RIYANI, DIAH (2025) EKPLORASI IMPLEMENTASI TEKNOLOGI ARTIFICIAL INTELLIGENCE UNTUK MENINGKATKAN STRATEGI PEMASARAN DAN MANAJEMEN RANTAI PASOK PERUSAHAAN FARMASI DI KALIMANTAN TIMUR. Doctoral thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study explores the implementation of Artificial Intelligence (AI) technology to enhance marketing strategies and supply chain management in pharmaceutical companies in East Kalimantan. The research is grounded in both global and local dynamics, where the adoption of digital technologies, including AI, has become a strategic necessity to address geographical challenges, fluctuating demand, and infrastructure limitations in distribution. The primary objective of this study is to identify stakeholders’ perspectives on the opportunities, challenges, and applicable models of AI implementation for the pharmaceutical sector in the region. A qualitative phenomenological approach was employed, utilizing in-depth interviews and Focus Group Discussions (FGDs) with various stakeholders. The analysis combined SWOT and Balanced Scorecard (BSC) frameworks to evaluate AI implementation from financial, customer, internal process, as well as learning and growth perspectives. The findings reveal that AI contributes significantly to enhancing marketing efficiency, service personalization, and the effectiveness of data-driven promotional strategies. In supply chain management, AI improves demand forecasting accuracy, accelerates distribution, and strengthens transparency through big data–driven systems. However, key challenges include high investment costs, a shortage of skilled professionals, difficulties in integrating legacy systems, and regulatory as well as data privacy issues. This research proposes an adaptive AI implementation model tailored to the local context of East Kalimantan, emphasizing stakeholder collaboration, human resource development, and sustainable digital system integration. The study contributes theoretically to the literature on technology adoption in the pharmaceutical sector while also offering practical guidance for companies to strengthen competitiveness through AI-driven digital transformation.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Uncontrolled Keywords: | Artificial Intelligence, marketing strategy, supply chain management, pharmaceutical industry, East Kalimantan. |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Doktor Ilmu Ekonomi |
| Depositing User: | Unnamed user with email zainulfarid@icloud.com |
| Date Deposited: | 30 Mar 2002 20:31 |
| Last Modified: | 30 Mar 2002 20:31 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/44594 |
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