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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)
La Ode Mbunai
Universitas Sains Indonesia, 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.
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.
Co-Authors Ade Nurhayati Kusumadewi Fauzan Manafi Albar Galih Raspati Hasti Pramesti Indarta Priyana Umban Adi Jaya