POTENTIAL STRATEGY FOR INTEGRATING ARTIFICIAL INTELLIGENCE: A CASE STUDY OF PT. MUSICA STUDIOS INDONESIA

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Rafie Haryono, Rayhan (2024) POTENTIAL STRATEGY FOR INTEGRATING ARTIFICIAL INTELLIGENCE: A CASE STUDY OF PT. MUSICA STUDIOS INDONESIA. Undergraduate thesis, Institut IPMI.

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Abstract

The music industry is highly competitive especially in Indonesia, there are multiple companies that diminish the companies that have niche artists; thus this study aims to examine how to integrate Artificial Intelligence into the business model in the music industry, with a particular focus on PT. Musica Studios Indonesia. In order to evaluate the internal and external elements influencing PT. Musica Studios' strategy, this study used a qualitative research approach and employed interviews in addition to analytical methods like SWOT. According to the findings, artificial intelligence will help the company be more competitive in the industry. Qualitative analysis will be used to support this study, using Insight7 as the data analyzer tool from the interview results. Among the important conclusions is the determination of the strategic priorities for improving sales and marketing. Furthermore, this study highlights artificial intelligence's critical significance in the near future and the strategic significance of social media platforms. Key words: Music Industry, Strategic planning, Digital Era, Artificial Intelligence.

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 08:15
Last Modified: 17 Dec 2025 08:15
URI: http://repository.ipmi.ac.id/id/eprint/2914

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