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All Journal Data : Journal of Information Systems and Management INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE) International Journal of Social and Education (INJOSEDU)
Henny Noviany
Universitas An Nasher
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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STRATEGIC ANALYSIS OF DIGITAL MARKETING IN THE ERA OF BIG DATA AND ARTIFICIAL INTELLIGENCE: A SYSTEMATIC LITERATURE REVIEW ON CONSUMER PERSONALISATION, OMNICHANNEL OPTIMISATION, AND MACHINE LEARNING ALGORITHM ADAPTATION TO INCREASE SALES CONVERSIONS Henny Noviany; Listya Endang Artiani; Syahgirindra Ardya Rasendriya
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 8 (2026): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

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The rapid advancement of big data and artificial intelligence (AI) technologies has significantly transformed digital marketing strategies, enabling firms to enhance customer engagement and improve sales conversion performance. This study aims to analyze strategic developments in digital marketing through a systematic literature review focusing on consumer personalization, omnichannel optimization, and the adaptation of machine learning algorithms. Using a qualitative library research approach, relevant academic publications indexed in reputable databases were systematically reviewed to synthesize current knowledge and identify emerging research trends. The findings indicate that AI-driven personalization improves the customer experience and purchase intention, while omnichannel integration enhances consistency in the customer journey across multiple platforms. Additionally, adaptive machine learning algorithms support data-driven marketing decisions that optimize campaign performance and conversion outcomes. However, challenges related to data privacy, technological integration, and strategic alignment remain significant concerns. This study contributes by providing an integrated strategic perspective that consolidates fragmented literature and proposes directions for future research in intelligent digital marketing ecosystems.
INTEGRATION OF MARKET RESEARCH AND SWOT ANALYSIS IN FORMULATING ADAPTIVE BUSINESS STRATEGIES IN RESPONSE TO TECHNOLOGICAL DISRUPTION, COMPETITIVE INTENSITY, AND GOVERNMENT REGULATORY DYNAMICS IN THE DIGITAL ECONOMY ERA: A SYSTEMATIC LITERATURE REVIEW Exa Alief Fairuzzabadi Sahl; Henny Noviany; Al Amin
INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS Vol. 2 No. 8 (2026): INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Publisher : CV. Adiba Aisha Amira

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The rapid development of the digital economy has created new strategic challenges for businesses, driven by technological disruption, intensifying competition, and evolving government regulations. This study aims to analyze the integration of market research and SWOT analysis in formulating adaptive business strategies using a systematic literature review. Using a qualitative library research method, relevant academic publications indexed in reputable databases were systematically reviewed to synthesize current knowledge and identify research gaps in adaptive strategy development. The findings indicate that data-driven market research enhances an organization's understanding of market dynamics, while SWOT analysis helps firms evaluate internal and external strategic factors. The integration of these approaches supports more flexible and responsive business strategies, enabling firms to maintain competitiveness and sustainability in rapidly changing digital environments. This study contributes by proposing an integrative perspective that bridges fragmented strands of the strategic management literature and offers recommendations for future research on adaptive strategy formulation in digital economies.
TAXATION OF FINANCIAL TECHNOLOGY AND THE TECHNOLOGY SECTOR IN INDONESIA: AN OVERVIEW OF TAX POLICY AND ITS ROLE IN SUPPORTING DIGITAL INNOVATION Yeni Nurkhasanah; Henny Noviany; Nanang Rohman
INJOSEDU: International Journal of Social and Education Vol. 2 No. 8 (2025)
Publisher : Adisam Publisher

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The transformation of tax policy in Indonesia is crucial in responding to the rapid development of fintech and the digital economy. This article analyzes how Indonesia's tax regulations adapt to economic digitalization dynamics, highlighting government measures such as the imposition of VAT on Trade Through Electronic Systems (PMSE). Using a qualitative approach based on policy studies, this study combines interviews, policy documents, and academic literature to examine compliance, fiscal justice, and impact on innovation. The study results show that regulations are still partial and create uncertainty for business actors, while the government's main challenge is to balance state revenue with support for digital innovation. In conclusion, a more comprehensive, fair, and adaptive tax policy is needed as a fiscal instrument and catalyst for sustainable digital transformation in Indonesia.
A Narrative Review of the Integration of Big Data Analytics and Business Intelligence in Organizational Decision-Making Henny Noviany
Data : Journal of Information Systems and Management Vol. 3 No. 4 (2025): October 2025
Publisher : PT Penerbit Ilmiah Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/data.v3i4.710

Abstract

The integration of Big Data Analytics (BDA) and Business Intelligence (BI) has become increasingly vital for enhancing strategic decision-making within contemporary organizations. This narrative review aims to investigate how the convergence of BDA and BI influences decision-making processes, particularly in sectors such as finance, healthcare, manufacturing, and retail. The review employed comprehensive literature searches across Scopus, Web of Science, and Google Scholar using keyword combinations like “Big Data Analytics”, “Business Intelligence”, and “Decision Making”. Inclusion criteria prioritized peer-reviewed journal articles from the past decade. Findings reveal that BDA enables organizations to analyze large-scale data for hidden insights, while BI transforms these insights into visual and actionable intelligence. Together, they contribute to increased decision accuracy, cost reduction, and enhanced performance. Artificial Intelligence (AI), particularly machine learning and natural language processing, further amplifies these outcomes by enabling rapid and nuanced analysis of structured and unstructured data. However, systemic barriers persist, including fragmented data infrastructure, limited human capital, and concerns over data ethics and compliance. This review highlights the need for organizations to adopt a holistic, cross-functional approach to data integration while investing in digital skills development. It also underscores the importance of regional readiness and industry-specific strategies. The findings inform policymakers, practitioners, and scholars on the strategic imperatives for integrating BDA and BI to sustain innovation, responsiveness, and competitive advantage in the digital age
Co-Authors Al Amin Exa Alief Fairuzzabadi Sahl Listya Endang Artiani Nanang Rohman Syahgirindra Ardya Rasendriya Yeni Nurkhasanah