Darma, I Nyoman Arya Surya (2025) Pemanfaatan Artificial Intelligence dalam Digital Marketing untuk Meningkatkan Social Media Engagement pada Produk Telkomsel for Tourist di PT Catalist Integra Prima Sukses Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

The utilization of Artificial Intelligence (AI) in modern society has permeated various aspects of human life, including digital marketing. However, in developing countries like Indonesia, AI adoption in digital marketing remains in its early stages due to technological, financial, and regulatory constraints. This study explores the implementation of AI-driven digital marketing strategies at PT Catalist Integra Prima Sukses, focusing on its Instagram account @balisimcard.id, which markets Telkomsel’s tourist SIM cards in Bali. Using a qualitative case study approach, data was collected through in-depth interviews with marketing staff, content analysis of Instagram posts, and secondary documentation. Findings reveal that the current engagement rate of 0.27% falls significantly below the industry benchmark of 4.26% for accounts with fewer than 5,000 followers. While AI has been employed for content creation (e.g., voice-overs, subtitles) and basic performance analysis, its potential for audience personalization and engagement optimization remains underutilized. Key challenges include high implementation costs for advancement and a lack of strategic AI integration. The study concludes that enhancing AI adoption—particularly in data-driven content personalization and automated engagement strategies—could improve social media performance, provided financial and infrastructural barriers are addressed. These insights contribute to the discourse on AI adoption in digital marketing within developing economies.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: DIgital Marketing, Artificial Intelligence, and Social Media Engagement
Subjects: Ilmu Ekonomi > Ilmu Manajemen > Manajemen
Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: I Nyoman Arya Surya Darma
Date Deposited: 28 Aug 2025 11:48
Last Modified: 28 Aug 2025 11:48
URI: https://repository.pnb.ac.id/id/eprint/17693

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