Keberlangsungan Profesi Sales Dan Marketing Di Era AI Dalam Konteks Human-machine Collaboration

Ahmad, Ali (2026) Keberlangsungan Profesi Sales Dan Marketing Di Era AI Dalam Konteks Human-machine Collaboration. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan Artificial Intelligence (AI) telah mendorong transformasi signifikan dalam proses bisnis perusahaan business-to-business (B2B), khususnya pada fungsi sales dan marketing. Transformasi ini memunculkan perdebatan mengenai keberlangsungan profesi sales dan marketing di tengah meningkatnya otomatisasi berbasis teknologi. Penelitian ini bertujuan untuk menganalisis keberlangsungan profesi sales dan marketing di era AI dengan menempatkan kolaborasi manusia dan mesin (Human–Machine Collaboration) sebagai kerangka utama analisis. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada dua kelompok responden, yaitu profesional sales dan marketing serta pelanggan B2B. Kerangka konseptual penelitian mengintegrasikan Theory of Planned Behavior untuk menjelaskan sikap dan kesiapan individu terhadap AI, serta perspektif Human–Machine Collaboration untuk memahami peran AI sebagai alat pendukung dalam aktivitas kerja. Analisis data dilakukan melalui statistik deskriptif, analisis faktor, regresi logistik biner, dan uji beda persepsi menggunakan uji Chi-Square. Hasil penelitian menunjukkan bahwa persepsi keberlangsungan profesi sales dan marketing pada profesional dipengaruhi oleh faktor usia, jenis kelamin, tingkat pendidikan, lama bekerja, serta intensitas penggunaan AI. Sementara itu, persepsi pelanggan B2B dipengaruhi oleh usia, tingkat pendidikan, dan intensitas penggunaan AI. Temuan ini mengindikasikan bahwa persepsi internal karyawan bersifat lebih kompleks dibandingkan persepsi eksternal pelanggan. Selain itu, AI secara umum dipersepsikan lebih sebagai dukungan dibandingkan ancaman terhadap profesi, Penelitian ini menyimpulkan bahwa keberlangsungan profesi sales dan marketing di era AI juga ditentukan oleh kesiapan sumber daya manusia untuk beradaptasi dan berkolaborasi dengan sistem cerdas. Oleh karena itu, implikasi manajerial penelitian ini menekankan pentingnya strategi pengelolaan sumber daya manusia yang berorientasi pada reskilling, upskilling, dan penguatan peran konsultatif berbasis Human–Machine Collaboration dalam konteks perusahaan B2B.
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The rapid advancement of Artificial Intelligence (AI) has significantly transformed business processes in business-to-business (B2B) environments, particularly within sales and marketing functions. This transformation has intensified debates regarding the sustainability of sales and marketing professions amid increasing automation. This study aims to examine the sustainability of sales and marketing professions in the AI era by positioning Human–Machine Collaboration as the central analytical framework. This research adopts a quantitative approach, with data collected through questionnaires administered to two groups of respondents: sales and marketing professionals and B2B customers. The conceptual framework integrates the Theory of Planned Behavior to explain individual attitudes and readiness toward AI, alongside the Human–Machine Collaboration perspective to understand AI’s role as a supportive tool in professional activities. Data analysis was conducted using descriptive statistics, factor analysis, binary logistic regression, and perception difference testing using the Chi-Square method. The results indicate that perceptions of professional sustainability among sales and marketing professionals are influenced by age, gender, education level, length of work experience, and intensity of AI usage. In contrast, B2B customers’ perceptions are influenced only by age, education level, and intensity of AI usage. These findings suggest that internal employee perceptions are more complex than external customer perceptions. Furthermore, AI is generally perceived more as a supportive instrument rather than a threat. This study concludes that the sustainability of sales and marketing professions in the AI era is determined by the readiness of human resources to adapt and collaborate with intelligent systems. Accordingly, the managerial implications emphasize the importance of human resource management strategies focused on reskilling, upskilling, and strengthening consultative roles based on Human–Machine Collaboration within B2B organizations.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Artificial intelligence, B2B, Human–Machine Collaboration, Theory of planned behavior
Subjects:	Q Science > QA Mathematics > QA336 Artificial Intelligence
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Ali Ahmad
Date Deposited:	28 Jan 2026 03:40
Last Modified:	28 Jan 2026 03:40
URI:	http://repository.its.ac.id/id/eprint/130618

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