CONQUERING CUSTOMER HEARTS : INTELLIGENT HYPER-PERSONALIZATION WITH ARTIFICIAL INTELLIGENCE FOR ENHANCED CUSTOMER ENGAGEMENT
Keywords:
Artificial Intelligence, Hyper-personalization, Customer Engagement, Educational Institution, Digital Marketing
Abstract
Indonesia is undergoing a rapid digital transformation, characterized by the integration of artificial intelligence (AI) across diverse sectors. AI possesses the potential to reshape consumer behavior and unlock novel opportunities for businesses, including the educational sector, to cultivate more personalized relationships with customers through hyper-personalization. This study aims to analyze the impact of Artificial Intelligence and Hyper-Personalization on customer engagement levels, with the aspiration of contributing to the development of more effective marketing strategies in the digital age. The primary focus of this research is to investigate how personalized marketing strategies, leveraging artificial intelligence, can influence customer interaction and loyalty towards offered products and services. This research employs a quantitative approach, utilizing a sample of 246 respondents possessing knowledge of digital marketing. Data were collected via an online questionnaire distributed through Google Forms and subsequently analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with WarpPLS version 8 software. The research instrument utilized a 5-point Likert scale. The findings of this study reveal that both Artificial Intelligence (AI) and Hyper-Personalization exert a positive and significant influence on Customer Engagement. Furthermore, AI demonstrates a positive and significant impact on Hyper-Personalization. Hyper-Personalization mediates the relationship between AI and Customer Engagement, although a reduction in significance was observed due to a mismatch between Hyper-Personalization and the heterogeneous content characteristics of social media platforms targeting diverse audiences. This research provides insights into how the implementation of AI in marketing can foster stronger relationships between businesses and customers. While AI can enhance customer engagement through personalization, the utilization of more generalized content, acceptable to a broad audience, proves more effective, particularly for social media content within educational institutions.
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Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing bulletin, 24(1), 1-32.
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Antarizkia, R., & Arif, M. E. (2022). The Influence Of Digital Marketing And Electronic Word Of Mouth To Purchase Intention. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 1(3), 383-392.
Bawinto, E. M., Tumbel, A. L., & Loindong, S. S. (2024). PENGARUH ARTIFICIAL INTELLIGENCE DAN E-SERVICE QUALITY TERHADAP PURCHASE INTENTION APLIKASI NETFLIX PADA GENERASI Z DI SULAWESI UTARA. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 12(03), 22-33.
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Ernantyo, Y. E., & Febry, T. (2022). Pengaruh Implementasi Digital Marketing Dan Customer Relationship Marketing Terhadap Kepuasan Konsumen Dan Minat Beli Ulang Pada Kafe Kisah Kita Ngopi. Konsumen & Konsumsi: Jurnal Manajemen, 1(2 Juni).
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Erwin, E., Suade, Y. K. M., & Alam, N. (2023, May). Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement. In International Conference of Economics, Business, and Entrepreneur (ICEBE 2022) (pp. 578-593). Atlantis Press.
Fahruri, A. (2023). Robo Advisor: Model Investasi Masa Depan Berbasis Teknologi AI. Journal of Applied in Business Management and Accounting, 2(01), 51-60.
Febryaningrum, V., Buana, A. V., Rohman, A. F., Rochmah, A. N., Soraya, A., & Suparta, I. M. (2024). Penggunaan Analisis Structural Equation Modelling (SEM) Dengan PLS Untuk Menguji Pengaruh Variabel Intervening Terhadap Hubungan Variabel Independen Dan Variabel Dependen. Jurnal Ekonomi Manajemen Dan Bisnis, 1(6), 258-266.
Gołąb-Andrzejak, E. (2022). Enhancing customer engagement in social media with AI–a higher education case study. Procedia Computer Science, 207, 3028-3037.
Guendouz, T. (2023). Artificial intelligence-powered customer experience management (moving from mass to hyper-personalization in light of relationship marketing).
Hadi, D. F., & Zakiah, K. (2021). Strategi digital marketing bagi UMKM (usaha mikro kecil menengah) untuk bersaing di era pandemi strategi digital marketing bagi UMKM (usaha mikro kecil menengah) untuk bersaing di era pandemi. Competitive, 16(1), 32-41.
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the academy of marketing science, 40, 414-433.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, Marko. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (Second Edition). SAGE Publications, Inc.
Kline, R. B. (2023). Principles and practice of structural equation modeling. Guilford publications.
Mahmudah, R. (2023). Peluang dan tantangan penggunaan artificial intelligence dalam pembelajaran biokimia. Hybrid: Jurnal Pendidikan Dan Pembelajaran Sains, 2(2), 20-29.
Maihani, S., Syalaisha, S. N., Yusrawati, Y., Nur, T. N. T., Ria, D., Kumita, K., & Zaki, S. A. (2023). Peran Kecerdasan Buatan Artificial Intelligence (Ai) Dalam Inovasi Pemasaran. Warta Dharmawangsa, 17(4), 1651-1661.
Margitarino, A. Z. R., Azizah, F. N., & Mahgaraini, P. C. (2024). ANALISIS TERHADAP PENGARUH TRENDLINES, E-WOM, DAN ENDURING INVOLVEMENT TERHADAP BRAND ENGAGEMENT SEBAGAI VARIABEL MEDIASI TERHADAP PEMBELIAN PRODUK SKINTIFIC DI SURAKARTA. Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi, 2(7), 235-253.
Misnawati, M. (2023, April). ChatGPT: Keuntungan, risiko, dan penggunaan bijak dalam era kecerdasan buatan. In Prosiding Seminar Nasional Pendidikan, Bahasa, Sastra, Seni, Dan Budaya (Vol. 2, No. 1, pp. 54-67).
Ningsih, R. N., Wahyuni, S., Zulianto, M., & Prasetyo, H. (2023). Implementation of the content marketing strategy by SMJ by Mbok Judes Banyuwangi to increase customer engagement. Soedirman Economics Education Journal, 5(1), 66-74.
Nirwana, A. (2023). Implementation of artificial intelligence in digital marketing development: A thematic review and practical exploration. Jurnal Manajemen Bisnis, Akuntansi Dan Keuangan, 2(1), 85-112.
Nurhayati, L., Widodo, A., Silvianita, A., & Rubiyanti, N. (2024). Hyper-personalization in Social Media Marketing (Conceptual Framework). International Journal of Integrative Sciences, 3(5), 439-452.
Nusrang, M., Fahmuddin, M., & Hardianti, H. (2023). Penerapan metode Structural Equation Modelling-Partial Least Squares (SEM-PLS) dalam mengevaluasi faktor-faktor yang mempengaruhi PDRB di Indonesia. Semin. Nas. Dies Natalis, 62, 543-548.
Rachmad, Y. E., Indrayani, N., Harto, B., Judijanto, L., Rukmana, A. Y., Rahmawati, N. F., ... & Saktisyahputra, S. (2024). Digital Technology Management: Mengelola Daya Saing melalui Teknologi Digital. PT. Sonpedia Publishing Indonesia.
Rahma, S. J. A. (2024). Enhancing Online Purchase Intention Through Artificial Intelligence: Transformation to Digital Customer Experience. In Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities-Economics, Business and Management Track (ICOBEST-EBM 2024) (p. 120). Springer Nature.
Rane, N., Choudhary, S., & Rane, J. (2023). Hyper-personalization for enhancing customer loyalty and satisfaction in Customer Relationship Management (CRM) systems. Available at SSRN 4641044.
Rantung, V. P., & ST, M. (2023). Teknik-Teknik Pemrosesan Bahasa Alami (NLP). Lakeisha.
Rochmawati, D. R., Hatimatunnisani, H., & Veranita, M. (2023). Mengembangkan Strategi Bisnis di Era Transformasi Digital.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of market research (pp. 587-632). Cham: Springer International Publishing.
Setiawan, M. R., & Purwanto, E. (2024). Penerapan digital marketing pada sosial media terhadap strategi komunikasi pemasaran produk jasa pada Supoyo Consultant. EQUILIBRIUM: Jurnal Ilmiah Ekonomi Dan Pembelajarannya, 12(1), 1-16.
Singh, B., & Kaunert, C. (2024). Future of Digital Marketing: Hyper-Personalized Customer Dynamic Experience with AI-Based Predictive Models. In Revolutionizing the AI-Digital Landscape (pp. 189-203). Productivity Press.
Sipayung, S. M. N., Ramadhany, S., Abdy, S., Fitriani, P., Afifudin, A., Alasi, T. S., & Dwita, M. (2022, December). Implementasi Dan Pengembangan E-Bisnis Era Revolusi Industri 4.0. In Prosiding Seminar Nasional Sains dan Teknologi Terapan.
Stockdale, R., Ahmed, A., & Scheepers, H. (2012). Identifying business value from the use of social media: an SME perspective.
Sholihin, M., & Ratmono, D. (2021). Analisis SEM-PLS dengan WarpPLS 7.0 untuk hubungan nonlinier dalam penelitian sosial dan bisnis. Penerbit Andi.
Taufik, I., & Kurniawan, A. A. (2023). The role of artificial intelligence in digital marketing innovation. In Prosiding Seminar Nasional Ilmu Manajemen, Ekonomi, Keuangan dan Bisnis (Vol. 2, No. 1, pp. 29-40).
Waqfin, M. S. I., Wulandari, S. R., Tifliya, F. M., Indrayani, S., Wahyudi, W., & Roziqin, M. K. (2021). Penerapan Digital Marketing Sebagai Upaya Peningkatan Penjualan pada UMKM di Desa Kepuhdoko Jombang. Jumat Ekonomi: Jurnal Pengabdian Masyarakat, 2(3), 155-159.
Wibowo, A. (2024). Riset Kelanggengan Bisnis dalam Ekosistem Digital:(Business Sustainability Research in Digital Ecosystems). Penerbit Yayasan Prima Agus Teknik, 1-266.
Widiyanto, D. S. (2024). PENINGKATAN CUSTOMER LOYALTY BERBASIS CUSTOMER EXPERIENCE DAN BRAND IMAGE DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Konsumen Produk 3Second di Kota Semarang) (Doctoral dissertation, Universitas Islam Sultan Agung Semarang).
Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing bulletin, 24(1), 1-32.
Yandra, R., Mahfudnurnajamuddin, M., & Suriyanti, S. (2024). Implementasi Teknologi dalam Manajemen Pemasaran Pendidikan: Tantangan dan Peluang. Journal of Education Research, 5(2), 2008-2024.
Published
2025-04-30
How to Cite
Tjioe, G., Wijaya, B. M., Evarianto, J. F., Darmawan, V. A., & Erwin, E. (2025). CONQUERING CUSTOMER HEARTS : INTELLIGENT HYPER-PERSONALIZATION WITH ARTIFICIAL INTELLIGENCE FOR ENHANCED CUSTOMER ENGAGEMENT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 3336-3356. https://doi.org/10.31955/mea.v9i1.5589
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Articles
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