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All Journal Journal of Management and Social Sciences
Chindy Utami Lindiawati
Universitas Sains dan Teknologi Komputer
Decision Sciences, Operations Research & Management Social Sciences Transportation

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Peran Inovasi Pemasaran terhadap Perilaku Beli Konsumen UMKM Toko 57 Plywood di Kabupaten Batang Chindy Utami Lindiawati; Dewi Widyaningsih; Myra Andriana
Journal of Management and Social Sciences Vol. 5 No. 4 (2026): November: Journal of Management and Social Sciences
Publisher : Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimas.v5i4.2931

Abstract

This study aims to analyze the influence of Artificial Intelligence marketing, dynamic pricing, brand trust, and customer experience on consumer purchasing behavior at 57 Plywood Store. A quantitative approach was used in the research method using a survey method through the distribution of questionnaires to 105 respondents whose assessments were measured using a standard 1–5-point Likert scale. The sampling technique used a purposive sampling method, so that only respondents who met certain criteria were included. Data analysis used multiple linear regression techniques assisted by data processing using SPSS version 30. The results of the study indicate that the variables of Artificial Intelligence marketing, dynamic pricing, brand trust, and customer experience have a partial and simultaneous influence on consumer purchasing behavior at 57 Plywood Store. This finding indicates that these four factors together shape purchasing decisions, where AI-based marketing personalization, competitive dynamic pricing, strong brand trust, and a positive shopping experience are the main keys in increasing purchasing behavior. Thus, 57 Plywood Store is advised to continue optimizing its digital strategy and building customer loyalty to maintain its competitive advantage.
Co-Authors Dewi Widyaningsih Myra Andriana