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All Journal Jurnal Ilmiah Manajemen Kesatuan Kasta: Jurnal Ilmu Sosial, Agama, Budaya dan Terapan
Tri Gunarsih
Universitas Teknologi Yogyakarta, Indonesia
Economics, Econometrics & Finance Education Social Sciences

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Artificial Intelligence Implementation in E-Marketing: A Systematic Literature Review and Bibliometric Analysis Yohannes Vemberi; Tri Gunarsih; Lucia Ika Fitriastuti; Fransius Awaldo Damanik
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 3 (2026): JIMKES Edisi Mei 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i3.4535

Abstract

Artificial Intelligence (AI) has recently gained considerable attention and is being increasingly applied across various fields. One of the most rapidly growing areas is marketing, particularly in the development of e-marketing in many companies. The purpose of this article is to review various studies related to artificial intelligence and e-marketing by presenting a comprehensive discussion.  The reviewed works consist of 82 studies published between 2018 and 2025. The data analysis focuses on methods applied, findings, strengths, and limitations. In addition, a bibliometric analysis was conducted to complement the review. A total of 500 articles related to artificial intelligence implementation in e-marketing were collected from Google Scholar, Emerald, Elsevier, ScienceDirect, and Scopus, and processed using VosViewer to support the findings. The combined analysis highlights key challenges and identifies future research opportunities in the field of artificial intelligence and e-marketing. Results from studies highlight several benefits of AI, including its potential to revolutionize marketing strategies, introduce new innovations, enhance personalization and customer experience, optimize operational efficiency, and improve overall company performance. The results reveal various research limitations that may help future researchers develop new theoretical and methodological insights. In addition, this study provides valuable information and knowledge for companies seeking to implement artificial intelligence in e-marketing.
Integration of the Influence of Green Knowledge and Green Competency in Improving Innovative Work Behavior with the Role of Leader Support Mediation in the Garment Industry Joko Purnomo; Nur Wening; Ifah Rofiqoh; Tri Gunarsih; Sujoko; Yudan Hermawan
KASTA : Jurnal Ilmu Sosial, Agama, Budaya dan Terapan Vol. 6 No. 2 (2026): June
Publisher : Lembaga Bale Literasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58218/kasta.v6i2.3798

Abstract

This study aims to analyze the integration of the influence of green knowledge and green competency in improving innovative work behavior (IWB) with the role of leader support mediation in the garment industry in Semarang Regency. The research approach used is quantitative with an explanatory research design. Data was collected through the distribution of questionnaires to 200 garment industry employees selected using purposive sampling techniques. Data analysis was carried out using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the help of SmartPLS. The results of the study show that green knowledge, green competence, and leader support have a positive and significant effect on innovative work behavior. In addition, green knowledge and green competency have also been proven to have a significant effect on leader support. The leader support variable has the most dominant influence on innovative work behavior. The results of the mediation test showed that leader support was able to mediate the relationship between green knowledge and green competency to innovative work behavior partially. The value of the determination coefficient (R²) indicates that the model has strong explanatory ability, while the SRMR value indicates that the research model has a good fit. This research provides the implication that the improvement of innovative employee behavior in the garment industry is not only dependent on environmental knowledge and competence, but is also strongly influenced by the support of leaders. Therefore, organizations need to develop integrated strategies in increasing green knowledge, green competence, and strengthening leadership roles to encourage sustainable innovation.
Co-Authors Fransius Awaldo Damanik Ifah Rofiqoh Joko Purnomo Lucia Ika Fitriastuti Nur Wening Sujoko Yohannes Vemberi Yudan Hermawan