Artificial Intelligence and Digital Marketing Impact on Purchase Intention Mediated by Perceived Value on Shopee E-commerce

Owen Yehezkiel (Department of Management, University of Riau)

JURNAL BISNIS STRATEGI
Vol 34, No 2 (2025): December

This study explores the effects of Artificial Intelligence (AI) and Digital Marketing on Purchase Intention, with Perceived Value as a mediator, in Shopee's e-commerce context. Using data from 290 University of Riau students analyzed via SEM-PLS, the study finds that AI positively impacts Perceived Value and Purchase Intention both directly and indirectly. In contrast, Digital Marketing positively influences Perceived Value but negatively affects Purchase Intention, with Perceived Value mitigating this impact. The findings highlight the importance of AI-driven personalization and the risks of overly aggressive Digital Marketing, offering insights for optimizing e-commerce strategies to improve user experience and drive purchases.