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All Journal JASF (Journal of Accounting and Strategic Finance) ADI Bisnis Digital Interdisiplin (ABDI Jurnal)
Sutama Wisnu Dyatmika
Universitas Airlangga
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Library & Information Science Social Sciences Other

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Integration of Artificial Intelligence in Digital Marketing Strategies Based on Business Data Analytics: Integrasi Kecerdasan Buatan dalam Strategi Pemasaran Digital Berbasis Analisis Data Bisnis Qurotul Aini; Sutama Wisnu Dyatmika; Mochamad Heru Riza Chakim; Miftakhul Khasanah; Zabenaso Queen
ADI Bisnis Digital Interdisiplin Jurnal Vol 6 No 1 (2025): ADI Bisnis Digital Interdisiplin (ABDI Jurnal)
Publisher : ADI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/abdi.v6i1.1230

Abstract

The digital transformation in the era of Artificial Intelligence (AI) has revolutionized marketing practices by placing data analysis at the core of adaptive and precision-based strategies. This study aims to analyze how the integration of AI and business data analytics can strategically and sustainably enhance the effectiveness of digital marketing. The research method employs a qualitative approach through literature review and case analysis of AI implementation in digital business contexts. The findings indicate that the use of AI in market segmentation, consumer behavior prediction, and content personalization significantly improves conversion rates, customer loyalty, and marketing cost efficiency. Moreover, this technological integration also supports the achievement of the Sustainable Development Goals (SDGs), particularly Goal 8 (decent work and economic growth) and Goal 9 (industry, innovation, and infrastructure). These findings highlight the importance of strengthening digital capabilities through the adoption of AI-based technology and data analytics as a foundation for building responsive, innovative, and sustainable marketing strategies aligned with the demands of the digital economy.
Redefining Indonesia's MSMEs Landscape: Unleashing Digital Virality for Sustainable Growth Sutama Wisnu Dyatmika; Bagong Suyanto; Erna Setijaningrum; Widhayani Puri Setioningtyas
JASF: Journal of Accounting and Strategic Finance Vol. 6 No. 2 (2023): JASF (Journal of Accounting and Strategic Finance) - December 2023
Publisher : Accounting Department, Faculty of Economics and Business, Universitas Pembangunan Nasional Veteran Jawa Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/jasf.v6i2.471

Abstract

This study investigates the effectiveness of digital marketing strategies, particularly viral content, in enhancing the visibility and sustainability of micro, small, and medium enterprises (MSMEs) in Indonesia. By redefining the traditional MSME landscape, this research highlights the shift from conventional marketing approaches to digital virality strategies, reshaping how MSMEs engage with consumers and build sustainable brand identities. Adopting a descriptive qualitative approach, data was collected through a literature review and interviews with MSME stakeholders to analyze the digital marketing strategies used and their impacts. The findings reveal that viral content significantly boosts MSMEs' visibility by capturing consumer attention, fostering online engagement, and strengthening brand image. This study offers valuable insights for MSME owners and local governments and supports institutions in implementing effective digital strategies. Practical recommendations include developing skills in content creation, collaborating with local influencers, and utilizing social media platforms to maximize outreach. These findings underscore the potential of digital virality as a sustainable marketing tool while also recognizing limitations such as resource constraints. Future research may further explore adaptive strategies suited to different MSME sectors.
Co-Authors Bagong Suyanto Erna Setijaningrum Miftakhul Khasanah Mochamad Heru Riza Chakim Qurotul Aini Widhayani Puri Setioningtyas Zabenaso Queen