Pengaruh Digital Customer Engagement terhadap Purchase Intention di Era Artificial Intelligence Marketing
Keywords:
Digital, Customer, Engagement,, Purchase Intention,, Artificial Intelligence Marketing, Consumer Behavior, Customer Experience.Abstract
Kemajuan teknologi digital dan kecerdasan buatan (Artificial Intelligence/AI) membawa perubahan signifikan dalam strategi pemasaran modern. AI menciptakan bentuk interaksi baru melalui sistem rekomendasi, chatbot, analisis prediktif, dan personalisasi konten yang memperkuat hubungan antara konsumen dan merek. Salah satu dampak utamanya adalah meningkatnya Digital Customer Engagement atau keterlibatan digital pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh Digital Customer Engagement terhadap Purchase Intention pada konsumen pengguna platform digital berbasis AI. Metode penelitian menggunakan pendekatan kuantitatif deskriptif dengan penyebaran kuesioner kepada 250 responden pengguna aktif e-commerce dan media sosial di Indonesia. Teknik analisis data meliputi uji validitas, reliabilitas, statistik deskriptif, dan regresi linier sederhana. Hasil penelitian menunjukkan bahwa Digital Customer Engagement berpengaruh positif dan signifikan terhadap Purchase Intention (β = 0,571; t = 9,842; p < 0,05). Dimensi afektif dan perilaku engagement menjadi faktor dominan dalam membentuk niat beli. Penggunaan AI diketahui memperkuat tingkat engagement melalui personalisasi otomatis, interaksi cepat, dan konten digital yang relevan. Temuan ini memperkuat teori pemasaran digital bahwa keterlibatan pelanggan merupakan fondasi penting dalam pengambilan keputusan pembelian dan bahwa teknologi AI mampu memperkuat pengaruh tersebut. Penelitian ini memberikan kontribusi teoretis dengan memperluas model Customer Engagement dalam konteks pemasaran modern berbasis teknologi. Secara praktis, temuan ini memberikan rekomendasi strategis bagi perusahaan dalam mengembangkan strategi pemasaran berbasis AI untuk meningkatkan loyalitas dan niat beli konsumen.
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