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All Journal Emerging Science Journal Journal of Management and Entrepreneurship Research
Putit, Lennora
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape Hendrayati, Heny; Achyarsyah, Mochamad; Marimon, Frederic; Hartono, Ulil; Putit, Lennora
Emerging Science Journal Vol 8, No 6 (2024): December
Publisher : Ital Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28991/ESJ-2024-08-06-012

Abstract

This study aims to thoroughly investigate how Artificial Intelligence (AI) is strategically integrated into digital marketing practices and its consequential effects on Indonesia’s fiercely competitive business environment. Employing a quantitative research approach, this study meticulously examines Indonesian enterprises’ prevailing strategies for AI utilization. The research method employed in this study is quantitative, with the unit of analysis being Indonesian companies. The sample size comprises 100 companies selected through the stratified random sampling technique. Analysis of the data is conducted using the SPSS statistical package. Through detailed analysis of survey data and advanced statistical techniques, the research reveals a significant positive correlation between the integration of AI in digital marketing and improved marketing effectiveness. The study highlights a noticeable increase in customer engagement metrics and noteworthy enhancements in conversion rates among businesses proficient in leveraging AI technologies, further reinforcing this correlation. Additionally, the findings suggest that companies embracing AI demonstrate significantly heightened adaptability to the constantly evolving market dynamics, strengthening their competitive positioning. These insightful discoveries underscore the critical importance of harnessing AI’s transformative capabilities within digital marketing strategies to sustain and bolster a competitive edge in the marketplace. Furthermore, the study discusses its contributions to existing knowledge and provides practical implications for marketers and business policymakers in Indonesia. Doi: 10.28991/ESJ-2024-08-06-012 Full Text: PDF
What Drives Successful Co-Creation? The Role of Entrepreneurial Networking Quality and Entrepreneurial Trust Quality in Increasing Business Performance Indriastuti, Herning; Hudayah, Syarifah; Achmad , Gusti Noorlitaria; Putit, Lennora
Journal of Management and Entrepreneurship Research Vol. 6 No. 3 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.9.06.3-73

Abstract

Objective: Nowadays, it's a phenomenon that many people switch jobs to become entrepreneurs. Limited access necessitates that entrepreneurs build networks and establish trust to enhance the company's business performance. Research Design & Methods: This research contributes to a successful co-creation model to ensure MSMEs achieve superior business performance and fills the research gap between entrepreneurial network quality and business performance. Using the SEM AMOS statistical tool, a normality test was conducted on the initial data of 250 MSME players in East Kalimantan, Indonesia, resulting in 160 players. Findings: All results showed that the significance level met the hypothesis requirements. Successful co-creation plays an important role in mediating between entrepreneur network quality and entrepreneur trust quality increases business performance. Implications & Recommendations: The successful co-creation is an alliance of partners and part of the reconfiguration of business performance, if you have a loyal supplier network, a value-added network, a quality network, and a supportive professional organisation. Contribution & Value Added: The research contributes to the development of knowledge of relational marketing theory through the development of co-creation.
Co-Authors Achmad , Gusti Noorlitaria Achyarsyah, Mochamad Heny Hendrayati Herning Indriastuti Marimon, Frederic Syarifah Hudayah Ulil Hartono