MENGEKSPLORASI KECERDASAN BUATAN PADA MANAJEMEN PEMASARAN DIGITAL ERA 5.0 DI DUNIA UMKM

Yeni Yeni; Mohammad Kurniawan Darmaputera; Siti Komariah Hildayanti

doi:10.55047/transekonomika.v4i3.667

Yeni* Program Studi Manajemen, Universitas Indo Global Mandiri
Mohammad Kurniawan Darmaputera Program Studi Manajemen, Universitas Indo Global Mandiri
Siti Komariah Hildayanti Program Studi Manajemen, Universitas Indo Global Mandiri

DOI: https://doi.org/10.55047/transekonomika.v4i3.667

Keywords: Artificial Intelligence, Digital Marketing, Management, Advertising Optimization, Information Technology

Abstract

Era 5.0 is characterized by deeper integration between technology and human life, where Artificial Intelligence (AI) plays a key role in various sectors, including digital marketing. This study aims to explore how AI in the MSME world of Palembang city is applied in digital marketing, as well as its impact on marketing management strategies and results. This research uses a qualitative approach with a case study method to analyze various applications of AI in digital marketing promotions. The research results show that AI is able to increase operational efficiency, personalize content, and deeper data analysis. Apart from this, AI also helps in advertising optimization, market trend prediction, and improving customer experience. The application of AI in digital marketing faces challenges, such as data privacy issues, implementation costs, and the need for specialized expertise. AI has great potential to revolutionize digital marketing management in MSMEs, but requires a strategic and ethical approach to overcome existing challenges.

Downloads

Download data is not yet available.

References

Alhammadi, A., Alsyouf, I., Semeraro, C., & Obaideen, K. (2024). The role of industry 4.0 in advancing sustainability development: A focus review in the United Arab Emirates. Cleaner Engineering and Technology, 18(November 2023), 100708. https://doi.org/10.1016/j.clet.2023.100708

Aliefia, S. P., Hertati, L., & Syafitri, L. (2024). Fungsi Pemahaman Akuntansi , Program Pelatihan , dan Pemanfaatan Teknologi Informasi Terhadap Efektivitas Sistem Informasi Akuntansi UMKM. 3(3), 712–725.

Anggraini, Y., Hertati, L., & Meiriasari, V. (2023). Effect of Information Technology and E-Commerce on The Quality of Accounting Information Systems. ProBisnis: Jurnal Manajemen, 14(3), 253–261.

Aprilia, L., Hertati, L., & Syafitri, L. (2024). Peran Human Capital, Pengetahuan Akuntansi, Pelatihan Akuntansi terhadap Integritas Mahasiswa Akuntansi. Jurnal Review Pendidikan Dan Pengajaran (JRPP), 7(2), 4917–4926.

Arthur, Y. D. (2022). Mathematics Teachers’ Acceptance of Ict in Teaching and Learning: an Extended Technology Acceptance Model. Problems of Education in the 21st Century, 80(3), 408–425. https://doi.org/10.33225/pec/22.80.408

Asari, A., Nababan, D., Amane, A. P. O., Kusbandiyah, J., Lestari, N. C., Hertati, L., Maswar, Farlina, B. F., Pandowo, A., Purba, M. L., Zulkarnaini, & Ainun, A. N. A. (2023). Dasar Penelitian Kuantitatif. Lakeisha.

Asri, A. A. S. M. . (2022). Digital Marketing In The Era of Society 5.0 By Applying Design Thinking. International Conference on Industrial Revolution 4.0, 284–295.

Attaran, S., Attaran, M., & Celik, B. G. (2024). Digital Twins and Industrial Internet of Things: Uncovering operational intelligence in industry 4.0. Decision Analytics Journal, 10(October 2023), 100398. https://doi.org/10.1016/j.dajour.2024.100398

Awalia, S. (2022). Sistem Informasi Manajemen: Tujuan Sistem Informasi Manajemen. In CV. Pena Persada (Issue April).

Belda-Medina, J., & Calvo-Ferrer, J. R. (2022). Preservice Teachers’ Knowledge and Attitudes toward Digital-Game-Based Language Learning. Education Sciences, 12(3). https://doi.org/10.3390/educsci12030182

Berliana, E., Nurhalizah, N., Wahyuni, N., & Hertati, L. (2022). Peran Dunia Digital Sistem Informasi Manajemen Pembelanjaan Online Dan Offline Yang Bekerja Melayani Konsumen. Glow: Jurnal Pengabdian Kepada Masyarakat, 2(2), 44–55.

Costa, A., Crupi, A., De Marco, C. E., & Di Minin, A. (2023). SMEs and open innovation: Challenges and costs of engagement. Technological Forecasting and Social Change, 194(June), 122731. https://doi.org/10.1016/j.techfore.2023.122731

Dumitriu, D., & Popescu, M. A. M. (2020). Artificial intelligence solutions for digital marketing. Procedia Manufacturing, 46(2019), 630–636. https://doi.org/10.1016/j.promfg.2020.03.090

Endarwati, T. (2021). Prediction of Market Attraction Due To Covid-19, on the Life Cycle of the Company’S Business Financial Performance. Osf.Io, 09, 232–252. https://doi.org/10.17605/OSF.IO/FHQW7

Fery, I., Hertati, L., Sinulingga, G., Wijayanto, G., Trismiyanto, H. H., & Safkaur, O. (2020). How the Role of Work Stress Accounting in an Organization. International Journal of Advanced Science and Technology, 29(5), 14359–14372.

Garrido-Moreno, A., Martín-Rojas, R., & García-Morales, V. J. (2024). The key role of innovation and organizational resilience in improving business performance: A mixed-methods approach. International Journal of Information Management, 77(July 2023), 102777. https://doi.org/10.1016/j.ijinfomgt.2024.102777

Hariyani, H., Romli, H., & Hartati, L. (2024). Determinan Proses Bisnis dan Efektivitas Sistem Informasi Akuntansi Implikasi Pada Kinerja Organisasi GoJek. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 3(3), 872–885.

Hasan, F., Hertati, L., & Pebriani, R. A. (2023). Pengaruh Disiplin Kerja, Tingkat kepuasan Kerja Terhadap Efektivitas Sistem Informasi Akuntansi Implikasi Pada Kinerja Organisasi Survey Pada Karyawan PT. Sampoerna Agro Tbk. Jurnal Mirai Management, 8(2).

Hertati, L. (2024). Exploring Human Capital dalam Tingkat Pendidikan Peran Aplikasi Sistem Informasi Akuntansi Mengatasi Deteksi Fraud pada Aplikasi Shopee. Jurnal Riset Akuntansi, 16(1), 74–92.

Hertati, L., & Iriyadi, I. (2023). Exploring Sistem Informasi Akuntansi Aplikasi GoCar Di Palembang. Jurnal Ilmiah Akuntansi Kesatuan, 11(2), 341–352.

Hertati, L., & Safkaur, O. (2020). Pengaruh Sistem Informasi Manajemen Lingkungan Terhadap Good Goverment Governance. Jurnal Ilmu Keuangan Dan Perbankan (JIKA), 10(1), 39–64.

Hertati, L., Yulius, Y., & Saputra, T. S. (2024). Pelatihan Digital Marketing Dan Inovasi Produk. 8(2), 3–4.

Hertati, L., & Zarkasyi, I. (2015). Competence of human resources, the benefits of information technology on value of financial reporting in Indonesia. Research Journal of Finance and Accounting, 6(8), 12–18.

Hertati, L., Zarkasyih, W., Suharman, H., & Umar, H. (2019). the Effect of Human Resource Ethics on Financial Reporting Implications for Good Government Governance (Survey of Related Sub-Units in State-Owned Enterprises in Sumsel). International Journal of Economics and Financial Issues, 9(4), 367–376. https://doi.org/10.32479/ijefi.8466

Hsu, C. L., & Lu, H. P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information and Management, 41(7), 853–868. https://doi.org/10.1016/j.im.2003.08.014

Javaid, M., Haleem, A., Singh, R. P., & Sinha, A. K. (2024). Digital economy to improve the culture of industry 4.0: A study on features, implementation and challenges. Green Technologies and Sustainability, 2(2), 100083. https://doi.org/10.1016/j.grets.2024.100083

Latifi, M.-A., Nikou, S., & Bouwman, H. (2021). Business model innovation and firm performance: Exploring causal mechanisms in SMEs. Technovation, 107, 102274. https://doi.org/https://doi.org/10.1016/j.technovation.2021.102274

Maulana, F., Hertati, L., & Asharie, A. (2023). Determinants of Consumer Behavior on Social Media : An MBKM Student Activity at UIGM Supporting AKWET Pempek SMEs. 1(1), 54–63.

Mustofa, M., Bara, A. B., Khusaini, F., Ashari, A., Hertati, L., Mailangkay, A. B. L., Syafitri, L., Sarie, F., Rustan, F. R., & Hole, M. A. (2023). Metode Penelitian Kepustakaan (Library Research). Get Press Indonesia.

Nugraha, D. B., Azmi, Z., Defitri, S. Y., Pasaribu, J. S., Hertati, L., Saputra, E., Fauzan, R., Ilyas, M., Alfian, A., & Fau, S. H. (2023). Sistem informasi akuntansi. Global Eksekutif Teknologi.

Rachmat, Z., Laratmase, P., Muniarty, P., Sudirjo, F., Ilyas, M., Purba, S., Pratiwi, A. A. M., Sinaga, H., Aguilika, D., & Hartati, L. (n.d.). Sistem informasi manajemen.

Ramírez Molina, R. I., Santamaria Ruiz, M. J., Ramírez Molina, R. J., Lay Raby, N. D., & Severino-González, P. (2024). Innovation systems in industry 5.0: theoretical and methodological bases. Procedia Computer Science, 231, 595–600. https://doi.org/10.1016/j.procs.2023.12.256

Rodrigues, V., Breda, Z., & Rodrigues, C. (2024). The implications of industry 4.0 for the tourism sector: A systematic literature review. Heliyon, 10(11). https://doi.org/10.1016/j.heliyon.2024.e31590

Sari, M., Hertati, L., & Meiriasari, V. (2023). The Effect of Consumer Purchasing Power on Value Added Tax (PPN) Implications on Sales Tax on Luxury Goods (PPNBM): (Survey on Electronics Consumers at Informa Elektronik PIM Palembang). Journal of Management, Accounting, General Finance and International Economic Issues, 2(3), 784–793. https://doi.org/10.55047/marginal.v2i3.721

Sari, N., Romli, H., & Hertati, L. (2024). Strategi Commerce Dan Kinerja Organisasi. 7, 4191–4201.

Soori, M., Arezoo, B., & Dastres, R. (2024). Virtual manufacturing in Industry 4.0: A review. Data Science and Management, 7(1), 47–63. https://doi.org/10.1016/j.dsm.2023.10.006

Tagscherer, F., & Carbon, C. C. (2023). Leadership for successful digitalization: A literature review on companies’ internal and external aspects of digitalization. Sustainable Technology and Entrepreneurship, 2(2), 100039. https://doi.org/10.1016/j.stae.2023.100039

Terttiaavini, T., Hertati, L., Yulius, Y., & Saputra, T. S. (2024). Pelatihan Digital Marketing Dan Inovasi Produk Guna Meningkatkan Daya Saing UMKM Ikan Pedo Serbuk. JMM (Jurnal Masyarakat Mandiri), 8(2), 2405–2416.

Yansi, L. M., Hertati, L., & Munandar, A. (n.d.). Pengaruh Moralitas Individual , Regulasi Akademik , Integritas Akademik Terhadap Etika Kecurangan Siswa ( Survey Pada SMA Srijaya Negara Palembang ). 175–194.