Studi Literatur : Faktor-Faktor Yang Mempengaruhi Minat Pemasar untuk Menggunkan AI Marketing.
DOI:
https://doi.org/10.61722/jiem.v3i11.7211Keywords:
: AI Marketing, minat pemasar, adopsi teknologi, kepercayaan, etika digitalAbstract
Artificial Intelligence (AI) menjadi teknologi strategis dalam transformasi pemasaran dan mengubah cara pemasar merancang serta mengevaluasi kampanye. Penelitian ini menganalisis 30 artikel menggunakan studi literatur dan analisis tematik untuk mengidentifikasi faktor-faktor yang memengaruhi minat pemasar dalam menggunakan AI Marketing. Hasil menunjukkan bahwa minat dipengaruhi oleh faktor teknologi, individu, organisasi, risiko–etika, dan kepercayaan. Persepsi manfaat dan kemudahan penggunaan menjadi pendorong utama, didukung kualitas sistem dan kecerdasan algoritmik. Inovasi personal, literasi digital, serta kesiapan teknologi turut meningkatkan intensi penggunaan. Dukungan manajemen, budaya digital, dan infrastruktur organisasi memperkuat kesiapan implementasi. Hambatan muncul dari risiko privasi, transparansi algoritma, dan isu etika. Kepercayaan terhadap AI menjadi faktor kunci karena penerimaan sangat bergantung pada akurasi dan keandalan sistem. Penelitian ini memperjelas determinan minat adopsi AI Marketing dan merekomendasikan studi lanjutan dengan mixed methods atau keterlibatan praktisi untuk validasi empiris.
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