Effectiveness of Social Media Marketing Using AI Technologies: A Case Study of Startup Companies in Indonesia

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Kevin, Kevin (2025) Effectiveness of Social Media Marketing Using AI Technologies: A Case Study of Startup Companies in Indonesia. Undergraduate thesis, Institut IPMI.

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Abstract

Indonesia, with over 17,508 islands (worldpopulationreview.com) and a population projected to reach 278.7 million in January 2024 (datareportal.com), has emerged as a digital powerhouse in Southeast Asia. As of January 2024, 66.5 percent of Indonesians, or approximately 185.3 million people, were active internet users. Furthermore, datareportal.com reported that there were 139.0 million social media users in Indonesia, representing 49.9% of the total population, making platforms like Instagram, TikTok, and YouTube essential channels for consumer engagement. This study aims to explore the effectiveness of AI-driven social media marketing strategies among startups in Indonesia. Employing a quantitative approach, the research investigates how AI tools such as chatbots, sentiment analysis, and automated content creation influence user interaction and marketing ROI. The findings are expected to offer insights into the key variables that impact SMM effectiveness and provide practical recommendations for startups seeking to optimize their digital marketing strategies through AI, thus contributing to their long-term competitiveness and sustainable growth in Indonesia's evolving digital economy. The academic/academic value of this research lies in the empirical evidence of AI application and environment in SMM practices of Indonesian startups specifically and also contributing to the further research. We provide practical recommendations for startups to use AI to optimize their marketing so as to foster sustainable business growth, and will help them grow competitively in the digital marketplace. Furthermore, this study is linked with Sustainable Development Goals (SDGs) number 8 and 9 with relation to AI as an enabler of economic development and innovation on Indonesia’s burgeoning digital economy. Key words: Social Media Marketing, Indonesian Start up, AI-driven marketing, Consumer Engagement, Innovation, Digital Media, Economic Development, Chatbots

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 17 Dec 2025 07:14
Last Modified: 17 Dec 2025 07:14
URI: http://repository.ipmi.ac.id/id/eprint/2907

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