Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal MANAJEMEN DEWANTARA
Serlyana, Riska Dara
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH DIGITAL MARKETING DAN ARTIFICIAL INTELLIGENCE TERHADAP PURCHASE DECISION MELALUI CUSTOMER SATISFACTION SEBAGAI MEDIASI Serlyana, Riska Dara; Roosdhani, Mohamad Rifqy
MANAJEMEN DEWANTARA IN PRESS (2026)
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i2.22228

Abstract

This study examines how digital marketing and artificial intelligence (AI) influence consumer choices using customer satisfaction as a mediating variable. The study focuses on Glad2Glow, a local skincare product offered on Tokopedia. Using survey methods and quantitative methodology, SmartPLS 4.0 was used to assess data from 100 Generation Z respondents in Jepara Regency who had made online purchases. The results indicate that digital marketing and artificial intelligence (AI) increase customer satisfaction, which in turn significantly influences purchasing decisions. Furthermore, it is demonstrated that customer satisfaction acts as a mediator in the relationship between digital marketing and AI on purchasing decisions. This study offers theoretical additions to the digital marketing literature as well as practical applications for local brands and MSMEs leveraging digital tactics and AI technologies to improve consumer satisfaction and purchasing decisions.
Co-Authors Mohamad Rifqy Roosdhani