THE EFFECT OF USING ARTIFICIAL INTELLIGENCE ON EMAIL BLAST PERSONALIZATION ON MARKETING EFFECTIVENESS AT PT. MAKASSAR MEGAPRIMA
This study aims to analyze the effect of using AI on email blast personalization, analyze the effect of AI on marketing effectiveness at PT Makassar Megaprima, and analyze the effect of email personalization on marketing effectiveness at PT Makassar Megaprima. This research uses a quantitative approach with the population and samples are customers of PT Makassar Megaprima who are registered in the company's email database. Data analysis using multiple linear regression analysis. The results found that the use of AI has a positive and significant effect on email blast personalization. Every customer of PT Makassar Megaprima personalizes their email to use AI in their marketing activities. The use of AI has a positive and significant effect on marketing effectiveness. Companies to streamline marketing activities must use AI that is able to process and analyze large amounts of data quickly and accurately. Personalization of email blasts has a positive and significant effect on marketing effectiveness at PT Makassar Megaprima. Personalized email blasts are an important marketing strategy for companies because they can increase open and click rates, increase engagement, and increase customer loyalty.
Artificial Intelligence (AI), Email Blast Personalization and Marketing Effectiveness.