Artificial Intelligence Utilization in Digital Marketing Processes of Indonesian Vocational Training Institutions An Integrated TOE and Delphi Approach
DOI:
https://doi.org/10.51278/bce.v6i3.2797Keywords:
Artificial Intelligence, Digital Marketing, Vocational Training Institution, TOE Framework, Mixed Method.Abstract
This study examines the utilization of Artificial Intelligence (AI) in digital marketing processes among Vocational Training Institutions (Lembaga Pelatihan Kerja/LPK) in Indonesia, a non-formal education sector characterized by limited human resources, infrastructure, and policy support. Using a sequential explanatory mixed-methods design, quantitative data from 96 LPKs were analyzed through Structural Equation Modeling Partial Least Squares (SEM-PLS) based on the Technology-Organization-Environment (TOE) framework, followed by a three-round Delphi method involving four experts representing the AI, digital marketing, LPK management, and government sectors. The results show that environmental factors, namely policy support, funding, and collaboration, significantly influence both AI utilization and digital marketing effectiveness, whereas technological and organizational factors show no significant direct effect. AI utilization itself positively and significantly affects digital marketing effectiveness and fully mediates the relationship between environmental factors and marketing outcomes. The Delphi panel affirmed that government policy, funding, and human resource digital literacy are the most critical enablers for AI-driven transformation. These findings indicate that successful AI adoption in LPKs depends more on external environmental support than on internal technological or organizational readiness, offering practical implications for policymakers, LPK managers, and technology providers seeking to accelerate AI adoption and strengthen vocational training effectiveness in Indonesia
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