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All Journal Jurnal Multidisiplin Madani (MUDIMA) Jurnal Ekonomi, Manajemen, Akuntansi
Rahel Sintadevi Siahaan
Institut Bisnis dan Multimedia Asmi Jakarta
Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Role of Artificial Intelligence in Marketing Innovation Verry Albert Jekson Mardame Silalahi; Amoi Sanyo Simanjuntak; Rahel Sintadevi Siahaan; Audrey Gamaliel Dotulong Tangkudung
Jurnal Multidisiplin Madani Vol. 4 No. 6 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/mudima.v4i6.9629

Abstract

Artificial Intelligence (AI) capabilities have become very important in the modern marketing world due to its expertise in analyzing data in depth, predicting consumer behavior, and improving the efficiency of marketing campaigns. The use of artificial intelligence (AI) allows companies to achieve better results in digital marketing by means of content personalization and ad optimization. The purpose of this research is to identify and analyze the role of artificial intelligence in marketing innovation, especially in developing new marketing strategies and improving the effectiveness and efficiency of marketing campaigns. This research uses a qualitative method with a case study approach technique. Data were obtained through semi-structured interviews, focus group discussions (FGDs), and direct observation of five companies that use AI in their marketing strategies. Thematic analysis was used to identify key themes from the collected data. The study shows that artificial intelligence (AI) improves customer personalization and segmentation, operational efficiency, and customer sentiment analysis. AI can also predict sales more precisely and optimize digital advertising, which helps improve overall marketing performance. The application of artificial intelligence (AI) in marketing has a major positive impact on the effectiveness and efficiency of marketing campaigns. These results can provide useful advice for marketers in utilizing artificial intelligence more effectively, as well as contribute to research on the role of artificial intelligence in marketing innovation
Strategi Pemberdayaan UMKM Melalui Inovasi Kemasan Produk Nisa Anjarsari; Verry Albert Jekson Mardame Silalahi; Rahel Sintadevi Siahaan; Amoi Sanyo Simanjuntak; Mei Wanita Simanjuntak; Korri Juita Situmorang; Eric Bryan Chrisologus Sondakh; Audrey Gamaliel Dotulong Tangkudung
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 3 No. 5: Juli 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v3i5.3767

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memainkan peran penting dalam perekonomian nasional, menjadi pilar utama di banyak negara termasuk Indonesia. UMKM berkontribusi signifikan terhadap Produk Domestik Bruto (PDB), lapangan kerja, dan kesejahteraan ekonomi. Data dari Kementerian Koperasi dan UKM menunjukkan UMKM menyumbang sekitar 60,5% dari PDB dan menyerap lebih dari 96,9% angkatan kerja di Indonesia. Untuk mencapai pertumbuhan ekonomi inklusif dan lestari, penguatan sektor UMKM sangat diperlukan. Di era globalisasi dan digitalisasi, persaingan yang ketat menuntut inovasi sebagai kunci kelangsungan UMKM. Inovasi dibutuhkan dalam produk, layanan, proses bisnis, distribusi, dan promosi. Hal ini memungkinkan UMKM tetap kompetitif, menjangkau pasar lebih luas, dan memenuhi kebutuhan konsumen yang beragam dan berubah. Inovasi produk, termasuk kemasan, berperan penting dalam kesuksesan UMKM. Kemasan tidak hanya melindungi produk, tetapi juga menjadi strategi pemasaran yang efektif. Perubahan kemasan dapat meningkatkan nilai produk, menarik minat pembeli, dan membedakan produk dari pesaing. Kemasan inovatif juga mencerminkan identitas merek dan kualitas serta ramah lingkungan. Dengan inovasi kemasan produk, UMKM dapat meningkatkan daya tahan bisnis dan bersaing di pasar.
Co-Authors Amoi Sanyo Simanjuntak Audrey Gamaliel Dotulong Tangkudung Eric Bryan Chrisologus Sondakh Korri Juita Situmorang Mei Wanita Simanjuntak Nisa Anjarsari Verry Albert Jekson Mardame Silalahi