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All Journal Kompak : Jurnal Ilmiah Komputerisasi Akuntansi Jurnal Transformatika Journal of Economic, Bussines and Accounting (COSTING) Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Majalah Ilmiah Bijak EVOLUSI : Jurnal Sains dan Manajemen International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Jurnal Komunitas: Jurnal Pengabidian Kepada Masyarakat Jurnal Teknologi Informasi dan Komunikasi Journal of Innovation in Community Empowerment (JICE) Bima Journal : Business, Management and Accounting Journal Dinamika JURNAL AKUNTANSI DAN BISNIS Journal of Management and Social Sciences Community: Jurnal Pengabdian Pada Masyarakat Journal of Management and Creative Business Jurnal Riset Manajemen Journal of Management and Informatics Majapahit Journal of Islamic Finance dan Management Moneter : Jurnal Ekonomi dan Keuangan Majapahit Journal of Islamic Finance dan Management Jurnal Bisnis Kreatif dan Inovatif International Journal of Economics, Business and Innovation Research Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Jurnal Pengabdian Kepada Masyarakat Indonesia Jurnal Teknik Informatika dan Teknologi Informasi
Myra Andriana
Universitas Sains Dan Teknologi Komputer
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Other

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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 Abdullah Agustinus Budi Santoso Arie Atwa Magriyanti Arrizki Perdana Bambang Widjanarko Susilo Chindy Utami Lindiawati Dewi Widyaningsih Dewi Widyaningsih Dewinta Kumalasari Dhea Ayu Cahyaningsih Dian Amanda Putri Dwi Astutik Echan Adam Edwin Zusrony Erlinda Sholihah Erma Septiana Fia Rafiana Gabriela Yabestania Shekinah Haryo Kusumo Heni Dwi Listiyaningrum Heni Susilowati Imam Agus Faizal Irwan Sembiring Iwan Koerniawan Jarot Dian Susatyono Kristoko Dwi Hartomo Kusumajaya, Robby Andika Nadia Putri Wulandari Nasarina Yolita Dina Leki Nikita Yoan Oktaviyana Novita Jayanti Pemilia Sulistyowati Priyadi Priyadi Puteri Anindya Maulan Ratnaningrum Regita Ardilah Nurmala Reni Veliyanti Rimba Lestari Roymon Panjaitan Sindhu Rakasiwi Siti Rahmi, Siti Siti Silatur Rahmi Suprapti Tantiek Sumarlin Tantiek Sumarlin Tantiek Sumarlin Tantik Sumarlin . Tavika Trirahma Titin Hargyatni Viktoria Tridelfi Luruk Wahyudin Noor Wesly Tumbur ML Tobing Wimber Jerry Panjaitan Wimber Jerry Panjaitan Yuli Fitrianto Yulia Sinta Wati Ulfa Zahra Dinul Khaq Zahra Dinul Khaq