PERAN DAN EFEKTIVITAS IMPLEMENTASI AI DALAM MENGOPTIMALKAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PADA BISNIS DIGITAL
DOI:
https://doi.org/10.1234/aira.v3i2.69Keywords:
social commerce, purchase intention, Generation Z, AI personalization, influencer marketing, gamification, digital marketing, IndonesiaAbstract
This study investigates the impact of AI-driven personalization, social media engagement, gamification, and influencer collaborations on consumer purchase intention within social commerce platforms, focusing on Indonesia’s digitally native Generation Z market. The research addresses the gap in understanding how synergistic integration of these innovative marketing strategies drives decision-making in Southeast Asia’s fastest-growing e-commerce sector. Utilizing a quantitative correlational design, data were collected via a structured questionnaire (5-point Likert scale) from 100 Generation Z consumers actively using Instagram and TikTok for purchases. Analyses conducted in SPSS version 26 included validity testing (Pearson’s r > 0.195), reliability assessment (Cronbach’s Alpha > 0.70), and classical assumption tests (normality, heteroscedasticity, multicollinearity). Multiple regression analysis revealed significant effects: AI-driven personalization had the strongest influence (t = 4.75, p < 0.001), followed by influencer credibility (t= 3.85, p = 0.001), gamification mechanics (t = 2.50, p = 0.014), and social engagement (t = 2.20, p = 0.030). The model explained 62% of variance in purchase intention (F = 15.24 > F-table 2.31, p < 0.001), confirming collective significance. Theoretically, this research advances social commerce literature by operationalizing Technology Acceptance Model (TAM) principles with experiential marketing elements. Practically, it provides actionable insights for businesses targeting Gen Z through platform-specific strategy optimization, emphasizing AI customization as a primary investment. Methodologically, it demonstrates the value of analyzing interdependent digital marketing variables through a unified framework. Limitations include geographic specificity to Indonesia and reliance on self-reported intentions. Future studies should examine cross-cultural variations, longitudinal behavioral changes, and impacts of emerging technologies like generative AI on strategy efficacy. This work establishes a foundation for understanding multidimensional digital marketing effectiveness in youth-centric markets while advocating for balanced human-AI interaction in commerce ecosystems.
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