IDEAS home Printed from https://ideas.repec.org/a/rfa/smcjnl/v12y2024i4p10-16.html
   My bibliography  Save this article

The Role of AI in Enhancing Marketing Communication: Implications for Policy and Development in Indonesian Higher Education

Author

Listed:
  • Santi Isnaini
  • Afif Ikhwanul Muslimin

Abstract

This research delves into the transformative impact of Artificial Intelligence (AI) on marketing communication within the Indonesian higher education sector. By adopting advanced AI technologies like machine learning algorithms, universities aim to enhance customer engagement, understand student behavior, and personalize marketing strategies. The study combines quantitative data, showcasing the extent of AI adoption and its outcomes, with qualitative insights to highlight the effectiveness of AI in improving key marketing metrics. Post-AI integration, there were significant increases in student inquiries, application rates, and enrollment numbers, underscoring the tangible benefits of AI-driven marketing strategies. The findings emphasize the strategic shift towards data-driven decision-making and personalized engagement, positioning Indonesian universities at the forefront of innovative marketing practices. This research contributes valuable insights for academia, industry practitioners, and policymakers looking to leverage AI for strategic marketing initiatives in higher education.

Suggested Citation

  • Santi Isnaini & Afif Ikhwanul Muslimin, 2024. "The Role of AI in Enhancing Marketing Communication: Implications for Policy and Development in Indonesian Higher Education," Studies in Media and Communication, Redfame publishing, vol. 12(4), pages 10-16, December.
    • Handle: RePEc:rfa:smcjnl:v:12:y:2024:i:4:p:10-16
    as

    Download full text from publisher

    File URL: https://redfame.com/journal/index.php/smc/article/download/7013/6646
    Download Restriction: no
    File URL: https://redfame.com/journal/index.php/smc/article/view/7013
    Download Restriction: no
    ---><---

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfa:smcjnl:v:12:y:2024:i:4:p:10-16. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Redfame publishing (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.