<![CDATA[The growth of digital commerce has encouraged e-commerce platforms to combine technology and interactive experiences to influence consumer behavior. This study aims to analyze the effects of artificial intelligence marketing and gamification on purchase intention and purchase decisions among Lazada users in Sidoarjo, while also examining the effect of purchase intention on purchase decisions. The study employed a quantitative explanatory approach with purposive sampling involving 112 Lazada users who met the research criteria. Primary data were collected through a five-point Likert-scale questionnaire and analyzed using partial least squares structural equation modeling with SmartPLS 4.0. The results show that artificial intelligence marketing has a positive and significant effect on purchase intention with a coefficient of 0.599 and on purchase decisions with a coefficient of 0.614. Gamification also has a positive and significant effect on purchase intention with a coefficient of 0.534 and on purchase decisions with a coefficient of 0.577. Purchase intention has a positive and significant effect on purchase decisions with a coefficient of 0.315. The model explains 70.2 percent of the variance in purchase intention and 80.4 percent of the variance in purchase decisions. The novelty of this study lies in examining both strategies simultaneously among Lazada users in Sidoarjo. The validity and reliability findings show that all constructs meet the measurement criteria used, allowing the model to be analyzed further. The findings emphasize the importance of technology-based personalization and interactive shopping experiences in strengthening consumer responses.]]>
Copyrights © 2026
