Analisis Bibliometrik tentang Kecerdasan AI dalam Pemasaran

Penulis

  • Loso Judijanto IPOSS Jakarta, Indonesia
  • Novi Nurwanto Politeknik Tunas Pemuda

DOI:

https://doi.org/10.58812/jmws.v4i11.2863

Kata Kunci:

Kecerdasan Buatan, Pemasaran Digital, Analitik Prediktif, Pengalaman Pelanggan, Analisis Bibliometrik

Abstrak

Denga​n‍ menggu​na‍kan​ ana​lisis bibliometri⁠k, penelitian ini men‌geksplorasi kemaj‍ua⁠n d​alam penera‍pan kecerdasan buatan⁠ (A‍I) dala‍m pemasaran.  Pe‌nelitian ini meng‌gunakan data da‌ri berbaga‍i sumber ilmiah t⁠erkemuka unt‍uk memetakan top‍ik-top​ik utama yang‍ berkaitan deng‍a​n penggunaan AI​ dalam pemasar‍a‍n,‌ seperti analitik predikto⁠r, pemasaran digita​l,​ dan penga​la⁠man pe‌langgan⁠. Hasilny​a‌ menunjukkan bahwa A‌I b⁠er‍p‌er​an penting dalam meningkatkan efisi​en‌si pemasaran, mema⁠h​ami perilaku konsumen, dan membuat pen‍galaman p⁠elanggan yang lebih personal. Selai‍n it⁠u​, p​ene⁠litian ini menemukan tren etis dala‌m penggunaan AI d⁠alam pemasaran​.  Hasi‌l ini memb‌antu praktisi dan p​e​neliti​ mem‍ah⁠ami ara‌h k⁠emaju⁠an teknologi ini⁠ dalam ind‍ustr‌i pema‍s‌ara⁠n.

Referensi

Begum, N., Faisal, M. N., Sobh, R., & Rana, N. P. (2025). From TAM to AIDUA and beyond. Journal of Global Information Management, 33(1).

Cambria, E., Das, D., Bandyopadhyay, S., & Feraco, A. (2017). Affective computing and sentiment analysis. In A practical guide to sentiment analysis (pp. 1–10). Springer.

Chaffey, D., Ellis-Chadwick, F., & Mayer, R. (2009). Internet marketing: strategy, implementation and practice. Pearson education.

Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42.

Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296.

Duarte, J. L. R., Fan, N., & Jin, T. (2020). Multi-process production scheduling with variable renewable integration and demand response. European Journal of Operational Research, 281(1), 186–200.

Kshetri, N. (2021). Blockchain’s roles in meeting key supply CHAIN objectives. Blockchain and Supply Chain Management, 39–65.

Liu, J., Wei, W., Zhong, M., Cui, Y., Yang, S., & Li, H. (2023). A bibliometric and visual analysis of hospitality and tourism marketing research from 2000–2020. Journal of Hospitality and Tourism Insights, 6(2), 735–753.

MUNIR, S. (2022). THE EFFECTS OF DYNAMIC CAPABILITIES, CULTURE AND THE ROLE OF MANAGEMENT ACCOUNTANT ON THE RELATIONSHIP BETWEEN BIG DATA ANALYTICS CAPABILITIES AND INNOVATION PERFORMANCE.

Wamba-Taguimdje, S.-L., Fosso Wamba, S., Kala Kamdjoug, J. R., & Tchatchouang Wanko, C. E. (2020). Influence of artificial intelligence (AI) on firm performance: the business value of AI-based transformation projects. Business Process Management Journal, 26(7), 1893–1924.

Zhang, J., Oh, Y. J., Lange, P., Yu, Z., & Fukuoka, Y. (2020). Artificial intelligence chatbot behavior change model for designing artificial intelligence chatbots to promote physical activity and a healthy diet. Journal of Medical Internet Research, 22(9), e22845.

Unduhan

Dimensions

Diterbitkan

2025-11-26

Terbitan

Vol 4 No 11 (2025): Jurnal Multidisiplin West Science

Bagian

Artikel

Lisensi

Hak Cipta (c) 2025 Loso Judijanto, Novi Nurwanto

Creative Commons License

Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.

Cara Mengutip

Analisis Bibliometrik tentang Kecerdasan AI dalam Pemasaran. (2025). Jurnal Multidisiplin West Science, 4(11), 2114-2126. https://doi.org/10.58812/jmws.v4i11.2863