Analisis Customer Journey Pada Implementasi Artificial Intelligence Di Industri Kosmetik

Wilendra, Wendra (2024) Analisis Customer Journey Pada Implementasi Artificial Intelligence Di Industri Kosmetik. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri kosmetik dan perawatan pribadi di Indonesia berkembang dengan cepat, menyajikan lanskap yang dinamis dan kompetitif, yang menuntut inovasi dalam strategi pemasaran perusahaan yang adaptif. Penelitian ini mengeksplorasi peran penting Artificial Intelligence (AI) dalam tahapan customer journey di industri kosmetik Indonesia, dengan fokus pada studi kasus RayCorp. Tujuan penelitian ini adalah untuk mengidentifikasi pengaruh AI dalam setiap tahapan customer journey, serta untuk memetakan peluang dan tantangan yang muncul dalam integrasi AI ke dalam strategi pemasaran korporasi. Metodologi yang digunakan adalah pendekatan kualitatif dengan analisis tematik, dengan sumber data yang mencakup studi literatur, wawancara mendalam dengan karyawan, pakar, dan pelanggan, serta dokumentasi korporasi. Hasil penelitian menunjukkan bahwa AI memiliki potensi besar dalam semua tahap customer journey. Meskipun implementasinya di RayCorp belum sepenuhnya optimal, AI telah membantu meningkatkan efektivitas strategi pemasaran dengan meningkatkan interaksi pelanggan dan alat pemasaran. Integrasi AI dalam customer journey tidak hanya meningkatkan pengalaman pelanggan, tetapi juga memberikan manfaat strategis seperti personalisasi, analisis data, dan efisiensi operasional. Namun, tantangan yang dihadapi perlu diantisipasi mencakup aspek integrasi teknologi, manajemen data, sampai perlindungan privasi pelanggan. Penelitian ini memberikan kontribusi pada literatur pemasaran dan AI serta memberikan wawasan praktis dan rekomendasi strategis bagi perusahaan dalam industri kosmetik yang sangat kompetitif. Dengan demikian, penelitian ini membantu memahami dengan lebih baik cara efektif memanfaatkan AI untuk meningkatkan strategi pemasaran dalam industri yang sangat dinamis ini.
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The cosmetics and personal care industry in Indonesia is rapidly growing, presenting a dynamic and competitive landscape that demands innovation in the adaptive marketing strategies of companies. This research explores the pivotal role of Artificial Intelligence (AI) in the various stages of the customer journey within the Indonesian cosmetics industry, with a focus on the RayCorp case study. The objective of this study is to identify the impact of AI in each stage of the customer journey and map out the opportunities and challenges that arise from integrating AI into corporate marketing strategies. The methodology employed utilizes a qualitative approach with thematic analysis, drawing data from literature reviews, in-depth interviews with employees, experts, and customers, as well as corporate documentation. The findings of the research indicate that AI holds significant potential in all phases of the customer journey. While its implementation at RayCorp may not be fully optimized, AI has contributed to enhancing the effectiveness of marketing strategies by improving customer interactions and marketing tools. The integration of AI into the customer journey not only enhances the customer experience but also provides strategic benefits such as personalization, data analysis, and operational efficiency. However, anticipated challenges in this integration encompass technological integration, data management, and customer privacy protection. This research contributes to the literature on marketing and AI, offering practical insights and strategic recommendations for companies operating in the highly competitive cosmetics industry. Thus, this study aids in gaining a better understanding of how to effectively harness AI to enhance marketing strategies within this dynamic industry.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	customer journey, industri kosmetik, artificial intelligence, strategi pemasaran, analisis tematik, penelitian kualitatif customer journey, cosmetics industry, artificial intelligence, marketing strategies, thematic analysis, qualitative research.
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences T Technology > T Technology (General) T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Wendra Wilendra
Date Deposited:	12 Feb 2024 01:30
Last Modified:	12 Feb 2024 01:30
URI:	http://repository.its.ac.id/id/eprint/106888

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