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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) IPSSJ
Iman Hasan Ansyari MN
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Public Health Social Sciences

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STRATEGIC ROLE OF HUMAN CAPITAL IN NAVIGATING HYBRID MARKETINGCUSTOMER-BASED IN CREATIVE INDUSTRIES IN THE AI ERA: AN SLR STUDY Junef Ismailiyanto; Iman Hasan Ansyari MN
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 8 (2025): JULY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i8.838

Abstract

Digital transformation triggered by advances in artificial intelligence (AI) has driven the emergence of various new marketing models, including hybrid marketing (HM) that combines digital and traditional approaches; offline and online. Amidst these changes, the strategic role of Human Capital (HC) becomes crucial, especially in the creative industry that relies heavily on innovation, empathy, and customer engagement. This study aims to systematically explore how academic literature defines, conceptualizes, and evaluates the contribution of HC in the implementation of customer-based HM in the AI ​​era, focusing on the creative industry sector. The Systematic Literature Review (SLR) method was used based on the PRISMA 2020 protocol. The literature was taken from the Scopus, SpringerLink, and Emerald Insight databases with a scope of publications from 2015 to June 10, 2025. Of the 8,297 articles identified, 65 articles were reviewed systematically and thematically. The findings group four main themes: (1) the strategic role of HC in guiding customer-based HM in the AI ​​era; (2) adaptive competency of HR towards technology integration; (3) human-AI synergy in customer value creation; (4) the role of empathy, creativity, and soft skills in maintaining emotional closeness to customers; and (5) the challenges of digital transformation to marketing structures and functions in the creative industry. Practical implications include the need for HR reskilling, organizational transformation, and strengthening customer-based marketing strategies. The novelty of this study lies in the synthesis of literature that connects HC, AI, and hybrid marketing in the creative industry landscape. Its theoretical contribution opens up space for further exploration of customer-oriented human–AI collaborative models.
INTEGRASI PENDIDIKAN, KOMPETENSI, DAN KESEHATAN DALAM PEMBANGUNAN SDM: SEBUAH TINJAUAN SISTEMATIK Iman Hasan Ansyari MN; Muhammad Fatah Aldino Ginting
Integrative Perspectives of Social and Science Journal Vol. 2 No. 03 Agustus (2025): Integrative Perspectives of Social and Science Journal
Publisher : PT Wahana Global Education

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Abstract

Peningkatan kualitas sumber daya manusia (SDM) menjadi fondasi utama dalam pembangunan nasional, khususnya di tengah tantangan kompleks abad ke-21. Namun, pendekatan sektoral yang selama ini diterapkan cenderung menghambat sinergi antara bidang pendidikan, kompetensi, dan kesehatan. Penelitian ini bertujuan untuk mengkaji secara sistematis berbagai literatur ilmiah terkait pendekatan terintegrasi dalam pengembangan manusia, dengan fokus pada sinergi ketiga sektor tersebut. Metode yang digunakan adalah Systematic Literature Review (SLR) dengan kerangka PRISMA, mencakup 875 artikel awal yang disaring menjadi 50 artikel terpilih untuk dianalisis lebih lanjut. Analisis dilakukan secara tematik dan bibliometrik untuk mengidentifikasi pola keterkaitan antar konsep dan temuan dominan dalam literatur. Hasil penelitian menunjukkan bahwa integrasi antara pendidikan berbasis kompetensi, layanan kesehatan holistik, dan pemberdayaan komunitas memberikan dampak positif terhadap kesejahteraan individu dan kolektif. Selain itu, ditemukan bahwa kesehatan mental dan literasi kesehatan masih belum mendapat perhatian memadai dalam kebijakan pendidikan dan pengembangan SDM. Penelitian ini menawarkan kerangka konseptual yang menggabungkan pendekatan One Health, pendidikan holistik, dan kebijakan publik berbasis komunitas sebagai arah strategis pembangunan manusia berkelanjutan. Kajian ini juga mengidentifikasi kesenjangan penelitian serta memberikan rekomendasi bagi pengembangan kebijakan dan studi empiris selanjutnya.
Co-Authors Junef Ismailiyanto Muhammad Fatah Aldino Ginting