Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal Fundamental and Applied Management Journal Indonesian Journal of Enterprise Architecture
Andi Balqis Mutiara Asizah
Universitas Negeri Makassar, Indonesia
Economics, Econometrics & Finance Social Sciences

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Analyzing Digital Marketing in Indonesia Online Transportation Sector: A Social Network, Sentiment, and Topic Analysis Valentino Aris; Andi Balqis Mutiara Asizah
Fundamental and Applied Management Journal Vol. 4 No. 1 (2026): March
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i1.190

Abstract

This study aims to evaluate the effectiveness of Grab’s digital marketing strategy in Indonesia’s online transportation sector using a Social Media Network Analysis approach. Data were collected from the social media platform X (formerly Twitter) through web scraping of relevant hashtags and keywords, followed by cleaning to remove irrelevant content. The analysis, conducted using Gephi, examined network structure through metrics such as degree centrality, betweenness centrality, closeness centrality, modularity, and community detection. Results reveal that @grabid is the primary conversation hub with high degree centrality, indicating dominance in information dissemination. The network exhibits two major communities, centered on Grab and Gojek, reflecting narrative competition in the industry. Modularity analysis (score = 0.438) indicates moderately distinct communities, presenting opportunities for targeted marketing. Betweenness centrality findings highlight a small number of strategic connectors, while closeness centrality suggests efficient network connectivity with a small-world property. These insights underscore the potential of SNA to identify key influencers, optimize message dissemination, and strengthen brand positioning. Content analysis revealed that the majority of consumer discussions carried a positive sentiment. The study contributes to digital marketing literature by demonstrating SNA’s utility in mapping brand-related social media interactions and offers practical recommendations for data-driven campaign strategies.
Customer Segmentation with AI-Based Customer Relationship Management for Effective Marketing of Nichoa Chocolate MSMEs Andi Balqis Mutiara Asizah; Valentino Aris; Andika Isma; Masud; Andi Aisyiah Rahmatillah
Indonesian Journal of Enterprise Architecture Vol. 3 No. 1 (2026): Indonesian Journal of Enterprise Architecture
Publisher : Global Research and Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/ijea.v3i1.191

Abstract

This study aims to design and evaluate an AI-integrated Customer Relationship Management (CRM) application to support marketing decision-making at Nichoa Chocolate SMEs. Initial problems include inconsistent customer data recording, transactions that are not yet connected to analytics, limited data dashboards, and the absence of customer segmentation, resulting in marketing strategies that tend to be unsuitable for business needs. The system was developed using a Research and Development approach based on the ADDIE model. The built system integrates transaction data with RFM analysis to generate measurable customer mapping and more targeted marketing strategy recommendations. The analysis results showed that the recency value was dominated by new and nearly lost customer segments, so the recommended strategy emphasised a retention-first approach through the reactivation of passive customers, regular communication, and personalised offers, accompanied by efforts to convert new customers to make repeat purchases. The system evaluation showed that all functional test scenarios were successful, usability was rated as good through demonstrations and interviews, and the application performance was very high. These findings confirm that AI-integrated RFM-based CRM is suitable for strengthening SME marketing in a more targeted and measurable manner.
Co-Authors Andi Aisyiah Rahmatillah Andika Isma Masud Valentino Aris