The Impact of Artificial Intelligence (AI) -Based Marketing and Lifestyle Changes on Purchasing Decisions for Samsung Galaxy Flip5 Smartphones

Dayang Dea Dwi Sari
Tezar Arianto
Mimi Kurnia Nengsih
Ade Tiara Yulinda

International Journal Business, Management and Innovation Review
Vol. 2 No. 2 (2025): : International Journal Business, Management and Innovation Review

This study aims to examine the impact of Artificial Intelligence (AI) -based marketing and lifestyle changes on purchasing decisions for Samsung Galaxy Flip 5 smartphones. The research adopts a quantitative approach, involving a sample of 110 respondents who utilize AI features on Samsung devices at Toko Jaya Ponsel Bengkulu. The results indicate that AI-based marketing and lifestyle changes have a positive and significant influence on purchasing decisions, both partially and simultaneously. Specifically, the findings reveal that AI-based marketing and lifestyle changes account for 24.1% of the variance in purchasing decisions. These findings have strategic implications for Samsung and Toko Jaya Ponsel Bengkulu, emphasizing the importance of leveraging AI-based marketing strategies and understanding consumers’ evolving lifestyles to enhance sales performance.