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All Journal JURNAL DINAMIKA MANAJEMEN DAN BISNIS
Ifkari Safitri, Heida
Unknown Affiliation
Decision Sciences, Operations Research & Management

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Application of Artificial Intelligence to Maximise Digital Marketing Effectivity on Instagram Kurnianti, Dinni; Ifkari Safitri, Heida; Safitri, Indri
JURNAL DINAMIKA MANAJEMEN DAN BISNIS Vol. 7 No. 1 (2024): Jurnal Dinamika Manajemen dan Bisnis
Publisher : LPPM Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JDMB.07.1.3

Abstract

The research aims to investigate and analyze the application of Artificial Intelligence (AI) in improving the effectiveness of Digital Marketing strategies on the Instagram platform. The research focused on active Instagram users aged 18-34, as the main demographic group in the social media ecosystem. The study uses a qualitative research method with Structural Equation Modeling-Partial Least Squares (SEM-PLS) as an analysis framework to measure and validate the relationship between variables involved in the application of AI. The results are expected to provide in-depth insight into the crucial role of AI in improving the effectiveness of digital marketing strategies on Instagram, with significant implications for practitioners and researchers in this field.
Co-Authors Indri Safitri, Indri Kurnianti, Dinni