Marketing 5.0 : Penggunaan AI Dan Big Data Dalam Manajemen Pemasaran Produk Teknologi Untuk Gen Z
DOI:
https://doi.org/10.36312/hqbfx307Keywords:
Marketing 5.0, Kecerdasan Buatan, Big Data , Generasi Z, Manajemen PemasaranAbstract
Perkembangan teknologi digital telah membawa perubahan signifikan dalam lanskap pemasaran modern, terutama dengan munculnya konsep Marketing 5.0 yang mengintegrasikan teknologi canggih seperti kecerdasan buatan (AI) dan big data. Dalam era ini, konsumen dari kalangan Generasi Z menjadi fokus utama karena karakteristik digital-native mereka yang sangat terbiasa dengan teknologi sejak usia dini. Penerapan AI dan big data memungkinkan perusahaan untuk memahami perilaku konsumen secara lebih mendalam, mempersonalisasi pesan pemasaran, serta mengoptimalkan distribusi konten melalui berbagai saluran digital. Strategi pemasaran berbasis data memberikan peluang untuk menciptakan pendekatan yang lebih responsif dan relevan terhadap preferensi serta kebiasaan konsumsi Gen Z. Di sisi lain, penggunaan AI dalam otomatisasi layanan, chatbot, dan analisis prediktif turut meningkatkan efisiensi serta kualitas interaksi pelanggan. Selain itu, analisis big data membantu dalam mendeteksi tren pasar secara real-time, yang mendukung pengambilan keputusan strategis yang lebih akurat. Marketing 5.0 menjadi tonggak penting dalam evolusi pemasaran, di mana teknologi tidak hanya menjadi alat, tetapi juga bagian integral dari proses penciptaan nilai bagi pelanggan. Integrasi ini memberikan dampak signifikan terhadap efektivitas manajemen pemasaran produk teknologi yang menyasar Gen Z, sekaligus membuka peluang inovasi yang terus berkembang.
The rapid advancement of digital technology has significantly transformed the landscape of modern marketing, especially with the emergence of Marketing 5.0, which integrates advanced technologies such as artificial intelligence (AI) and big data. In this era, Generation Z consumers become the primary focus due to their digital-native characteristics and early familiarity with technology. The implementation of AI and big data enables companies to deeply understand consumer behavior, personalize marketing messages, and optimize content distribution through multiple digital channels. Datadriven marketing strategies provide opportunities to create more responsive and relevant approaches to Gen Z's preferences and consumption habits. Moreover, the use of AI in service automation, chatbots, and predictive analysis enhances the efficiency and quality of customer interactions. In addition, big data analysis helps detect market trends in realtime, supporting more accurate strategic decision-making. Marketing 5.0 marks a pivotal point in the evolution of marketing, where technology is not only a tool but also an integral part of value creation for customers. This integration significantly impacts the effectiveness of marketing management for technology products targeting Gen Z while opening the door to continuous innovation.
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Copyright (c) 2026 Avianda Bareta Abel, Lidiya Amiroh Husniyyatun, Mauluddiah Charla Fransiska, Maya Panorama
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