<![CDATA[The development of digital technology has fundamentally changed marketing worldwide. Modern marketing is a dynamic and multifaceted discipline that integrates traditional methods with cutting-edge technology to attract customers, foster brand loyalty, and increase revenue. However, integrating artificial intelligence (AI) into marketing has created a gap in the research literature on how AI tools affect brand development processes, such as brand loyalty. The present study examines the effects of Digital Marketing and AI Personalization on Brand Loyalty, with Brand Trust and Brand Experience as mediating variables. The research method uses a quantitative approach with purposive sampling. The study used Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from 310 respondents who are active users of e-commerce platforms in Indonesia and have used AI features. The results support all direct-effect hypotheses: Digital Marketing positively and significantly affects Brand Trust and Brand Experience; AI Personalization positively affects Brand Trust and Brand Experience; and Brand Trust and Brand Experience positively affect Brand Loyalty. All mediation hypotheses were supported with partial mediation, indicating that Brand Trust and Brand Experience are significant transmission mechanisms. This research theoretically combines SOR and TAM models into a comprehensive empirical model. In practice, e-commerce enterprises should design informative, interactive digital marketing strategies and ensure AI personalization aligns with principles of relevance, transparency, and ease of use to build long-term customer loyalty. ]]>
Copyrights © 2026
