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All Journal JURNAL BISNIS STRATEGI
Owen Yehezkiel
Department of Management, University of Riau
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Artificial Intelligence and Digital Marketing Impact on Purchase Intention Mediated by Perceived Value on Shopee E-commerce Owen Yehezkiel
JURNAL BISNIS STRATEGI Vol 34, No 2 (2025): December
Publisher : Master of Management, Faculty of Economics and Business, Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jbs.34.2.142-148

Abstract

This study explores the effects of Artificial Intelligence (AI) and Digital Marketing on Purchase Intention, with Perceived Value as a mediator, in Shopee's e-commerce context. Using data from 290 University of Riau students analyzed via SEM-PLS, the study finds that AI positively impacts Perceived Value and Purchase Intention both directly and indirectly. In contrast, Digital Marketing positively influences Perceived Value but negatively affects Purchase Intention, with Perceived Value mitigating this impact. The findings highlight the importance of AI-driven personalization and the risks of overly aggressive Digital Marketing, offering insights for optimizing e-commerce strategies to improve user experience and drive purchases.
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