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All Journal International Journal of Artificial Intelligence for Digital Marketing International Journal of Economic Integration and Regional Competitiveness Journal of Artificial Intelligence and Digital Economy
Mochamad Rizal Yulianto
Muhammadiyah University of Sidoarjo, Indonesia
Economics, Econometrics & Finance Environmental Science

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THE INFLUENCE OF DIGITAL MARKETING, GAMIFICATION, AND BRAND IMAGE ON GEN-Z CONSUMER LOYALITY ON SHOPEE E-COMMERCE PLATFORMS Adhelia Cahya Puspita; Rita Ambarwati Sukmono; Mochamad Rizal Yulianto
Journal of Artificial Intelligence and Digital Economy Vol. 2 No. 10 (2025): Journal of Artificial Intelligence and Digital Economy
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/jaide.v2i10.1501

Abstract

Objective: This study examines the influence of digital marketing, gamification, and brand image on Generation Z consumer loyalty in the Shopee e-commerce platform in Indonesia. As digital natives, Gen-Z consumers prefer interactive, creative, and technology-driven shopping experiences. Method: Using a descriptive quantitative approach, data were collected through an online Likert-scale questionnaire from 100–150 respondents selected via simple random sampling. The Slovin formula was applied to determine sample size. Data analysis employed Structural Equation Modeling-Partial Least Square (SEM-PLS), including tests of validity, reliability, R², f², and bootstrapping.  Results:  Results show that digital marketing, gamification, and brand image together explain 84.6% of the variance in Gen-Z loyalty. Gamification and brand image significantly affect loyalty, with gamification being the most dominant factor. In contrast, digital marketing has a positive but insignificant effect, indicating that Gen-Z is more selective toward repetitive or impersonal promotional content.  Novelty: These findings highlight the importance of interactive features and strong brand image in building sustainable consumer loyalty.
ANALYSIS OF THE INFLUENCE OF BRAND AWARENESS, FEATURES AND CONTENT CREATORS IN THE EFOOTBALL GAME ON PLAYERS' DECISIONS TO TOP UP Wahyu Karobby; Mochamad Rizal Yulianto; Istian Kriya Almanfaluti; Bayu Hari Prasojo
Journal of Artificial Intelligence and Digital Economy Vol. 2 No. 3 (2025): Journal of Artificial Intelligence and Digital Economy
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/jaide.v2i3.1510

Abstract

Objective: This study aims to examine the effect of brand awareness, game features, and content creators on players’ top-up decisions in the eFootball game. Method: A quantitative research approach was employed, utilizing questionnaires distributed to 96 Generation Z respondents. The collected data were analyzed using multiple linear regression with SPSS software to determine the influence of each variable on players’ purchasing decisions. Results: The analysis revealed that brand awareness and content creators have a significant positive effect on players’ top-up decisions, while game features do not show a significant influence. These results suggest that social and psychological factors related to brand perception and influencer engagement play a stronger role in shaping players’ spending behavior than in-game functionality. Novelty: This study contributes to the growing literature on digital consumer behavior by highlighting the pivotal role of content creators and brand identity in influencing virtual purchasing decisions among Generation Z gamers in the context of eFootball.
THE INFLUENCE OF BRAND LOYALTY, PERCEIVED QUALITY AND BRAND TRUST ON REPEAT PURCHASE OF UNILEVER PRODUCTS Audi Prima Ramadhani; Rizky Eka Febriansah; Mochamad Rizal Yulianto
Journal of Artificial Intelligence and Digital Economy Vol. 2 No. 3 (2025): Journal of Artificial Intelligence and Digital Economy
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/jaide.v2i3.1513

Abstract

Objective: This study aims to examine the influence of brand loyalty, perceived quality, and brand trust on consumers repurchase decisions for Unilever products amid intensified competition and boycott issues in Indonesia. Method: A quantitative research approach was employed with data collected from 96 respondents through questionnaires, supported by secondary data from journals, books, and official websites. Data were analyzed using SPSS software, employing multiple linear regression along with validity, reliability, normality, multicollinearity, heteroscedasticity, t-tests, F-tests, and coefficient of determination (R²) analyses. Results: The findings reveal that brand loyalty, perceived quality, and brand trust each have a significant positive effect on repurchase behavior, indicating that consumers’ confidence and attachment to the brand remain key determinants of repeat purchases even during brand-related crises. Novelty: This study contributes to consumer behavior research by highlighting how trust and loyalty sustain repurchase intentions under boycott conditions, providing practical insights for brand resilience strategies in the Indonesian manufacturing industry.
Co-Authors Adhelia Cahya Puspita Ahmad Rosyidun Nafi’ Aidah Safira Maharani Alshaf Pebrianggara Andhika Ayu Luthfiyani Andry Rachmadany Andry Rachmadany Audi Prima Ramadhani Bayu Hari Prasojo Fandy Al Ubaidah Herlinda Maya Kumala Sari Iqbal Oktavialdi Istian Kriya Almanfaluti Khurrotul Lutfiyah Kumara Adji Kusuma M. Ivan Imanulloh Khaqi Muhammad Anugerah Ramadhan Muhammad Yani Ramadhani Dwi Priyanto Rara Novalia Rendy Adi Saputra Rita Ambarwati Sukmono Rizky Eka Febriansah Wahyu Karobby Zalwa Raniah Salshabilla