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

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ARTIFICIAL INTELLIGENCE (AI), DIGITAL MARKETING AND POPULARITY ON PURCHASE INTENTIONS FOR VIRTUAL CONCERTS IN KOREAN GIRLBAND AESPA Fandy Al Ubaidah; Istian Kriya Almanfaluti; Mochamad Rizal Yulianto; Alshaf Pebrianggara
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.339

Abstract

Objective:  The impact of the Behavioral Control Model, Personal Innovation, and Technology Acceptance on Shopee Online Purchase Interest is examined in this study. Method: Data was gathered from 96 respondents via questionnaires sent to Shopee platform users utilizing a quantitative study design and SmartPLS software. Results: These results show a favorable association between the factors of the Technology Acceptance Model, Personal Innovation, and Behavioral Control, and how these affect Online Purchase Interest. The study's findings emphasize the significance of the Shopee platform's use of the technology acceptance model, consumer creativity, and the application of efficient behavioral management to boost platform users' enthusiasm in making purchases. Novelty: The implications of this research contribute to consumer understanding in the context of online product or service shopping, assisting researchers in developing strategies that can increase customer engagement and satisfaction.
INNOVATION RECOGNITION, INDIVIDUAL PROGRESS AND IMPLICATIONS OF BEHAVIORAL CONTROL FOR ONLINE PURCHASE CHOICES Mohammad Rafli Septian; Alshaf Pebrianggara; Andry Rachmadhany; Bayu Hari Prasojo
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.340

Abstract

Objective:  This study investigates the influence of behavioral control model, personal innovation, and technology adoption on Shopee purchase intention. Method: Data from 96 respondents were collected using the quantitative research design using SmartPLS software through surveys sent to the user platform Shopee. Results: These results indicate a positive relationship between the technology acceptance model, personal innovativeness, and behavioral control factors and how these factors influence purchase intention. Novelty: These findings highlight the importance of implementing a technology adoption model, consumer creativity, and efficient behavior management through the Shopee platform to increase purchase intention among platform users. The significance of this study is that it contributes to consumers' understanding of online product and service purchases and helps researchers develop strategies to increase customer engagement and satisfaction.
ANALYSIS OF THE LSTM MODEL ON THE DEMAND PATTERNS OF INDONESIAN TRADITIONAL COOKIES IN ONLINE MARKETPLACES Luke Farrer Azsyams; Alshaf Pebrianggara; Istian Kriya Almanfaluti
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.419

Abstract

Objective:  This study aims to analyze the application of the Long Short-Term Memory (LSTM) model in predicting demand patterns for Indonesian culinary products in online marketplaces. Method: Using monthly sales data from January 2022 to May 2024, the model was trained and evaluated with the metrics Mean Squared Error (MSE), Root Mean Squared Error (RMSE), and R². Results: The results showed an MSE of 899.70, an RMSE of 30.00, and an R² value of 0.09, indicating that the model has limitations in capturing variations in historical data. Nevertheless, LSTM still has potential as a forecasting tool for MSME entrepreneurs in decision-making related to inventory management, production planning, and marketing strategies. Novelty: Future research is recommended to expand the dataset, incorporate external factors such as seasonal trends and promotions, and explore hybrid approaches to improve prediction accuracy.
THE INFLUENCE OF TIKTOK SHOP’S PREDATORY PRICING ON CONSUMER ATTRACTION AND PURCHASING DECISIONS OF FASHION PRODUCTS AMONG GENERATION Z Ramadhani Dwi Priyanto; Alshaf Pebrianggara; Mochamad Rizal Yulianto
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.424

Abstract

Objective: This study aims to empirically examine the effect of predatory pricing strategies on consumer attraction and purchasing decisions of fashion products on TikTok Shop among Generation Z, with consumer attraction serving as a mediating variable. Method: This study employed a quantitative approach with an explanatory research design and analyzed the data using Partial Least Squares Structural Equation Modeling (PLS-SEM). The sample consisted of 100 Generation Z respondents in Indonesia who actively shop for fashion products on TikTok Shop. Data were collected through a five-point Likert scale questionnaire distributed online and analyzed using SmartPLS. Result: The findings indicate that predatory pricing has a significant positive effect on both consumer attraction and purchasing decisions. Consumer attraction was also found to positively influence purchasing decisions and partially mediates the relationship between predatory pricing and purchasing decisions. The R² values for consumer attraction (0.871) and purchasing decisions (0.847) demonstrate very strong explanatory power, while the Q² values for each construct (>0.35) indicate high predictive relevance. Novelty: This study confirms that although extreme pricing strategies can trigger impulsive purchases and increase purchase urgency among Generation Z, long-term reliance on such practices may erode consumer trust and undermine market sustainability. Unlike previous studies that focused primarily on regulatory aspects and SMEs, this research provides empirical evidence of the paradoxical effects of predatory pricing on digital-native consumer behavior.
THE INFLUENCE OF VIRTUAL TRY ON, PRODUCT QUALITY, AND COUNTRY OF ORIGIN ON CONSUMER PURCHASING DECISIONS ON MAYBELLINE PRODUCTS Erneisha Adiesti Septanaya; Alshaf Pebrianggara; Lilik Indayani; Satrio Sudarso
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 12 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i12.464

Abstract

Objective: The purpose of this study is to examine how consumers' decisions to buy Maybelline goods are influenced by Virtual Try On (VTO), product quality, and location of origin. With the advancement of digital technology, Virtual Try On has emerged as an innovation that facilitates customers' ability to virtually test things before making a purchase. Furthermore, the place of origin and product quality are regarded as significant variables that impact consumer choices. Method: The research method used is quantitative by distributing questionnaires to 100 respondents who have purchased Maybelline products with SPSS version 26 data processing media. This study utilizes non-probability sampling through a purposive sampling approach. Results: The results show that Virtual Try On has a positive and significant effect on purchasing decisions with a T-value of 5.323 and a significance value of 0.001, while product quality does not show a significant effect with a T-value of 1.577 and a significance value of 0.118, and the Country of Origin variable has a positive and significant effect with a T-value of 10.879 and a significance value of 0.001. Novelty: With the advancement of digital technology, Virtual Try On has emerged as an innovation that facilitates customers' ability to virtually test things before making a purchase.
THE IMPACT OF BRAND TRUST, BRAND IMAGE AND EMOTIONAL BRANDING ON CUSTOMER SATISFACTION: STUDY ON IKEA FURNITURE INDUSTRY Yesika Larasati; Muhammad Yani; Lilik Indayani; Alshaf Pebrianggara
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 12 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i12.472

Abstract

Objective: This study aims to analyze the influence of Brand Trust, Brand Image, and Emotional Branding on Customer Satisfaction in IKEA Indonesia customers. Method: This study uses a quantitative approach with the Partial Least Squares-Structural Equation Modeling (PLS-SEM) analysis technique. Primary data was obtained through the distribution of questionnaires to 108 respondents who had purchased and used IKEA furniture products, using purposive sampling techniques. Results: The results of the study show that all independent variables, namely Brand Trust, Brand Image, and Emotional Branding, have a positive and significant effect on Customer Satisfaction. These findings indicate that trust in the brand, strong brand image perception, and emotional engagement of customers in the shopping experience have an important role in increasing customer satisfaction levels. In practical terms, this study provides implications for IKEA to strengthen its marketing strategy oriented towards emotional experience as well as consistency of product and service quality. Novelty: The value of this research's contribution lies in affirming the role of emotional aspects and brand perception in shaping customer satisfaction in the modern furniture industry.
THE EFFECT OF TIKTOK LIVE HOST INTERACTION, VIEWING INTENSITY, AND PROMOTION ON IMPULSE PURCHASES OF SKINTIFIC PRODUCTS ON TIKTOK SHOP Khurrotul Lutfiyah; Rendy Adi Saputra; Mochamad Rizal Yulianto; Alshaf Pebrianggara; Bayu Hari Prasojo
International Journal of Economic Integration and Regional Competitiveness Vol. 3 No. 7 (2026): International Journal of Economic Integration and Regional Competitiveness
Publisher : Antis Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijeirc.v3i7.518

Abstract

Objective: The purpose of this study is to demonstrate that host interaction, viewing intensity, and promotions influence impulsive purchases of Skintific products on TikTok Shop. Method: This study employs a quantitative approach, with data collected via a questionnaire. The data analysis method used is Structural Equation Modeling based on Partial Least Squares (SEM-PLS). Results: The results indicate that host interaction, viewing intensity, and promotions positively and significantly influence impulsive purchasing. This suggests that stronger host communication, more frequent viewing exposure, and more attractive promotions increase the likelihood of consumers making spontaneous purchases. Novelty: Therefore, optimizing live-streaming interaction, audience engagement, and real-time promotional strategies can be prioritized to improve impulsive sales performance.
Co-Authors Andry Rachmadhany Bayu Hari Prasojo Erneisha Adiesti Septanaya Fandy Al Ubaidah Istian Kriya Almanfaluti Khurrotul Lutfiyah Lilik Indayani Luke Farrer Azsyams Mochamad Rizal Yulianto Mohammad Rafli Septian Muhammad Yani Ramadhani Dwi Priyanto Rendy Adi Saputra Satrio Sudarso Yesika Larasati