MODEL PEMASARAN PADA INDUSTRI KREATIF MELALUI OPTIMALISASI KECERDASAN BUATAN (STUDI PADA AGENSI KREATIF PAMEO YOGYAKARTA)

Muhamad Akmal Al Fazar, NIM.: 20107030113 (2024) MODEL PEMASARAN PADA INDUSTRI KREATIF MELALUI OPTIMALISASI KECERDASAN BUATAN (STUDI PADA AGENSI KREATIF PAMEO YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research aims to explore the application of the AISAS (Attention, Interest, Search, Action, Share) marketing model in the creative industry through the optimization of artificial intelligence, with a case study at Pameo Creative Agency Yogyakarta. The background of this research is rooted in the rapid development of artificial intelligence technology that offers efficiency and innovation in the creative world, while presenting challenges in maintaining human creativity amid automation. This research uses a qualitative approach with phenomenological method, involving in-depth interviews, observation, and documentation. Key informants consisted of leaders, creative coordinators, and Senior, and Strategy and Consumer Specialists of Pameo Agency. This research evaluates how the integration of artificial intelligence can strengthen the AISAS model in the context of marketing strategy. The results showed that the optimization of artificial intelligence at the stages of AISAS successfully improved the efficiency and effectiveness of marketing campaigns. In addition, Artificial Intelligence technology helps automate creative processes such as graphic design and content personalization, which has a positive impact on the agency's operational efficiency. However, the study also noted challenges in the application of Artificial Intelligence, especially in relation to ethical aspects and copyright protection. The findings provide practical insights for other creative agencies to strategically utilize artificial intelligence, while maintaining human authenticity and creativity.

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