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All Journal Journal of Artificial Intelligence and Digital Business Jurnal Ekonomi, Bisnis, dan Humaniora
Rakhmatullah, M. Waldin
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Humanities Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Transformasi Digital Pemasaran Perguruan Tinggi Swasta melalui Artificial Intelligence Rakhmatullah, M. Waldin
JURNAL EKONOMI, BISNIS DAN HUMANIORA Vol 4 No 1 (2024)
Publisher : Universitas Tangerang Raya

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Abstract

The increasing competition in the higher education sector, particularly among private universities (PTS), demands innovative, technology-driven marketing strategies to attract prospective students. This study explores the implementation of Artificial Intelligence (AI) in marketing management for PTS in Indonesia, focusing on efficiency, personalization, and enhancing the student experience. A quantitative descriptive and exploratory approach was adopted, analyzing data collected through surveys and in-depth interviews with 15 PTS utilizing AI in their marketing strategies. The findings reveal that AI applications, such as chatbots for real-time communication and data analytics to understand prospective students' needs, significantly improve marketing effectiveness. Approximately 73% of PTS reported enhanced responsiveness in communication, while marketing cost efficiency reached an average of 22%. However, challenges such as limited skilled human resources and inadequate technological infrastructure persist. The study underscores the need for investment in staff training and infrastructure development to support broader AI adoption. These findings provide strategic insights for PTS to leverage AI technologies effectively, enhancing their competitiveness in the increasingly dynamic higher education market.
Konstruksi sosial atas konsumsi digital: Studi interpretatif tentang peran influencer dalam gaya hidup belanja online Rakhmatullah, M. Waldin
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 1 (2025): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i1.462

Abstract

Perkembangan gaya hidup elektronik telah mendorong munculnya praktik konsumsi digital yang sarat makna sosial dan simbolik, di mana influencer memegang peran sentral sebagai penghubung antara produk dan identitas konsumen. Penelitian ini bertujuan untuk mengeksplorasi bagaimana konsumen membentuk makna atas konsumsi digital yang dipengaruhi oleh influencer dalam konteks gaya hidup elektronik mereka. Dengan menggunakan pendekatan kualitatif fenomenologi interpretatif, penelitian ini melibatkan informan dari kalangan pengguna aktif media sosial yang pernah melakukan pembelian berdasarkan rekomendasi influencer. Hasil penelitian menunjukkan empat temuan penting: (1) konsumsi digital berfungsi sebagai medium ekspresi identitas sosial; (2) influencer bertindak sebagai simbol sosial yang mewakili nilai dan gaya hidup tertentu; (3) gaya hidup elektronik memediasi penerimaan dan interpretasi terhadap iklan digital; dan (4) interaksi virtual membentuk trust serta intensi beli secara simbolik dan afektif. Penelitian ini menegaskan bahwa konsumsi digital merupakan proses konstruktif yang melibatkan narasi, afiliasi emosional, dan performa sosial. Implikasi dari temuan ini membuka ruang baru dalam studi komunikasi digital dan pemasaran berbasis identitas, serta memperluas pemahaman tentang peran teknologi dalam membentuk dinamika relasi sosial dan ekonomi digital masa kini
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