Publisher

UNDIPUNDIP

Journal Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science)Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Abstract

In this digital age, AI and personalized advertising have revolutionized the way businesses reach consumers. The world of e-commerce is undergoing rapid transformation. For this reason, this study examines the influence of artificial intelligence (AI) and personalized advertising on consumer purchasing behavior through quantitative explanatory methods. The quantitative method is explanatory; researchers used probability sampling with a simple random sampling technique to acquire representative sample data. The sample data that is feasible to test is collected from 399 respondents, where data was collected from Shopee Generation Z e-commerce consumers among students in Greater Bandung. SPSS version 26 software is used to process multiple regression model data. Obtained research results that revealed a description of each artificial intelligence (AI) variable (X1), personalized advertising (X2), and consumer buying behavior (Y). In addition, the results of the correlation relationship between the three variables were obtained. Variable artificial intelligence (AI) and personalized advertising have a two-way effect. Then, variables of personalized advertising and consumer buying behavior, as well as artificial intelligence (AI) variables and consumer buying behavior. It is also known that there is a simultaneous influence of independent variables, namely the variables of artificial intelligence (AI) and personalized advertising, on consumer buying behavior.

Conclusion

Penelitian ini menyimpulkan bahwa mahasiswa Gen Z di Bandung Raya menunjukkan perilaku pembelian konsumen yang tinggi di e-commerce, dengan kecenderungan membandingkan produk sebelum membeli.Kombinasi AI dan personalisasi iklan menciptakan pengalaman belanja yang disesuaikan dengan kebutuhan dan preferensi Gen Z.Oleh karena itu, penting untuk mengembangkan kebijakan yang terarah terkait keamanan data dan privasi konsumen, memaksimalkan kualitas AI dalam e-commerce, dan melakukan penelitian lebih lanjut mengenai pola belanja Gen Z.

Future Research

Penelitian lanjutan dapat dilakukan dengan mengeksplorasi lebih dalam mengenai dampak personalisasi iklan berbasis AI terhadap kepercayaan konsumen dan kesediaan mereka untuk berbagi data pribadi. Selain itu, penting untuk meneliti bagaimana efektivitas personalisasi iklan bervariasi di berbagai platform e-commerce dan kategori produk. Terakhir, penelitian dapat difokuskan pada pengembangan model prediktif perilaku pembelian Gen Z yang lebih akurat, dengan mempertimbangkan faktor-faktor seperti preferensi merek, pengaruh sosial, dan tren gaya hidup. Penelitian-penelitian ini akan memberikan wawasan berharga bagi perusahaan e-commerce dalam merancang strategi pemasaran yang lebih efektif dan membangun hubungan jangka panjang dengan konsumen Gen Z, serta membantu pemerintah dalam merumuskan regulasi yang melindungi hak-hak konsumen di era digital.

References

1. Role of Artificial Intelligence in Shaping Consumer Demand in E-Commerce. role artificial intelligence... mdpi.com/1999-5903/12/12/226Role of Artificial Intelligence in Shaping Consumer Demand in E Commerce role artificial intelligence mdpi 1999 5903 12 12 226
2. Personalized Advertising in E-Commerce: Using Clickstream Data to Target High-Value Customers. personalized... mdpi.com/1999-4893/17/1/27Personalized Advertising in E Commerce Using Clickstream Data to Target High Value Customers personalized mdpi 1999 4893 17 1 27

Metadata

File size	332.75 KB
Pages	20
DMCA	Report