<![CDATA[This research aims to develop a fundamental model that links digital stimulus to consumer purchasing decisions, with AI-based marketing strategies as a moderator variable. The development of digital technology has revolutionized consumer behavior in the purchase decision-making process. Digital stimuli, such as personalized advertising, artificial intelligence-based interactions (including chatbots and virtual assistants), automated product recommendations, and interactive UI/UX designs, are increasingly influencing consumer preferences. However, research that comprehensively examines the relationship between digital stimulus, AI-based marketing strategies, and purchasing decisions is still limited, especially in Indonesia. The novelty of this research lies in the integration of consumer behavior analysis with machine learning approaches to validate prediction models of purchase decisions. The method employed was a survey of 420 active digital consumers, followed by Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis and algorithmic validation using Random Forest and Gradient Boosting. The results show that personalized advertising and UI/UX design have a significant positive effect on purchase intent, which is further the primary determinant of purchase decisions. Machine learning-based pricing strategies have been demonstrated to enhance the effectiveness of personalized advertising. At the same time, AI interactions, product recommendations, sentiment analysis, and customer engagement moderation are not significant. Algorithmic validation confirms a very high prediction accuracy (96.9%–98.3%), indicating that the model reliably maps the behavior patterns of digital consumers. Theoretically, this study enriches the literature on digital consumer behavior while providing practical recommendations for e-commerce to optimize ad personalization, enhance UI/UX design, and leverage AI-based pricing strategies. The implications of this research are also relevant for regulators in strengthening ethical policies and developing the national digital economy ecosystem]]>
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