HOW AI-ANALYTICS DRIVEN MARKETING BOOSTS ART-BASED CONTENT CREATORS' PERFORMANCE
Keywords:
AI-Analytics Adoption; Content Personalization; Engagement Optimization; Marketing Performance; Art-Based Content Creators
Abstract
The rapid growth of TikTok and Instagram as primary platforms for art marketing requires art-based content creators to adopt more data-driven and systematic marketing decision-making processes. However, limited resources, time constraints, and constantly evolving platform algorithms often reduce the effectiveness of intuition-based strategies. This study aims to examine the effects of AI-Analytics Adoption, Content Personalization, and Engagement Optimization on the Marketing Performance of art-based content creators. A quantitative cross-sectional research design was applied using a survey method involving 127 Indonesian art-based content creators who have utilized AI-based analytics tools. Data were analyzed using simple and multiple linear regression with JASP software. The findings reveal that all variables have a positive and significant effect on Marketing Performance. In the simultaneous model, AI-Analytics Adoption emerges as the strongest predictor, followed by Content Personalization and Engagement Optimization. Nevertheless, Content Personalization remains highly influential in enhancing engagement, reach, and commission conversion. These results highlight the importance of AI-driven analytics in supporting data-based marketing decisions for creators with limited resources. This study contributes to the literature by extending AI-based marketing strategies into the context of individual creators within the creative economy.
References
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Zhao, Z., An, Q., & Liu, J. (2025). Exploring AI tool adoption in higher education. Frontiers in Psychology, 16.
Zulkarnaen, W., & Amin, N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 2(1), 106-128. https://doi.org/10.31955/mea.v2i1.52.
Ameen, N., Tarhini, A., Reppel, A., & Anand, A. (2021). Customer experiences in the age of artificial intelligence. Computers in Human Behavior, 114, 106548.
Bishop, S. (2020). Algorithmic experts: Selling algorithmic lore on YouTube. Social Media & Society, 6(1).
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2018). Creating effective online customer experiences. Journal of Marketing, 83(2), 98–119.
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Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
Fang, L., Z. Yuan, K. Zhang, D. Donati, and M. Sarvary. 2025. Generative AI and firm productivity: Field experiments in online retail. SSRN.
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Grewal, D., & Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of Retailing, 96(1), 3–8.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Haleem, A., Javaid, M., Qadri, M. A., & Suman, R. (2022). Understanding the role of digital technologies in education: A review. Sustainable Operations and Computers, 3, 275–285.
Haqiqi, B. N. (2025). Disrupsi Artificial Intelligence terhadap pekerja kreatif digital: Analisis opini publik dan tren pasar kerja menggunakan big data. Prosiding Seminar Nasional Official Statistics, 2025(1).
Huang, M. H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2), 155–172.
Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50.
ISEI (Ikatan Sarjana Ekonomi Indonesia). (2025). Digital Natives, Creative Nation: The Role of Millennials, Gen Z, and Alpha as New Engines of Indonesia's Creative Economy. Warta ISEI, (5).
Jarek, K., & Mazurek, G. (2019). Marketing and artificial intelligence. Central European Business Review, 8(2), 46–55.
Kalaignanam, K., Kushwaha, T., & Rajavi, K. (2018). How Does Web Personalization Create Value for Online Retailers? Lower Cash Flow Volatility or Enhanced Cash Flows. Journal of Retailing, 94(3), 265–279.
Kaye, D. B. V., Chen, X., & Zeng, J. (2020). The co-evolution of two Chinese mobile short video apps: Parallel platformization of Douyin and TikTok. Mobile Media & Communication, 9(2), 229–253.
Kemenekraf. (2025). Menekraf: Sektor ekraf sumbang Rp1.500 triliun kepada PDB nasional. Available at: https://www.antaranews.com/berita/5206309/menekraf-sektor-ekraf-sumbang-rp1500-triliun-kepada-pdb-nasional
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived social media marketing activities and consumer-based brand equity. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72.
Kompas.com. 2025. Segini jumlah pengguna media sosial di Indonesia saat ini. Available at: https://tekno.kompas.com/read/2025/11/29/19000027/segini-jumlah-pengguna-media-sosial-di-indonesia-saat-ini
Kompas.id. (2025). Indonesia jadi negara dengan dampak komersial kreator terbesar di Asia Pasifik, diprediksi tembus 376 miliar dollar AS. Available at: https://www.kompas.id/artikel/indonesia-jadi-negara-dengan-dampak-komersial-kreator-terbesar-di-asia-pasifik-diprediksi-tembus-376-miliar-dollar-as
Khatri, P., Duggal, H. K., Thomas, A., Corvello, V., Prałat, E., & Shiva, A. (2026). Development and validation of the generative artificial intelligence appropriation (GAIA) scale. Technovation, 150, 103379.
Kim, M. K., Han, S.-L., & Young Jhee, S. (2025). The impact of ChatGPT’s quality factors on perceived usefulness, perceived enjoyment, and continuous usage intention using the IS success model. Asia Marketing Journal, 26.
Labib, E. (2024). Artificial intelligence in marketing: Exploring current and future trends. Cogent Business & Management, 11(1), 2348728.
Liang, X., & Gao, Y. (2020). Marketing performance measurement systems and firm performance. European Journal of Marketing, 54(4), 885–907.
Liang, Y., J. Li, J. Aroles, and E. Granter. 2025. Content creation within the algorithmic environment: A systematic review. Work, Employment and Society 39 (4), 787–813.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70.
Lim, W. M., Rasul, T., Kumar, S., & Ala, M. (2022). Past, present, and future of customer engagement. Journal of Business Research, 140, 439–458.
Mohd Amin, M. R., Asbi, A., Sivakumaran, V. M., Kim, J., & Septiarini, E. (2025). Artificial intelligence adoption in marketing strategies. Social Sciences & Humanities Open, 12, 102048.
Osman, Z. (2025). Attitude as a catalyst in AI adoption. International Journal of Academic Research in Accounting, Finance and Management Sciences, 15(1).
Peterson, R. A. (1994). A meta-analysis of Cronbach’s coefficient alpha. Journal of Consumer Research, 21(2), 381–391.
Petrauskaitė, I. (2025). Measuring marketing performance and effectiveness. Journal of Marketing and Consumer Research, 95(0), 10–16.
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research. Journal of Applied Psychology, 88(5), 879–903.
Podsakoff, P. M., Podsakoff, N. P., Williams, L. J., Huang, C., & Yang, J. (2024). Common method bias: It’s bad, it’s complex, it’s widespread, and it’s not easy to fix. Annual Review of Organizational Psychology and Organizational Behavior, 11, 17–61.
Republika. (2025). Sektor ekonomi kreatif serap 27,4 juta pekerja pada 2025. Available at: https://ekonomi.republika.co.id/berita/s6wszq384/sektor-ekonomi-kreatif-serap-274-juta-pekerja-pada-2025
Ribeiro, A., Rivero, A. J. L., & Abrantes, J. L. (2025). The impact of artificial intelligence on consumer behavior towards brands. Electronic Commerce Research, 1–42.
Seneadza, J. S., Z. Arku, D. K. Kumi, S. L. Boateng, and R. Boateng. 2025. AI and content creation research: A snapshot of what we know and what we don’t know. AI and the Creative Economy: Transforming Content Creation and Influencer Entrepreneurship, 36–62.
Stanikzai, M. E. and E. Mittal. 2025. Leveraging AI-generated and human-generated content for maximized user engagement in contentpreneurs’ innovation and creativity. Journal of Innovation and Entrepreneurship 14 (1), 91.
SWA. (2025). Dampak komersil konten kreator di Indonesia bakal tembus Rp6.000 triliun di 2030. Available at: https://swa.co.id/read/466341/dampak-komersil-konten-kreator-di-indonesia-bakal-tembus-rp6000-triliun-di-2030
Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with Instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58, 102303.
Tribunnews. (2025). Kontribusi kreator Indonesia terhadap ekonomi digital diprediksi 376 miliar dolar AS. https://www.tribunnews.com/bisnis/7753844/kontribusi-kreator-indonesia-terhadap-ekonomi-digital-diprediksi-376-miliar-dolar-as
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection. Journal of Business Research, 122, 889–901.
We Are Social. (2025). Digital 2025: The essential guide to the global state of digital. Available at: https://wearesocial.com/id/blog/2025/02/digital-2025-the-essential-guide-to-the-global-state-of-digital/
Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty. Benchmarking: An International Journal, 25(9), 3882–3905.
Zhao, Z., An, Q., & Liu, J. (2025). Exploring AI tool adoption in higher education. Frontiers in Psychology, 16.
Zulkarnaen, W., & Amin, N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 2(1), 106-128. https://doi.org/10.31955/mea.v2i1.52.
Published
2026-07-16
How to Cite
Livia, P., & Immanuel, D. M. (2026). HOW AI-ANALYTICS DRIVEN MARKETING BOOSTS ART-BASED CONTENT CREATORS’ PERFORMANCE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(2), 1060-1087. https://doi.org/10.31955/mea.v10i2.7569
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Articles
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