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Dinasti International Journal of Education Management and Social Science
Published by Dinasti Publisher
ISSN : 26866358     EISSN : 26866331     DOI : https://doi.org/10.31933/dijemss
Core Subject : Education,
Education
Dinasti International Journal of Education Management and Social Science (DIJEMSS) is the scientific journal of educational and social science research published since 2019 by Dinasti Publisher. Dinasti International Journal of Education Management and Social Science (DIJEMSS) articles which contribute to the understanding, theoretical development, theoretical concept and implementation of theories of education al any levels. This Journal publishes Original Research Articles, Review, Short Communications, Essays and Case Studies within the whole field of Education and Social Science their related and applied fields.
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 1,382 Documents
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AI-Powered Digital Marketing and Its Impact on Customer Engagement and Purchase Intention: The Mediating Role of Brand Trust in E-Commerce Platforms H.M.Noor Sembiring
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i4.6625

Abstract

The rapid advancement of artificial intelligence has significantly transformed digital marketing practices, particularly in e commerce platforms. AI powered digital marketing enables firms to analyze consumer behavior, personalize promotional messages, and improve the effectiveness of marketing communication strategies. In highly competitive online marketplaces such as Shopee, Tokopedia, and Blibli, companies increasingly utilize artificial intelligence to enhance customer interaction and influence purchasing decisions. However, the effectiveness of AI driven marketing strategies does not depend solely on technological capability but also on consumers’ trust in the brand. Without sufficient trust, consumers may hesitate to respond to algorithm based marketing recommendations. Therefore, understanding the role of brand trust in mediating the relationship between AI powered digital marketing and consumer purchase intention becomes increasingly important in digital commerce environments. This study aims to analyze the influence of AI Powered Digital Marketing on Customer Engagement and Purchase Intention with Brand Trust as a mediating variable in e commerce platforms. The research employs a quantitative explanatory design using a survey approach. Data were collected from 200 consumers who purchased herbal medicine products through e commerce platforms, consisting of 85 Shopee customers, 60 Tokopedia customers, and 55 Blibli customers. The data were analyzed using Structural Equation Modeling to test the direct and indirect relationships among the variables. AI-powered digital marketing significantly influences customer engagement and purchase intention, both directly and through brand trust on Customer Engagement. Customer Engagement significantly affects Purchase Intention, indicating that consumers who actively interact with digital marketing content are more likely to develop stronger purchasing intentions. The findings also reveal that AI Powered Digital Marketing directly influences Purchase Intention. Furthermore, Brand Trust significantly mediates the relationship between AI Powered Digital Marketing and Purchase Intention, demonstrating that trust plays an important role in strengthening the effectiveness of AI driven marketing strategies. This study contributes to digital marketing literature by integrating artificial intelligence capability, customer engagement, and brand trust into a comprehensive model explaining purchase intention in e commerce platforms. The findings suggest that companies should not only focus on technological sophistication but also prioritize transparency and trust building strategies to maximize the effectiveness of AI powered marketing.
Fostering Employee Loyalty via Entrepreneurial Behavior: The Mediating Role of the Work Environment Ali Jufri; Pebi Kurniawan; Sari Laelatul Qodriah; Warda Litvia
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i4.6627

Abstract

Entrepreneurial behavior plays a crucial role in enhancing organizational sustainability, particularly in small-scale agro-industrial sectors where employee loyalty remains a key challenge. This study aims to examine the effect of entrepreneurial behavior on employee loyalty, with the work environment as a mediating variable in rice milling enterprises. A quantitative approach was employed using a census sampling technique involving 68 employees from three rice mills in Cirebon (PB. AP, PB. Matahari, and PB. NO). Data were collected through structured Likert-scale questionnaires and analyzed using SPSS, including validity and reliability tests, classical assumption testing, multiple linear regression, and the Sobel test for mediation analysis. The results reveal that entrepreneurial behavior has a positive and statistically significant direct effect on employee loyalty, while also significantly influencing the work environment. Furthermore, the work environment positively and significantly affects employee loyalty and partially mediates the relationship between entrepreneurial behavior and employee loyalty, indicating both direct and indirect pathways. These findings highlight the novelty of integrating entrepreneurial behavior and work environment dynamics in explaining employee loyalty. They also emphasize the importance of fostering entrepreneurial practices and supportive work environments to improve employee retention and organizational performance in agro-industrial settings ee retention and organizational performance in agro-industrial settings.

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