2026-04-14T03:42:22Zhttps://recercat.cat/oai/request

oai:recercat.cat:20.500.12328/47442025-05-20T00:01:22Zcom_2072_67741col_2072_484352

00925njm 22002777a 4500 dc Hendrayati, Heny author Achyarsyah, Mochamad author Marimon, Frederic author Hartono, Ulil author Putit, Lennora author 2024 This study aims to thoroughly investigate how Artificial Intelligence (AI) is strategically integrated into digital marketing practices and its consequential effects on Indonesia’s fiercely competitive business environment. Employing a quantitative research approach, this study meticulously examines Indonesian enterprises’ prevailing strategies for AI utilization. The research method employed in this study is quantitative, with the unit of analysis being Indonesian companies. The sample size comprises 100 companies selected through the stratified random sampling technique. Analysis of the data is conducted using the SPSS statistical package. Through detailed analysis of survey data and advanced statistical techniques, the research reveals a significant positive correlation between the integration of AI in digital marketing and improved marketing effectiveness. The study highlights a noticeable increase in customer engagement metrics and noteworthy enhancements in conversion rates among businesses proficient in leveraging AI technologies, further reinforcing this correlation. Additionally, the findings suggest that companies embracing AI demonstrate significantly heightened adaptability to the constantly evolving market dynamics, strengthening their competitive positioning. These insightful discoveries underscore the critical importance of harnessing AI’s transformative capabilities within digital marketing strategies to sustain and bolster a competitive edge in the marketplace. Furthermore, the study discusses its contributions to existing knowledge and provides practical implications for marketers and business policymakers in Indonesia. Hendrayati, Heny; Achyarsyah, Mochamad; Marimon, Frederic [et al.]. The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape. Emerging Science Journal, 2024, 8(6), p. 2343-2359. Disponible en: <https://www.ijournalse.org/index.php/ESJ/article/view/2463>. Fecha de acceso: 10 feb. 2025. DOI: 10.28991/ESJ-2024-08-06-012 2610-9182 http://hdl.handle.net/20.500.12328/4744 https://dx.doi.org/10.28991/ESJ-2024-08-06-012 Intel·ligència Artificial (IA) Màrqueting digital Competitivitat empresarial Dinàmica de mercat Estratègies de màrqueting Inteligencia artificial (IA) Marketing digital Competitividad empresarial Dinámica del mercado Estrategias de marketing Artificial Intelligence (AI) Digital Marketing Business Competitiveness Market Dynamics Marketing Strategies The Impact of Artificial Intelligence on Digital Marketing: Leveraging Potential in a Competitive Business Landscape