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All Journal Ekonomi Bisnis Jurnal Pendidikan dan Pemberdayaan Masyarakat SENTRALISASI JURNAL EKONOMI PENDIDIKAN DAN KEWIRAUSAHAAN Portofolio: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi Journal of Business Studies and Management Review Jurnal Ilmiah Manajemen dan Kewirausahaan JIMP: Jurnal Ilmiah Manajemen Pancasila Jurnal Pengabdian Masyarakat Unama
Mira Gustiana Pangestu
Universitas Dinamika Bangsa
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Journal : SENTRALISASI

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The Impact of AI-Based Marketing, Chatbots, and Social Media on Customer Satisfaction and the Economic Behavior of MSMEs Consumers in Jambi City Prasasti, Laura; Fahdillah, Yosi; Pangestu, Mira Gustiana
SENTRALISASI Vol. 15 No. 1 (2026): January
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v15i1.4952

Abstract

This study investigates the influence of AI-based marketing, chatbot services, and social media activities on customer satisfaction and consumer economic behavior among Micro, Small, and Medium Enterprises (MSMEs) in Jambi City. A quantitative approach was applied, and data were collected from 400 respondents using a structured questionnaire. The analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS 4. The results indicate that AI-based marketing, chatbot services, and social media engagement each have a significant positive effect on customer satisfaction. Furthermore, customer satisfaction significantly influences consumer economic behavior. The study also finds that customer satisfaction mediates the relationship between digital marketing strategies and consumer behavior. These findings highlight the strategic role of digital technologies in enhancing customer experiences and shaping consumer engagement in the MSME sector. 
Co-Authors Agustin, Aini Tri Carissa Margaretha Desy Ratna Wijaya Dwi Anggraini Fadhillah, Yosi Fadillah, Yosi Fahdillah, Yosi Febby Nanda Utami Irfan Hassandi Ivan Cristhian Johni Paul Karolus Pasaribu Kartika, Yulia Dwi Laras Sabrina, Hanan Marcel Rivaldo Marcellino Christian Muhammad Haris Saputra Nanda Utami , Febby Nelson Pandiangan Nia Rahayu Nia Rahayu Prasasti, Laura Qur’Aini, Thalya Rahayu , Nia Ramadhan, Raihan Fajri Septiawan Syaputra , Alfito Suratno, Eddy syahmardi yacob Syaputra, Alfito Septiawan Tri Agustin, Aini Usmayanti, Vivi Vivi Usmayanti Wahya Iffa Lubis Yosi Fadhillah yosi fahdillah Yossinomita Zhee Reylia Vauzan