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All Journal Jurnal EMT KITA
Wicaksono, Gesang Bagas
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Economics, Econometrics & Finance

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Peran Artificial Intelligence dalam Meningkatkan Efektivitas Digital Marketing pada TikTok Shop di Semarang Wicaksono, Gesang Bagas; Farida, Ida; Wismantoro, Yohan; Nuryanto, Imam
Jurnal EMT KITA Vol 10 No 3 (2026): JULY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i3.6251

Abstract

This study examines the role of Artificial Intelligence (AI) in enhancing customer satisfaction on TikTok Shop in Semarang, focusing on chatbot, content personalization, and usability. A quantitative survey of 125 TikTok Shop users was conducted and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that chatbot, content personalization, and usability have positive and significant effects on customer satisfaction, with chatbot as the most influential factor, followed by content personalization and usabilit. These findings highlight the importance of optimizing AI-based features, particularly chatbot performance, to improve service quality and customer satisfaction in social commerce platforms, and support the applicability of the Theory of Planned Behavior in AI-driven digital marketing contexts.
Co-Authors Ida Farida Imam Nuryanto Yohan Wismantoro