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All Journal International Journal of Artificial Intelligence Research Kontigensi: Jurnal Ilmiah Manajemen
Sanantagraha, Arnastya Iswara
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Social Sciences

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Enchancing Online Consumer Experience Through Artificial Intelligence In CRM: The Mediating Role of Digital HR Mahadewi, Erlina Puspitaloka; Sanantagraha, Arnastya Iswara
International Journal of Artificial Intelligence Research Vol 8, No 1.1 (2024)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v8i1.1.1283

Abstract

This study aims to analyze the impact of implementing Artificial Intelligence (AI) in managing Customer Relationship Management (CRM) on online consumer experience, with the role of digital HR as a mediator. The implementation of AI in CRM has become an increasingly popular strategy among companies to improve customer interaction, personalization, and satisfaction. However, its effectiveness depends not only on the technology used, but also on the ability of digital HR to manage and optimize it. The research method used is a quantitative approach with a survey of 200 online consumers who interact with companies that use AI-based CRM. Data were analyzed using a path analysis model to test the direct and indirect relationships between independent variables (AI implementation in CRM), mediator variables (digital HR competencies or roles), and dependent variables (online consumer experience). The results of the study show that the implementation of AI in CRM has a significant positive effect on online consumer experience. In addition, digital HR competency acts as a strong mediator, where high HR quality in managing AI technology strengthens the relationship between AI use and improved consumer experience. These findings indicate that in addition to investing in AI technology, companies need to focus on improving digital HR competency to achieve optimal results. This research provides practical implications for companies in designing more effective customer management strategies by combining AI technology and HR development. In addition, these results also provide insights for academics for further research on the role of digital HR in the era of automation and digitalization.
The Impact Of Artificial Intelligence On Consumer Behavior: A Comprehensive Review Of Marketing Strategies In The Digital Age Mahadewi, Erlina Puspitaloka; Sanantagraha, Arnastya Iswara; Sugiharto, Amo
Kontigensi : Jurnal Ilmiah Manajemen Vol 13 No 1 (2025): Kontigensi: Jurnal Ilmiah Manajemen
Publisher : Program Doktor Ilmu Manajemen, Universitas Pasundan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/jimk.v13i1.687

Abstract

The advancement of Artificial Intelligence (AI) technology has brought significant changes to consumer behavior and marketing strategies in the digital age. This study aims to provide a comprehensive review of the impact of AI on consumer behavior while exploring marketing strategies adopted by businesses to address these changes. By utilizing literature analysis from recent journals, books, and scholarly articles, this research highlights how AI technologies—such as predictive algorithms, personalization, and chatbots—affect consumer decision-making processes, enhance customer experiences, and accelerate purchasing behaviors. On the other hand, AI also introduces new challenges related to privacy, ethics, and consumer trust in technology. The findings of this study reveal that companies successfully implementing AI into their marketing strategies are able to foster closer relationships with customers through more relevant and data-driven interactions. In this context, the role of technology in understanding consumer needs and preferences becomes a key driver of marketing success. This study provides valuable insights for academics and practitioners on how AI is transforming the marketing and consumer behavior landscape, while also recommending best practices for leveraging this technology. As such, this research emphasizes the importance of adapting to AI technologies to create added value in an increasingly competitive market.
Co-Authors Mahadewi, Erlina Puspitaloka Sugiharto, Amo