Science Integration in Developing Consumer Satisfaction-Based Marketing Strategies Nugroho, Dony Ari
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 7 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i7.497

Abstract

The development of digital technology has encouraged companies to adopt customer-centric marketing strategies that focus on consumer satisfaction. The integration of Artificial Intelligence (AI) and Data Science opens up opportunities to improve data analysis accuracy, personalize experiences, and make real-time decisions. However, many companies still experience a gap between the potential of technology and the optimal implementation of strategies. This study aims to explore the effectiveness of integrating AI and Data Science into customer-centric marketing strategies based on customer satisfaction. A qualitative approach was used with participants including marketing managers, strategy teams, and active consumers. Data was collected through in-depth interviews, participatory observation, and document analysis, then analyzed using a thematic-inductive approach with triangulation of sources for validity. The research findings indicate that the integration of AI and Data Science enhances market segmentation accuracy, enriches customer experience through personalization, and strengthens real-time data-driven decision-making. There is a positive correlation between the use of this technology and increased consumer satisfaction. However, challenges include the need for strict data governance, skill gaps in human resources, and high initial investment requirements. The implications of this study emphasize the importance of developing technological capabilities and human resources to maximize the benefits of AI and data science in marketing strategies, while maintaining consumer trust and loyalty in a sustainable manner.
Strategy of Human Resource Development in the Shipping and Logistics Sector to Face Industrial Era 4.0 Nugroho, Dony Ari
Enrichment: Journal of Multidisciplinary Research and Development Vol. 2 No. 12 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v2i12.325

Abstract

The Industry 4.0 era, driven by Artificial Intelligence (AI), the Internet of Things (IoT), automation, and big data analytics, has significantly transformed the shipping and logistics sector. While digitalization improves efficiency, it also presents challenges in workforce adaptation. According to a 2023 World Economic Forum report, 50% of employees will require reskilling by 2025, yet only 30% of logistics companies have fully embraced digital workforce transformation strategies. This research analyzes human resource (HR) development strategies to equip workers with skills aligned with Industry 4.0 demands. This study uses a qualitative approach, utilizing peer-reviewed journals, industry reports, and government publications. Data analysis follows Miles and Huberman's interactive model, consisting of data reduction, data presentation, and conclusion drawing, ensuring structured and comprehensive insights. Findings indicate that HR development strategies in the shipping and logistics sector require three key approaches: (1) Enhancing digital competencies through technology training and online learning platforms; (2) Developing adaptive skills, such as problem-solving, critical thinking, and agility, to navigate technological shifts; and (3) Implementing HR technology for recruitment, training, and performance management. Additionally, collaboration with industries and policymakers is essential to accelerate workforce digital transformation. By applying these strategies, the shipping and logistics sector can build a competent, agile workforce, ensuring long-term sustainability and competitiveness in the Industry 4.0 landscape.