TINJAUAN SISTEMATIS: IMPLIKASI BIG DATA DAN TEKNOLOGI DIGITAL DALAM STRATEGI PEMASARAN DAN KOMUNIKASI

Apriliana Apriliana; Syamsuddin Aziz; Muh. Akbar

doi:10.52423/jikuho.v10i4.1872

Authors

Apriliana Apriliana Universitas Hasanuddin
Syamsuddin Aziz Universitas Hasanuddin
Muh. Akbar Universitas Hasanuddin

DOI:

https://doi.org/10.52423/jikuho.v10i4.1872

Keywords:

Big data, Interaksi Pelanggan, Kecerdasan Buatan, Pemasaran Digital, Strategi Pemasaran

Abstract

Perkembangan big data dan teknologi digital telah mengubah secara mendasar cara perusahaan dalam merancang dan menjalankan strategi pemasaran. Penelitian ini bertujuan untuk menganalisis penerapan big data dan teknologi digital dalam strategi pemasaran, melihat dampaknya terhadap komunikasi merek dan hubungan dengan pelanggan, serta mengidentifikasi tantangan dan peluang yang muncul di berbagai industri. Metode yang digunakan adalah Systematic Literature Review (SLR) berdasarkan 50 artikel terpilih dari ScienceDirect dan Google Scholar yang diterbitkan antara tahun 2020-2024. Hasil analisis menunjukkan bahwa teknologi yang paling banyak dibahas adalah Kecerdasan Buatan (AI) dengan porsi 40%, diikuti oleh Internet of Things (IoT) sebesar 30%, dan analitik prediktif sebesar 20%. Secara keseluruhan, teknologi-teknologi ini terbukti membantu perusahaan dalam meningkatkan ketepatan segmentasi pasar, memberikan layanan yang lebih personal, serta meningkatkan efisiensi operasional. Meski demikian, tantangan seperti data yang terpecah-pecah, keterbatasan sumber daya manusia, dan aturan privasi yang ketat masih menjadi kendala. Temuan ini tidak hanya memberikan kontribusi akademis bagi pengembangan model pemasaran digital, tetapi juga menjadi panduan praktis bagi pelaku bisnis untuk mengoptimalkan pemanfaatan teknologi di era digital.

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