STRATEGI PEMASARAN DIGITAL BERBASIS AI, MEDIA SOSIAL, DAN BIG DATA
Universitas Negeri Malang
DOI:
https://doi.org/10.70197/jebisma.v2i3.100Keywords:
Pemasaran Digital Berbasis AI, Media Sosial, Big DataAbstract
Penelitian ini bertujuan untuk menganalisis berbagai strategi pemasaran digital berbasis kecerdasan buatan (AI), media sosial, dan big data dalam meningkatkan keputusan pembelian melalui pendekatan Systematic Literature Review (SLR). Data diperoleh dari berbagai jurnal ilmiah yang dipublikasikan dalam rentang waktu 2018-2023 dan dikumpulkan menggunakan protokol PRISMA. Hasil penelitian menunjukkan bahwa pemanfaatan AI dalam analitik pelanggan, pemasaran berbasis media sosial, serta penerapan big data dalam strategi pemasaran merupakan faktor utama yang berkontribusi terhadap efektivitas pemasaran digital. Penelitian ini memberikan wawasan bagi pelaku bisnis dalam mengembangkan strategi pemasaran digital yang lebih inovatif dan berbasis bukti ilmiah.
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