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All Journal Journal of Economic, Bussines and Accounting (COSTING) Community Development Journal: Jurnal Pengabdian Masyarakat
Raden Ayu Aisah Asnawi
Universitas Pattimura
Humanities Economics, Econometrics & Finance Education Health Professions Public Health

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IMPLEMENTATION OF ARTIFICIAL INTELLIGENCE AND DIGITAL MARKETING ON MILLENNIALS' PURCHASE INTENTION ON THE TIKTOK SHOP PLATFORM THROUGH E-WOM AS A MEDIATING VARIABLE Nargis Jihan Pratami Bantam; Raden Ayu Aisah Asnawi; Victor Ernest Huwae
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 2 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v8i2.14918

Abstract

This study examines the impact of Artificial Intelligence (AI) and Digital Marketing (DM) on Purchase Intention (PI) among millennial consumers on TikTok Shop, with Electronic Word-of-Mouth (e-WOM) as a mediating variable. Using Structural Equation Modeling-Partial Least Squares (SEM-PLS), this research empirically validates the relationships between AI, DM, e-WOM, and PI. The findings indicate that AI-driven personalization and DM strategies significantly influence e-WOM, which in turn enhances PI. AI applications, such as chatbots and personalized recommendations, improve consumer engagement, prompting them to share positive experiences through e-WOM. Similarly, DM strategies, including influencer marketing and interactive social media campaigns, increase consumer discussions and brand credibility, strengthening e-WOM’s role as a persuasive mechanism. The mediation analysis confirms that e-WOM serves as a crucial intermediary, bridging the gap between AI, DM, and PI. These results provide theoretical contributions by integrating AI, DM, e-WOM, and PI into a comprehensive model, highlighting their synergistic effects in social commerce environments. From a managerial perspective, businesses should prioritize AI-driven automation, targeted digital marketing, and e-WOM optimization to enhance consumer engagement and drive purchasing behavior. As social commerce evolves, leveraging technology-enhanced marketing strategies will be essential for businesses to maintain competitive advantage and consumer loyalty.
MEMBIDIK PELUANG WIRAUSAHA YANG TEPAT DI GENERASI MILENIAL Raden Ayu Aisah Asnawi; Evracia Turukay; Semuel Souhoka; Hanifa Bennu Nur
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 6 (2024): Vol. 5 No. 6 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i6.37686

Abstract

Pelatihan ini bertujuan untuk menumbuhkan budaya kewirausahaan di kalangan mahasiswa, memotivasi mereka untuk menjadi wirausahawan melalui ilmu pengetahuan, teknologi, dan seni, mengubah pola pikir dari pencari kerja menjadi pencipta lapangan kerja, dan meningkatkan keterampilan berbisnis. Kegiatan pelatihan kewirausahaan ini diikuti oleh 50 mahasiswa dari Jurusan Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pattimura. Kegiatan ini menginspirasi semangat kewirausahaan dan membuka pintu peluang bisnis yang lebih luas, yang tidak terbatas bagi mahasiswa yang berani memulai usaha sendiri dan meraih kesuksesan daripada sekadar menjadi karyawan kantoran.
Co-Authors Evracia Turukay Hanifa Bennu Nur Nargis Jihan Pratami Bantam Semuel Souhoka Victor Ernest Huwae