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All Journal Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Journal of Sustainable Community Service
Hasti Pramesti
Universitas Ma’soem, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences

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Integrating AI and Digital Marketing to Increase Generation Z's Purchasing Interest Umban Adi Jaya; Hasti Pramesti; Fauzan Manafi Albar; La Ode Mbunai; Ade Nurhayati Kusumadewi
JOURNAL OF MANAGEMENT, ACCOUNTING, GENERAL FINANCE AND INTERNATIONAL ECONOMIC ISSUES Vol. 5 No. 1 (2025): DECEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/marginal.v5i1.1954

Abstract

AI and digital marketing are essential components in modern marketing strategies that can enhance efficiency and personalize consumer experiences. AI is used for data analysis, content personalization, chatbots, and market trend prediction, while digital marketing involves marketing through digital platforms such as social media, email, and search engines. This study examines the influence of Artificial Intelligence (AI) and digital marketing on consumer purchase intention, particularly among Generation Z in Sukabumi City. The study utilized an associative methodology combined with a quantitative strategy, gathering information through online surveys from a sample of 100 participants. The data was then analyzed using SEM with PLS. The findings of the research indicate that AI and digital marketing play a crucial role in shaping consumer intentions to make purchases. AI enhances ad relevance and consumer satisfaction, while digital marketing enables companies to reach a wider and more diverse audience. The integration of AI in digital marketing has proven to increase personalization, sales conversion, and customer loyalty. The R-Square value for the consumer purchase intention construct is 0.821, indicating that the model used has good capability in explaining variations in consumer purchase intention. These findings confirm the importance of implementing AI and digital marketing in marketing strategies to increase consumer purchase intention and achieve optimal results.
Community Service Collaboration of Higher Education Institutions: Integrating Technology in Promoting Baduy Luar Ecotourism as an Effort for Local Potential-Based Development Umban Adi Jaya; Hasti Pramesti; Amna Mawardi; Galih Raspati; Farhan Hamdallah
JOURNAL OF SUSTAINABLE COMMUNITY SERVICE Vol. 5 No. 4 (2025): SEPTEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jscs.v5i4.1054

Abstract

The Baduy Luar community in Lebak Regency, Banten, possesses unique cultural assets and significant potential in handicrafts, agriculture, and culture-based ecotourism. This Community Service Program (PKM) was conducted in Baduy Luar, Lebak Regency, Banten, with the aim of enhancing digital literacy and entrepreneurial capacity among the local community to support the promotion of cultural-based ecotourism. The Baduy Luar community possesses great potential in handicrafts, agriculture, and tourism, yet still faces limitations in digital promotion and tourism management. This program applied a participatory and contextual approach involving 70 participants, including youth, MSME actors, and ecotourism practitioners. The experiential learning method enabled participants to learn through direct practice, covering smartphone use, tourism documentation, and promotion via social media platforms such as Instagram, TikTok, YouTube, WhatsApp Business, and Facebook. The results showed significant improvement in the community’s skills in utilizing digital technology for ecotourism promotion and cultural documentation. Furthermore, a positive synergy was established between universities and the local community, where academics acted as facilitators of digital knowledge while the community members served as the main actors in implementing digital-based promotion. This program contributed not only to enhancing technical skills but also to preserving cultural identity through digital documentation. In the long term, the program is expected to increase community income, sustain community-based tourism promotion, and strengthen local economic independence aligned with the cultural values of the Baduy Luar.
Co-Authors Ade Nurhayati Kusumadewi Amna Mawardi Farhan Hamdallah Fauzan Manafi Albar Galih Raspati La Ode Mbunai Umban Adi Jaya