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All Journal MIX : Jurnal Ilmiah Manajemen EKONOMIS : Journal of Economics and Business Martabe : Jurnal Pengabdian Kepada Masyarakat Majalah Ilmiah Warta Dharmawangsa Reswara: Jurnal Pengabdian Kepada Masyarakat Bisnis Net : Jurnal Ekonomi dan Bisnis Jurnal Visi Pengabdian Kepada Masyarakat Jurnal Transformasi Administrasi Dharmawangsa: International Journal of the Social Sciences, Education and Humanitis Journal Economic Management and Business Jurnal Pengabdian Masyarakat SAPANGAMBEI MANOKTOK HITEI JUDIS : Jurnal Multidisiplin dan Sains Proceedings of The International Conference on Computer Science, Engineering, Social Sciences, and Multidisciplinary Studies
Nasution, Umar Hamdan
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Nursing Social Sciences Other

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Fundamental Models of Digital Stimulus on Consumer Purchasing Decisions: Implications For AI-Based Marketing Strategies and The Digital Economy Nasution, Umar Hamdan; Zahri, Cut; Rahman, M. Arif
Proceedings of The International Conference on Computer Science, Engineering, Social Science, and Multi-Disciplinary Studies Vol. 1 (2025)
Publisher : CV Raskha Media Group

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64803/cessmuds.v1.11

Abstract

This research aims to develop a fundamental model that links digital stimulus to consumer purchasing decisions, with AI-based marketing strategies as a moderator variable. The development of digital technology has revolutionized consumer behavior in the purchase decision-making process. Digital stimuli, such as personalized advertising, artificial intelligence-based interactions (including chatbots and virtual assistants), automated product recommendations, and interactive UI/UX designs, are increasingly influencing consumer preferences. However, research that comprehensively examines the relationship between digital stimulus, AI-based marketing strategies, and purchasing decisions is still limited, especially in Indonesia. The novelty of this research lies in the integration of consumer behavior analysis with machine learning approaches to validate prediction models of purchase decisions. The method employed was a survey of 420 active digital consumers, followed by Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis and algorithmic validation using Random Forest and Gradient Boosting. The results show that personalized advertising and UI/UX design have a significant positive effect on purchase intent, which is further the primary determinant of purchase decisions. Machine learning-based pricing strategies have been demonstrated to enhance the effectiveness of personalized advertising. At the same time, AI interactions, product recommendations, sentiment analysis, and customer engagement moderation are not significant. Algorithmic validation confirms a very high prediction accuracy (96.9%–98.3%), indicating that the model reliably maps the behavior patterns of digital consumers. Theoretically, this study enriches the literature on digital consumer behavior while providing practical recommendations for e-commerce to optimize ad personalization, enhance UI/UX design, and leverage AI-based pricing strategies. The implications of this research are also relevant for regulators in strengthening ethical policies and developing the national digital economy ecosystem
KOLABORASI MAHASISWA DAN KARANG TARUNA MELALUI PROGRAM GEROBAK BACA SEBAGAI UPAYA MENINGKATKAN MINAT BACA ANAK Putri, Ranti Gatrizka; Wahyuni, Dewi; Nasution, Umar Hamdan
Martabe : Jurnal Pengabdian Kepada Masyarakat Vol 4, No 1 (2021): Martabe : Jurnal Pengabdian Kepada Masyarakat
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jpm.v4i1.159-170

Abstract

The background of this activity is the lack of reading books for children in Nelayan Indah Village and the inaccessibility of reading activities throughout the community in Nelayan Indah Village. The Read Cart program aims to facilitate reading activities to increase children's reading interest in Nelayan Indah Village by bringing useful reading books to various areas in Nelayan Indah Village.               The cart program is carried out with students in collaboration with the Youth Organization in Nelayan Indah Village with the target audience being children in Nelayan Indah Village. The method of implementation in this program starts with the initial survey and identification of problems in Nelayan Indah Village, then needs analysis and solutions are carried out to the existing conditions, then the program is compiled and implemented, namely (1) Socialization of the Making of Reading Carts and Social Media Accounts for Reading Carts; (2) Designing Carts by Youth and Student Organizations; (3) Making a reading cart which is carried out offline; (4) Socialization of the Making of Carts Read Social Media Accounts; (5) Reading Cart Activities in the Field and Procurement of Competitions, as well as evaluation.               The results achieved were the creation of 2 reading carts with the same model and variation, there were more than 300 reading books consisting of fairy tale books, novels, story books, and general knowledge books, the creation of reading cart social media accounts, there were a module on how to create a social media account for Karang Taruna, and the implementation of competitions for children in Kelurahan Nelayan Indah.
Co-Authors Ahmad, Ikhwanul Al Firah, Al Firah Andika Andika Arif Rahman Arneta, Yaumi Arfah Noor Aurel, Nurul Bobby Hartanto Cittaro, Michael Cut Zahri, Cut Dewi Wahyuni Dewi Wahyuni Fandi Iskandar Sopang Fasyah, Shakira Firah, Al Harun Harun Hasbi, Roqy Herlia, Herlia Idris Idris Iskandar, Eddy Iwanda, Muya Syaroh Junaidi, Listya Devi Kartika Pratiwi Khairuni, Lila Lubis, Mhd Ridho Akbar Lumban Tobing, Maria Magdalena Nasution, Roni Ngatemin, Ngatemin Nurjannah Nurjannah Pratama, Rizki Purba, Rakhmawati Putri, Ranti Gatrizka Rabitha, Nurul Rahim, Rani Rahman, M. Arif Rahman, Muhammad Arif Rahmat Darmawan, Rahmat Ramadani, Anisa Fitri Riswandi, Sofi Sahnan Rangkuti Sarah Nasution Siahaan, Rumiris Simarmata, Devi Risda Sinaga, Kariaman Sinurat, Mangasi Siregar, Lukman Hakim Sopang, Fandi Iksandar Sopang, Fandi Iskandar Sukamto, Ika Sumiyarsi Syamsurizal - - syauqi, teuku Tampubolon, Ayu Azari Victor Victor Zhaki, Ahmad Zulkarnaen, Mierna Zulkarnain, Mierna