PENGARUH DIGITAL MARKETING BERBASIS ARTIFICIAL INTELLIGENCE (AI) TERHADAP MINAT BELI KONSUMEN PADA E-COMMERCE
STUDI PADA PENGGUNA SHOPEE, TOKOPEDIA DAN LAZADA DI BANDUNG RAYA
Abstract
Penelitian ini bertujuan untuk mengidentifikasi sejauh mana digital marketing yang didukung oleh teknologi Artificial Intelligence berpengaruh terhadap minat beli konsumen pada platform E-commerce Shopee, Tokopedia, dan Lazada di wilayah Bandung Raya. Metode yang digunakan dalam penelitian ini adalah pendekatan deskriptif kuantitatif dengan teknik analisis Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS), yang diolah menggunakan perangkat lunak SmartPLS 4. Populasi dalam penelitian mencakup pengguna aktif yang secara bersamaan menggunakan ketiga platform E-commerce tersebut dan berdomisili di wilayah Bandung Raya. Sampel penelitian berjumlah 311 responden yang dipilih melalui teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner baik secara daring maupun luring, yang selanjutnya dianalisis menggunakan model pengukuran (outer model) dan model struktural (inner model). Hasil penelitian menunjukkan bahwa digital marketing berbasis AI memberikan pengaruh yang signifikan terhadap minat beli konsumen (p < 0,05) di ketiga platform E-commerce, dengan pengaruh terbesar ditemukan pada Shopee (R² = 0,724), disusul Tokopedia (R² = 0,140), dan Lazada (R² = 0,080).
References
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Afthanorhan, A., Awang, Z., & Aimran, N. (2020). An extensive comparison of cb-sem and pls-sem for reliability and validity. International Journal of Data and Network Science, 4(4), 357-364. doi:10.5267/j.ijdns.2020.9.003
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Bag, S., Gupta, S., Kumar, A., & Sivarajah, U. (2021). An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance. Industrial Marketing Management, 92, 178-189. doi:https://doi.org/10.1016/j.indmarman.2020.12.001
Bajrami, S. M., Qerimi, F., & Qerimi, A. (2022). The Impact of Digital Marketing vs. Traditional Marketing on Consumer Buying Behavior. HighTech and Innovation Journal, 3(3), 326-340. doi:10.28991/HIJ-2022-03-03-08
Chaniago, H. (2023). Investigation of entrepreneurial leadership and digital transformation: Achieving business success in uncertain economic conditions. Journal of Technology Management and Innovation, 18(2), 18-27. doi:10.4067/s0718-27242023000200018
Chaniago, H., Muharam, H., & Efawati, Y. (2023). Metode Riset Bisnis dan Permodelan. Bandung: Edukasi Riset Digital.
Claudio, R. A., & Tarmidi, D. (2021). Influence of Product Innovation and Influencer Marketing on The Interest in Buying Bluebutton Fashiom Products. Technium Sustainability, 1(2), 18-24. doi:10.47577/sustainability.v1i2.5191
Dai, X., & Liu, Q. (2024). Impact of artificial intelligence on consumer buying behaviors: Study about the online retail purchase. Journal of Infrastructure, Policy and Development, 8(9). doi:https://doi.org/10.24294/jipd.v8i9.7700
Daud, I., Nurjannah, D., Mohyi, A., Ambarwati, T., Cahyono, Y., Haryoko, A. E., . . . Jihadi, M. (2022). The effect of digital marketing, digital finance and digital payment on finance performance of indonesian smes. International Journal of Data and Network Science, 6(1), 37-44. doi:10.5267/J.IJDNS.2021.10.006
Dwivedi, Y., Ismagilova, E., Hughes, D., Carlson, J., Filieri, R., Jacobson, J., . . . Wang, Y. (2020). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59. doi:https://doi.org/10.1016/j.ijinfomgt.2020.102168
Hair, J. F., Hult, G. T., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R.
Hair, J. F., Sarstedt, M., Ringle, C. M., Sharma, P. N., & Liengaard, B. D. (2024). Going beyond the untold facts in PLS–SEM and moving forward. European Journal of Marketing, 58(13), 81-106. doi:10.1108/EJM-08-2023-0645
Hajjar, S., Karam, S., & Borna, S. (2021). Artificial Intelligence in Marketing Education Programs. Marketing Education Review, 31(1), 2-13. doi:https://doi.org/10.1080/10528008.2020.1835492
Haleem, A., Javaid, M., Qadri, M. A., Singh, R. P., & Suman, R. (2022). Artificial intelligence (AI) applications for marketing: A literature-based study. International Journal of Intelligent Networks, 3, 119-132. doi:https://doi.org/10.1016/j.ijin.2022.08.005
Haudi, Handayani, W., Musnaini, Totok, Y. S., Prasetyo, T., Pitaloka, E., . . . Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961-972. doi:10.5267/j.ijdns.2022.1.015
Hendricks, S., & Mwapwele, S. D. (2024). A systematic literature review on the factors influencing e-commerce adoption in developing countries. Data and Information Management, 8(1). doi:https://doi.org/10.1016/j.dim.2023.100045
Hertina, D., Novtrianti, N., & Sukmawati. (2022). Analysis of buying decision levels based on brand image, price, and digital marketing. International Journal of Business Ecosystem & Strategy, 4(1), 87-94. doi:10.36096/ijbes.v4i1.313
Ifekanandu, C., Anene, J., Iloka, C., & Ewuzie, C. (2023). Influence of Artificial Intelligence (AI) on Customer Experience and Loyalty: Mediating Role of Personalization. Journal of Data Acquisition and Processing, 38(3), 1936-1959. doi:10.5281/zenodo.98549423
Islam, M. A., Fakir, S. I., Masud, S. B., Hossen, M. D., Islam, M. T., & Siddiky, M. R. (2024). Artificial intelligence in digital marketing automation: Enhancing. Edelweiss Applied Science and Technology, 8(6). doi:10.55214/25768484.v8i6.3404
Khan, S. I. (2022). Impact of artificial intelligence on consumer buying behaviors. International journal of health sciences, 6, 8121-8129. doi:10.53730/ijhs.v6ns2.7025
Kusuma, L., Sri Rejeki, Robiyanto, R., & Irviana, L. (2020). Reputation System od C2C E-Commerce, Buying Interest and Trust. Business: Theory and Practice, 21(1), 314-321. doi:https://doi.org/10.3846/btp.2020.11559
Labib, E. (2024). Artificial intelligence in marketing: exploring current and future trends. Cogent Business & Management, 11(1). doi:https://doi.org/10.1080/23311975.2024.2348728
Lidwina, A. (2021, Juni 4). 10 Negara dengan Persentase Penggunaan E-Commerce Tertinggi di Dunia. Retrieved from databoks: https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/b3c62c475783be9/penggunaan-e-commerce-indonesia-tertinggi-di-dunia
Louis, J. V., Noerlina, & Syahchari, D. H. (2024). Digital Business Transformation: Analysis of the Effect Artificial Intelligence in E-Commerce’S Product Recommendation. Advanced Information Systems, 8(1), 64-69. doi:10.20998/2522-9052.2024.1.08
Madanchian, M. (2024). The Impact of Artificial Intelligence Marketing on E-commerce Sales. Systems, 12, 1-20. doi:10.3390/systems12100429
Masrianto, A., Hartoyo, H., Hubeis, A., & Hasanah, N. (2022). Digital Marketing Utilization Index for Evaluating and Improving Company Digital Marketing Capability. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 1-18. doi:https://doi.org/10.3390/joitmc8030153
Nasution, M. I., Fahmi, M., Jufrizen, & Prayogi, M. A. (2020). The Quality of Small and Medium Enterprises Performance Using the Structural Equation Model-Part Least Square (SEM-PLS). Journal of Physics: Conference Series, 1477(5), 1-7. doi:10.1088/1742-6596/1477/5/052052
Pahala, Y., Widodo, S., Kadarwati, Azhari, M., Muliyati, Lestari, N. I., . . . Endri, E. (2021). The effects of service operation engineering and green marketing on consumer buying interest. Uncertain Supply Chain Management, 9(3), 603-608. doi:10.5267/j.uscm.2021.5.011
Prastowo, W. B. (2023). Pengaruh Customer Experience Dalam Penerapan Artificial Intelligence Terhadap Loyalitas Pelanggan Marketplace Shopee.
Rabby, F., Chimhundu, R., & Hassan, R. (2021). Artificial Intelligence in Digital Marketing Influences Consumer Behavior: a Review and Theoretical Foundation for Future. Academy of Marketing Studies Journal, 25(5), 1-7.
Setyadi, B., Helmi, S., & Santoso, A. (2024). Unraveling the influence of product advertising on consumer buying interest: exploring product knowledge, product quality, and mediation effects. Cogent Business and Management, 11(1). doi:https://doi.org/10.1080/23311975.2024.2349253
Singh, M., Kulshrestha, S., Goel, R., Kumar, N., & Kumar, R. (2024). The Effect AI on Indian E-commerce Market. Journal of Digital Economy, 3(2), 392-401.
Sutisna, M., Prayogo, A. D., & Sarah, I. S. (2019). Evaluating Website Repeat Usage Using Webqual 4.0: a Guide for E-Commerce Business. IOP Conference Series: Materials Science and Engineering, 662(2), 0-7. doi:10.1088/1757-899X/662/2/022105
Thilagavathy, N., & Kumar, E. P. (2021). Artificial Intelligence on Digital Marketing- An Overview. Natural Volatiles & Essential Oils, 8(5), 9895-9908.
Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1). doi:https://doi.org/10.1016/j.jjimei.2020.100002
Wardhana, A. (2024). E-Commerce in Te Digital Edge. Purbalingga: CV.Eureka Media Aksara.
Wijaya, W. T., & Dewi, I. C. (2023). Digital Marketing Communication Strategy dalam Meningkatkan Brand Awareness Kimo Resort Pulau Banyak Aceh Singkil. JIMEA: Jurnal Ilmiah MEA (Manajemen, Ekonomi dan Akuntansi), 7(3), 1793-1812.
Published
2025-07-10
How to Cite
Agustin, Y., Chaniago, H., & Indira, H. (2025). PENGARUH DIGITAL MARKETING BERBASIS ARTIFICIAL INTELLIGENCE (AI) TERHADAP MINAT BELI KONSUMEN PADA E-COMMERCE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 1251-1278. https://doi.org/10.31955/mea.v9i2.5773
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