The Impact of Artificial Intelligence (AI) Technology on the Effectiveness of Digital Marketing by Student Entrepreneurs at Politeknik Balik Pulau

Nurul Dayana Binti Mohd Dazid; Haslina Binti Hassan; Mohd Kamarul Azriq Bin Yusof

doi:10.58915/aset.v5i2.3535

Authors

Nurul Dayana Binti Mohd Dazid Politeknik Balik Pulau
Haslina Binti Hassan Politeknik Balik Pulau
Mohd Kamarul Azriq Bin Yusof Sekolah Kebangsaan Genting

DOI:

https://doi.org/10.58915/aset.v5i2.3535

Keywords:

Artificial Intelligence (AI) technology, Digital marketing, Student entrepreneurs, Technology, Effectiveness

Abstract

In today’s rapidly changing digital world, new technologies like Artificial Intelligence (AI), the Internet of Things (IoT), and automation are transforming how we approach marketing. These tools are not just fancy gadgets; they are becoming essential partners that help businesses navigate the unpredictable, fast-paced landscape of modern marketing. Therefore, this study was conducted to assess the impact of AI technology use on the effectiveness of digital marketing among student entrepreneurs at Balik Pulau Polytechnic (PBU). This study focused on two main objectives: (i) to assess the level of use, challenges and support for AI and the effectiveness of AI in digital marketing, and (ii) to identify the significant influence between AI use and the challenge and support factors on the effectiveness of AI in digital marketing. A quantitative approach was used with data collection through questionnaires to 181 students who took the DFT30103 Cyberpreneurship course. Descriptive statistical analysis and Pearson correlation were conducted using SPSS software. The findings showed that AI use, challenges and support, and the effectiveness of AI in digital marketing were high. There was a very strong and significant relationship between AI use and its effectiveness (r = 0.818, p < 0.001), as well as a moderately strong relationship between challenges and support and AI effectiveness (r = 0.671, p < 0.001). In conclusion, AI technology plays an important role in the success of digital marketing by student entrepreneurs. The study recommends that more comprehensive training, technical support, and exposure programs be provided to enable students to fully leverage AI’s potential in their digital business strategies, aligning with SDG 4 Quality Education and SDG 9 Industry, Innovation and Infrastructure.

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