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All Journal JBTI : Jurnal Bisnis : Teori dan Implementasi Jurnal Ilmiah Manajemen Kesatuan
Djawa, Sutrisno
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Economics, Econometrics & Finance Social Sciences

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Transforming Traditional Businesses into Digital Marketplaces with the Latest Modern Management and Marketing Approaches Djawa, Sutrisno; Rahman, Wahyudin Rahman
JBTI : Jurnal Bisnis : Teori dan Implementasi Vol. 16 No. 3 (2025): December 2025
Publisher : Universitas Muhammadiyah Yogyakarta

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Abstract

Traditional businesses in Indonesia face significant challenges in adapting to the digital economy due to their limited understanding of digital marketing, data utilization, and technology-based operations. This urgent research aims to bridge the gap between digital technology adoption and business performance, particularly in the digital marketplace. The objective is to analyse how modern digital marketing strategies and transformation management contribute to the successful transition of traditional businesses to competitive digital platforms. A quantitative, correlational approach was used, covering 270 MSMEs that have transitioned to the digital marketplace. Data were collected through structured questionnaires, direct observation, and documentation. Validity and reliability tests were conducted to ensure instrument quality, followed by statistical analysis using the Pearson correlation coefficient and multiple linear regression. The results indicate that digital transformation management and modern digital marketing strategies have a significant impact on the success of business transformation. MSMEs implementing depersonalized promotions, customer data analysis, automated systems, and search engine optimization (SEO) experienced increased customer loyalty, operational efficiency, and market reach. This transformation was supported by internal leadership, digital training, and adaptation to technological changes. In conclusion, an integrated approach combining strategic marketing and digital management is crucial for maintaining competitiveness in the digital marketplace. The importance of Marketing 5.0, change management theory, and innovation diffusion in explaining digital business adaptation. Implications: Some stakeholders are promoting structured digital strategies and policy interventions to accelerate the transformation of MSMEs in Indonesia.
Intelligent Marketing Management: A Bibliometric Analysis of AI-Driven Technologies in Marketing Rahman, Wahyudin; Djawa, Sutrisno
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.3940

Abstract

The integration of AI-based technologies, such as machine learning and natural language processing, is crucial for intelligent marketing management. This study explores market intelligence, encompassing marketing insights, alliance-centric focus, services, and marketing transformation to address dynamic consumer preferences and technological advancements. This study examines the application of AI in marketing through bibliometric analysis and evaluates the effectiveness of market intelligence components. The method used was a comprehensive bibliometric analysis using performance metrics and science mapping conducted on publications from the Scopus and Web of Science databases (2020–2024), using VOSviewer for network visualization. The findings revealed that a total of 9,067 papers from 63 countries were published between 2022 and 2024, with the largest contribution from the United States. Publications were categorized as mathematical modeling (18.9%), exploratory (16.5%), conceptual (17.3%), theoretical review (20.8%), case study (13.8%), and simulation (12.5%). Between 2020 and 2022, 254 articles were identified, highlighting the role of AI in hyperpersonalization, predictive analytics, and chatbots. AI improves marketing efficiency and personalization, but requires an integrated framework for adoption. Future research should focus on industry-specific AI implementations to address barriers such as ethical issues and technology adoption.
Co-Authors Rahman, Wahyudin Rahman Wahyudin Rahman