TRANSFORMASI STRATEGI BISNIS MELALUI PEMANFAATAN AI DAN MEDIA SOSIAL: ANALISIS PERILAKU KONSUMEN DIGITAL
DOI:
https://doi.org/10.1234/aira.v4i1.76Keywords:
consumer behavior, artificial intelligence, social media marketing, Generation Z, content personalization, digital strategyAbstract
This study investigates the impact of multiple marketing strategies namely artificial intelligence (AI) adoption, social media strategies, and content personalization on consumer purchase intention within social media platforms, focusing on the Indonesian Generation Z market. Social media has emerged as a dominant platform for consumer-brand interaction, while AI enables advanced personalization and engagement at scale. The research addresses a significant gap in the literature by examining the combined effect of these elements on digital consumer behavior in an emerging market context. Employing a quantitative correlational approach, the study surveyed 100 Generation Z consumers using a structured questionnaire based on a 5-point Likert scale. Data were analyzed using SPSS version 26, with key procedures including validity testing (Pearson r > 0.195), reliability assessment (Cronbach’s Alpha > 0.70), and classical assumption tests (normality, heteroscedasticity, and multicollinearity). Multiple regression analysis was applied to test hypotheses. The findings reveal that all three variables significantly influence consumer purchase intention: content personalization (t = 4.752, p < 0.001), AI implementation (t = 4.218, p < 0.001), and social media strategy (t = 3.174, p = 0.002). Content personalization exerts the strongest influence, followed by AI and social media strategy. The overall model is statistically significant (F = 45.827 > F-table = 2.70, p < 0.001), explaining 58.9% of the variance in consumer engagement. This study contributes to the theoretical development of social commerce by integrating multidisciplinary elements within a cohesive model, offers novel insights into Generation Z behavior in the Indonesian digital market, and provides practical guidelines for businesses to optimize AI driven strategies. Furthermore, it lays the groundwork for future cross-cultural and longitudinal research in AI-mediated digital marketing.
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