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All Journal Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL)
Fauzan Manafi Albar
Universitas Raharja, Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science 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.
BUSINESS SUSTAINABILITY STRATEGY FOR MSMEs THROUGH DIGITAL MARKETING OPTIMIZATION AND PRODUCT INNOVATION Hasti Pramesti; Umban Adi Jaya; Fauzan Manafi Albar; Rizki Chrisulianti; Dwiwahjuni Wulandari
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 3 No 4 (2025): MEI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v3i4.932

Abstract

This research aims to explore the influence of digital marketing and innovative products on the long-term success of small and medium-sized enterprises in the Greater Sukabumi region. Digital marketing is defined as an effective and efficient method of promoting products through digital channels, while product innovation focuses on developing or refining products to meet the changing needs of the market. The research method involved 35 culinary MSME players who use at least one digital marketing application, with data collection through questionnaires. The analysis of the data involved a thorough examination of validity and reliability, complemented by multiple linear regression analysis. The study's findings reveal that digital marketing significantly influences the sustainability of business operations, evidenced by a regression coefficient of 0.284. Furthermore, the research highlights that product innovation exerts an even more profound effect on business success, as indicated by a coefficient of 0.447. The F test showed that the overall regression model was significant, with an F value of 59.279 (p < 0.001). These findings are consistent with the literature showing that digital marketing adoption and product innovation are key factors in improving MSME competitiveness and performance. This study recommends improving access to technology and digital training for MSMEs, as well as collaboration with educational institutions to encourage product innovation. The limitations of this study lie in the limited number of samples and the absence of in-depth analysis of other factors that affect business continuity.
The Relationship Between the Implementation of Company System Digitalisation and Work Discipline as Determinants of Employee Performance: A Study of the Retail Industry in Cibitung Umban Adi Jaya; Fauzan Manafi Albar; Indarta Priyana; La Ode Mbunai; Galih Raspati
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 2 (2025): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i2.1039

Abstract

The development of digital technology has prompted companies to adopt digital systems in order to enhance operational efficiency and employee performance. However, adaptation to digitalization does not always have a direct impact on productivity, especially in the context of the retail industry which demands high discipline and adherence to work procedures. This study aims to analyze the influence of company system digitalization and work discipline on employee performance, as well as to evaluate the role of work discipline as a mediating variable in the context of the retail industry in Cibitung. This study uses a quantitative approach with path analysis method. Data were collected through online questionnaires distributed to 100 employees selected using purposive sampling. The results of the analysis indicate that the digitalization of company systems does not directly impact employee performance in a significant way. However, digitalization does have a beneficial and significant effect on work discipline, which in turn has a positive and significant impact on employee performance. Although the role of work discipline as a mediator in the link between digitalization and performance may not be statistically significant, there are still signs of partial mediation. Based on these results, it can be concluded that just introducing digital technology is not sufficient; there needs to be additional focus on improving work discipline to fully optimize the effect on employee productivity. This research offers practical advice for retail managers, emphasizing the need to combine digital policies with discipline-strengthening tactics such as training, monitoring, and incentives to enhance performance.
The Influence of Online Customer Reviews and Live Streaming on Impulsive Buying Among Generation Z Fauzan Manafi Albar; Cucu Hodijah; Rizki Chrisulianti; Galih Raspati; Umban Adi Jaya
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 3 (2026): FEBRUARI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i3.1182

Abstract

As social commerce platforms like TikTok Shop rapidly reshape how people shop online, Generation Z—digital natives who thrive on interactive content have become especially prone to spontaneous purchases. In this context, this study seeks to identify the bearing of Online Customer Reviews (OCR) and Live streaming upon impetuous purchasing proclivities among Generation Z habitués of TikTok Shop in Indonesia. The investigation employs an explanatory quantitative paradigm, with empirical data garnered through questionnaire instruments administered to 120 respondents conscripted via purposive sampling. Data analysis was executed through multiple linear regression alongside hypothetical corroboration procedures encompassing t-test and F-test analyses. The findings uncover that partially, Online Customer Reviews have a significant negative effect on Impulsive Buying, while Live streaming has a positive and significant effect. Taken together, both variables significantly shape Impulsive Buying, with a coefficient of determination of 44.3%. These findings indicate that Live streaming is the dominant factor in driving impulsive purchases, whereas Online Customer Reviews tend to enhance consumer rationality. This study implies that the integration of informational and interactive experiential marketing strategies is crucial in influencing consumer behavior in the era of social commerce.
Co-Authors Ade Nurhayati Kusumadewi Cucu Hodijah Dwiwahjuni Wulandari Galih Raspati Hasti Pramesti Indarta Priyana La Ode Mbunai Rizki Chrisulianti Umban Adi Jaya