Abstract
The purpose of this paper is to investigating the influence of Artificial Intelligence and Digital Marketing to Consumers Buying Intention. Artificial Intelligence development revolutionize digital marketing as well as customer buying intention and thus boost sales. Artificial Intelligence and Digital Marketing in combination with rapidly developing technologies kind of tracking, buying, cashless. Everything goes to simple touch, will bring opportunities to consumers to having a practical best service. This paper uses quantitative approach that rooted in the Artificial Intelligence, Digital Marketing and Customer Buying Intention Literature, that was carried out using structural equation modeling (SEM) based on partial least square (PLS), with 74 respondents. The contribution of this paper examines consumer perseption, beliefs and behaviours of buying intention of online transportation (gojek) in millenials based on artificial intellegence and digital marketing developing. And a result of this study, artificial intelligence and digital marketing have positively effects to Consumer Buying Intention.In this present research helps service organizations and their management better implications of keep up with the developments of service. This paper talks about artificial intelligence and digital marketing based on consumer buying intention Keywords – Consumer Buying Intentions, Artificial Intelligence, Digital Marketing, Online Transportation,
Highlights
NATIONALLY ACCREDITED JOURNAL - DECREE NO. 21/E/KPT/2018 layanan terbaik yang mudah dan terjangkau
Research Framework Based on literature review and hypotheses as explained aboved, we proposed and examined the research framework that presented in figure 1
Zhunjunxuan, Maoyan, Sangyang, (2014) “Consumer Purchase Intention Research Based on Social Media Marketing”
Summary
Generasi millenial adalah generasi muda yang ditandai dengan penggunaan dan adaptasi teknologi dalam kehidupan sehari-hari mereka, serta nilai-nilai, pengalaman hidup, motivasi, dan perilaku pembelian umum. Minat beli adalah jenis pengambilan keputusan yang mempelajari alasan untuk membeli merek tertentu oleh konsumen (Shah et al, 2012). Konsumen dipengaruhi oleh motivasi internal atau eksternal selama proses pembelian (Gogoi, 2013).Para peneliti telah mengusulkan enam tahap sebelum memutuskan untuk membeli produk, yaitu: kesadaran, pengetahuan, minat, preferensi, persuasi dan pembelian (Kotler & Armstrong, 2010) (Kawa et al, 2013). Penelitian ini bertujuan untuk mengetahui pengaruh Artificial Intelligence dan DigitalMarketing terhadap Minat Beli Konsumen Generasi Milenial. Makalah ini terdiri dari enam bagian yang bagian pertama adalah Latar Belakang, bagian kedua adalah Tinjauan Pustaka dan Pengembangan Hipotesis yang berisi tentang Model Penerimaan Teknologi (TAM), Artificial Intelligence dan Digital Marketing, sertaMinat Beli Pelanggan, dan Hubungan antar variabel, Bagian Ketiga adalah Metodologi, yang jenis penelitian, populasi dan pengambilan sampel dan Instrumen Penelitian serta Pengukurannya. Bagian kelima adalah Diskusi dan bagian terakhir adalah Kesimpulan dan Saran yang diharapkan membuat penelitian ini lebih baik di masa depan
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