Artificial intelligence and digital marketing on online purchase intention mediating customer experience study on al washliyah university labuhanbatu students
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Abstract
This research aims to analyze the influence of artificial intelligence and digital marketing on online purchase intention, with customer experience as a mediating factor among students at Al Washliyah University, Labuhanbatu, North Sumatra. This quantitative descriptive study targets a population comprising all students at Univa Labuhanbatu, from which a sample of 100 students was selected. Data were collected using a structured questionnaire designed on Google Forms and distributed via WhatsApp to ensure broad reach among participants. Structural Equation Modeling (SEM), facilitated by SmartPLS software, was employed to analyze the data. The findings of this study reveal several key insights: first, artificial intelligence has a positive and significant impact on purchase intention. Second, digital marketing similarly exerts a positive and significant effect on purchase intention. Third, customer experience is shown to effectively mediate the relationship between artificial intelligence and purchase intention, indicating that improved customer interactions enhance the AI’s impact on purchasing behaviors. Lastly, customer experience also mediates the relationship between digital marketing and purchase intention, demonstrating the importance of customer engagement in optimizing digital marketing effectiveness. These findings underscore the critical role of customer experience as a bridge linking AI and digital marketing efforts to purchasing intentions, especially within a university student demographic in a digital context
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How to Cite
Levianti, R. A. . (2024) “Artificial intelligence and digital marketing on online purchase intention mediating customer experience study on al washliyah university labuhanbatu students”, Jurnal Mantik, 8(3), pp. 1417-1427. doi: 10.35335/mantik.v8i3.5602.
References
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Gretzel, U., Ham, J., & Kim, S. W. (2020). Designing Artificial Intelligence to Extend Digital Marketing Relationships. Journal of Digital & Social Media Marketing, 8(2), 124-137.
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Jain, H., Vikram, A., Mohana, Kashyap, A., & Jain, A. (2020). Weapon Detection using Artificial Intelligence and Deep Learning for Security Applications. Proceedings of the International Conference on Electronics and Sustainable Communication Systems, ICESC 2020, 193–198. https://doi.org/10.1109/ICESC48915.2020.9155832
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Keiningham, T., Ball, J., Benoit (née Moeller), S., Bruce, H. L., Buoye, A., Dzenkovska, J., Nasr, L., Ou, Y. C., & Zaki, M. (2017). The interplay of customer experience and commitment. Journal of Services Marketing, 31(2), 148–160. https://doi.org/10.1108/JSM-09-2016-0337/FULL/XML
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Kietzmann, J., Paschen, J., & Treen, E. R. (2021). Artificial Intelligence in Advertising: How Marketers Can Leverage Artificial Intelligence Along the Consumer Journey. Journal of Advertising Research, 61(1), 7-19.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.
Liang, S., Alimu, N., Si, H., Li, H., & Mi, C. (2023). Influence of Artificial Intelligence Recommendation on Consumers’ Purchase Intention Under the Information Cocoon Effect. In International Conference on Human-Computer Interaction (pp. 249-259). Cham: Springer Nature Switzerland.
Lodhi, S., & Shoaib, M. (2017). “Impact of E-Marketing on Consumer Behaviour: a Case of Karachi, Pakistan.” IOSR Journal of Business and Management, 19(01), 90–101. https://doi.org/10.9790/487X-19010590101
Lu, H., Li, Y., Chen, M., Kim, H., & Serikawa, S. (2021). Brain intelligence: Go beyond artificial intelligence. Future Generation Computer Systems, 114, 462–474.
Mittal, A., Chaturvedi, D. D., Chaturvedi, S., & Singh, P. K. (2024). Impact of Negative Aspects of Artificial Intelligence on Customer Purchase Intention: An Empirical Study of Online Retail Customers Towards AI-Enabled E-Retail Platforms. In Demystifying the Dark Side of AI in Business (pp. 159-173). IGI Global.
Nawaz, S. S., & Kaldeen, M. (2020). Impact of digital marketing on purchase intention. International Journal of Advanced Science and Technology, 29(4), 1113-1120.
Nguyen, C. T. K., Nguyen, Y. T. N., & Bui, A. N. T. (2024). Analyzing the Influence of Artificial Intelligence on Consumers’ Online Purchase Intentions. In Disruptive Technology and Business Continuity: Proceedings of The 5th International Conference on Business (ICB 2023) (pp. 67-78). Singapore: Springer Nature Singapore.
Ordun, G. (2015). Millennial (Gen Y) Consumer Behavior Their Shopping Preferences and Perceptual Maps Associated With Brand Loyalty. Canadian Social Science, 11(4), 1–16. https://doi.org/10.3968/pdf_294
Otopah, A. A., Dogbe, C. S. K., Amofah, O., & Ahlijah, B. (2024). Digital marketing and purchase intention of bank services: the role of trust and engagement. International Journal of Bank Marketing.
Putri, D. R. (2021). Digital marketing strategy to increase brand awareness and customer purchase intention (case study: Ailesh green consulting). European Journal of Business and Management Research, 6(5), 87-93.
Rabby, F., Chimhundu, R., & Hassan, R. (2021). Artificial Intelligence In Digital Marketing Influences Consumer Behaviour: A Review And Theoretical Foundation For Future Research. Academy of Marketing Studies Journal, 25(5), 1–7.
Sabraz Nawaz, S., & Kaldeen, M. (2020). Impact of Digital Marketing on Purchase Intention. International Journal of Advanced Science and Technology, 29(4), 1113–1120.
Sharma, A. P., Sharma, N. K., Sidana, N., & Goel, R. (2024). Impact of Artificial Intelligence on Purchase Intention: A Bibliometric Analysis. Studies in Computational Intelligence, 1094, 65–76. https://doi.org/10.1007/978-3-031-55615-9_5
Smith, B. (2018). Generalizability in qualitative research: misunderstandings, opportunities and recommendations for the sport and exercise sciences. Qualitative Research in Sport, Exercise and Health, 10(1), 137–149. https://doi.org/10.1080/2159676X.2017.1393221
Tham, K. W., Dastane, O., Johari, Z., & Ismail, N. B. (2019). Perceived Risk Factors Affecting Consumers’ Online Shopping Behaviour. SSRN Electronic Journal. https://doi.org/10.2139/SSRN.3498766
Thilagavathy, N., & Kumar, E. P. (2021). Artificial Intelligence on digital Marketing- An overview. NVEO - NATURAL VOLATILES & ESSENTIAL OILS Journal | NVEO, 8(5), 9895–9908. https://www.nveo.org/index.php/journal/article/view/2772
Wang, R. (2021). A Study on the Impact of Perceived Value of Art Based on Artificial Intelligence on Consumers' Purchase Intention. Journal of The Korea Society of Computer and Information, 26(1), 275-281.
Watulingas, E. B., & Permana, D. (2020). The influence of user interface, user experience and digital marketing toward purchase intention. International Humanities and Applied Science Journal, 3(2), 35-39.
Yadav, M. S., & Rahman, Z. (2018). The influence of social media marketing on consumer behavior. Journal of Consumer Marketing, 35(7), 574–586.
Arachchi, H. D. M., & Samarasinghe, G. D. (2024). Impact of embedded AI mobile smart speech recognition on consumer attitudes towards AI and purchase intention across Generations X and Y. European Journal of Management Studies, 29(1), 3-29
Bhagat, R., Chauhan, V., & Bhagat, P. (2023). Investigating the impact of artificial intelligence on consumer’s purchase intention in e-retailing. foresight, 25(2), 249-263.
Bilal, M., Zhang, Y., Cai, S., Akram, U., & Halibas, A. (2024). Artificial intelligence is the magic wand making customer-centric a reality! An investigation into the relationship between consumer purchase intention and consumer engagement through affective attachment. Journal of Retailing and Consumer Services, 77, 103674.
Buell, R. W., Campbell, D., & Frei, F. X. (2020). Operations-based strategy: AI and customer experience management. Harvard Business Review.
Campbell, C., Sands, S., Ferraro, C., Tsao, H. Y. (Jody), & Mavrommatis, A. (2020). From data to action: How marketers can leverage AI. Business Horizons, 63(2), 227–243. https://doi.org/10.1016/J.BUSHOR.2019.12.002
Chowdhury, S., & Kumar Singh Assistant Professor, P. (2024). Influence of AI driven Digital Marketing on Consumer Purchase Intention: An Empirical Study. Journal of Informatics Education and Research, 4(2), 575. https://doi.org/10.52783/JIER.V4I2.811
Dastane, D. O. (2020). Impact of Digital Marketing on Online Purchase Intention: Mediation Effect of Customer Relationship Management. Journal of Asian Business Strategy, 10(1), 142–158. https://doi.org/10.18488/JOURNAL.1006.2020.101.142.158
Dwivedi, Y. K., Rana, N. P., Slade, E. L., & Kiran, R. (2021). Artificial intelligence (AI) and the future of digital marketing. Journal of Business Research, 129, 903–912.
Gretzel, U., Ham, J., & Kim, S. W. (2020). Designing Artificial Intelligence to Extend Digital Marketing Relationships. Journal of Digital & Social Media Marketing, 8(2), 124-137.
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2019). The future of retailing. Journal of Retailing, 95(1), 1–6.
Huang, M. H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2), 155-172.
Huang, M.-H., & Rust, R. T. (2021). Artificial intelligence in service. Journal of Service Research, 24(1), 30–41
Jain, H., Vikram, A., Mohana, Kashyap, A., & Jain, A. (2020). Weapon Detection using Artificial Intelligence and Deep Learning for Security Applications. Proceedings of the International Conference on Electronics and Sustainable Communication Systems, ICESC 2020, 193–198. https://doi.org/10.1109/ICESC48915.2020.9155832
Kannan, P. K. (2017). Digital marketing: A framework, review, and research agenda. International Journal of Research in Marketing, 34(1), 22-45.
Keiningham, T., Ball, J., Benoit (née Moeller), S., Bruce, H. L., Buoye, A., Dzenkovska, J., Nasr, L., Ou, Y. C., & Zaki, M. (2017). The interplay of customer experience and commitment. Journal of Services Marketing, 31(2), 148–160. https://doi.org/10.1108/JSM-09-2016-0337/FULL/XML
Khan, A. S., Bilal, M., Saif, M., & Shehzad, M. (2020). Impact of digital marketing on online purchase intention: Mediating effect of brand equity & perceived value. Inst. Bus. Manag, 1-50.
Kietzmann, J., Paschen, J., & Treen, E. R. (2021). Artificial Intelligence in Advertising: How Marketers Can Leverage Artificial Intelligence Along the Consumer Journey. Journal of Advertising Research, 61(1), 7-19.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.
Liang, S., Alimu, N., Si, H., Li, H., & Mi, C. (2023). Influence of Artificial Intelligence Recommendation on Consumers’ Purchase Intention Under the Information Cocoon Effect. In International Conference on Human-Computer Interaction (pp. 249-259). Cham: Springer Nature Switzerland.
Lodhi, S., & Shoaib, M. (2017). “Impact of E-Marketing on Consumer Behaviour: a Case of Karachi, Pakistan.” IOSR Journal of Business and Management, 19(01), 90–101. https://doi.org/10.9790/487X-19010590101
Lu, H., Li, Y., Chen, M., Kim, H., & Serikawa, S. (2021). Brain intelligence: Go beyond artificial intelligence. Future Generation Computer Systems, 114, 462–474.
Mittal, A., Chaturvedi, D. D., Chaturvedi, S., & Singh, P. K. (2024). Impact of Negative Aspects of Artificial Intelligence on Customer Purchase Intention: An Empirical Study of Online Retail Customers Towards AI-Enabled E-Retail Platforms. In Demystifying the Dark Side of AI in Business (pp. 159-173). IGI Global.
Nawaz, S. S., & Kaldeen, M. (2020). Impact of digital marketing on purchase intention. International Journal of Advanced Science and Technology, 29(4), 1113-1120.
Nguyen, C. T. K., Nguyen, Y. T. N., & Bui, A. N. T. (2024). Analyzing the Influence of Artificial Intelligence on Consumers’ Online Purchase Intentions. In Disruptive Technology and Business Continuity: Proceedings of The 5th International Conference on Business (ICB 2023) (pp. 67-78). Singapore: Springer Nature Singapore.
Ordun, G. (2015). Millennial (Gen Y) Consumer Behavior Their Shopping Preferences and Perceptual Maps Associated With Brand Loyalty. Canadian Social Science, 11(4), 1–16. https://doi.org/10.3968/pdf_294
Otopah, A. A., Dogbe, C. S. K., Amofah, O., & Ahlijah, B. (2024). Digital marketing and purchase intention of bank services: the role of trust and engagement. International Journal of Bank Marketing.
Putri, D. R. (2021). Digital marketing strategy to increase brand awareness and customer purchase intention (case study: Ailesh green consulting). European Journal of Business and Management Research, 6(5), 87-93.
Rabby, F., Chimhundu, R., & Hassan, R. (2021). Artificial Intelligence In Digital Marketing Influences Consumer Behaviour: A Review And Theoretical Foundation For Future Research. Academy of Marketing Studies Journal, 25(5), 1–7.
Sabraz Nawaz, S., & Kaldeen, M. (2020). Impact of Digital Marketing on Purchase Intention. International Journal of Advanced Science and Technology, 29(4), 1113–1120.
Sharma, A. P., Sharma, N. K., Sidana, N., & Goel, R. (2024). Impact of Artificial Intelligence on Purchase Intention: A Bibliometric Analysis. Studies in Computational Intelligence, 1094, 65–76. https://doi.org/10.1007/978-3-031-55615-9_5
Smith, B. (2018). Generalizability in qualitative research: misunderstandings, opportunities and recommendations for the sport and exercise sciences. Qualitative Research in Sport, Exercise and Health, 10(1), 137–149. https://doi.org/10.1080/2159676X.2017.1393221
Tham, K. W., Dastane, O., Johari, Z., & Ismail, N. B. (2019). Perceived Risk Factors Affecting Consumers’ Online Shopping Behaviour. SSRN Electronic Journal. https://doi.org/10.2139/SSRN.3498766
Thilagavathy, N., & Kumar, E. P. (2021). Artificial Intelligence on digital Marketing- An overview. NVEO - NATURAL VOLATILES & ESSENTIAL OILS Journal | NVEO, 8(5), 9895–9908. https://www.nveo.org/index.php/journal/article/view/2772
Wang, R. (2021). A Study on the Impact of Perceived Value of Art Based on Artificial Intelligence on Consumers' Purchase Intention. Journal of The Korea Society of Computer and Information, 26(1), 275-281.
Watulingas, E. B., & Permana, D. (2020). The influence of user interface, user experience and digital marketing toward purchase intention. International Humanities and Applied Science Journal, 3(2), 35-39.
Yadav, M. S., & Rahman, Z. (2018). The influence of social media marketing on consumer behavior. Journal of Consumer Marketing, 35(7), 574–586.
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