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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) MRB
Junef Ismailiyanto
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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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.
DARI REKOMENDASI KE KONVERSI: PERAN STRATEGIS WOM DAN MEDIA SOSIAL DALAM PEMASARAN JASA KONSTRUKSI Fatmawati, Fatmawati; Ismaliyanto, Junef
Management Research and Business Journal Vol. 3 No. 2 (2025): Edisi : Agustus 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Bhakti Pembangunan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64237/mrb.v3i1.111

Abstract

In the high-value and complex construction services industry, marketing strategies are not only aimed at reaching the market but also building client trust and loyalty. This study aims to analyze the influence of Word of Mouth (WOM) and social media on the effectiveness of marketing strategies in the construction services sector. This study uses a quantitative approach with a descriptive-causal design. The sample consisted of 97 respondents determined through purposive sampling, with criteria of at least five years of experience an involvement in marketing activities. Data were collected through questionnaires and analyzed using multiple linear regression with the help of SPSS. The results of the analysis indicate that WOM and social media have a positive and significant influence on the effectiveness of marketing strategies. The regression coefficients of each variable indicate that both provide a significant contribution to encouraging client engagement, building brand reputation, and increasing the success of construction service promotions. Overall, the regression model explained 55.7% of the variation in marketing strategy effectiveness, confirming the strategic role of integrating interpersonal and digital communication in this context. The novelty of this study lies in the simultaneous examination of two communication channels—WOM and social media—in the context of construction services marketing in Indonesia, a relatively understudied area. This research provides an empirical basis for companies to design more effective, adaptive, and customer-driven marketing strategies. This research is expected to serve as a foundation for developing communication strategies that are more responsive to digital dynamics and the needs of the professional services market.
Co-Authors Fatmawati, Fatmawati Iman Hasan Ansyari MN