Model Digital Marketing Berbasis AI dan Big Data Analytics untuk Customer Engagement
DOI:
https://doi.org/10.33998/jumanage.2026.5.2.2942Abstract
Digital marketing telah mengubah cara perusahaan membangun hubungan dengan pelanggan melalui data, konten, interaksi, dan pengalaman digital. Artificial Intelligence dan Big Data Analytics menjadi pendukung penting dalam memperkuat kapabilitas digital marketing, khususnya dalam pengolahan data pelanggan, prediksi perilaku, personalisasi, optimalisasi kampanye, dan interaksi secara real-time. Penelitian ini bertujuan untuk mengembangkan model konseptual digital marketing berbasis Artificial Intelligence dan Big Data Analytics dalam meningkatkan customer engagement. Penelitian ini menggunakan pendekatan kualitatif konseptual melalui kajian literatur dengan mensintesis penelitian terdahulu mengenai digital marketing, Artificial Intelligence, Big Data Analytics, personalisasi, customer experience, dan customer engagement. Hasil penelitian menghasilkan model konseptual yang menjelaskan bahwa Artificial Intelligence dan Big Data Analytics memperkuat kapabilitas digital marketing berbasis data, yang kemudian mendorong personalisasi digital marketing dan customer experience. Customer experience yang positif diposisikan sebagai faktor yang meningkatkan customer engagement pada dimensi kognitif, emosional, dan perilaku. Penelitian ini berkontribusi pada literatur digital marketing dengan mengintegrasikan kapabilitas pemasaran berbasis teknologi, personalisasi, dan customer experience ke dalam model konseptual yang berorientasi pada customer engagement.
Kata kunci : artificial intelligence; big data analytics; customer engagement; digital marketing
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References
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