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International Journal of Artificial Intelligence for Digital Marketing
Published by PT. Antis International Publisher
ISSN : -     EISSN : 30472903     DOI : https://doi.org/10.61796/ijaifd
Core Subject : Economy, Social,
Economics, Econometrics & Finance Environmental Science
International Journal of Artificial Intelligence for Digital Marketing proposes and fosters discussion on cutting-edge system theory and grounded research and practice addressing new ways of thinking, models and methodologies for understanding and acting within the complexities of market and organisational environments. The journal seeks to contribute to debates concerning the challenges of today regarding local and global economies and society. International Journal of Artificial Intelligence for Digital Marketing - provides a pragmatic view of the future of this area of marketing and focuses on what they describe as the tangible benefits offered by AI solutions. International Journal of Artificial Intelligence for Digital Marketing is designed to accelerate the adoption of AI technologies in the rapidly evolving digital marketing landscape and employs a comprehensive approach, incorporating surveys, exploration of existing AI solutions, and in-depth analysis of the results obtained.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 54 Documents
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CONSUMER RIGHTS AND CONTRACT FAIRNESS: COMPARATIVE STUDY Ismigul Farkhod Kizi, Kubaeva
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 1 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i1.290

Abstract

Objective: This study aims to compare the regulation of consumer contracts and unfair terms in the European Union (EU) and Uzbekistan, focusing on legal safeguards to protect consumers as the weaker party in contractual relationships. The research evaluates the extent to which these jurisdictions address information asymmetry and power imbalances through their legislative frameworks, with particular emphasis on the EU’s Unfair Contract Terms Directive (UCTD) and Uzbekistan’s broader consumer protection laws. Methods: The research employs a comparative legal analysis, reviewing legislative texts, judicial interpretations, and relevant case studies from both the EU and Uzbekistan. It examines the principles underlying the EU’s harmonized regulatory framework, including the contra proferentem rule and partial nullity, and contrasts these with Uzbekistan’s reliance on general prohibitions and undefined criteria for fairness in consumer contracts. Additionally, the study assesses the practical implications of these legal approaches for consumers and businesses. Results: The findings reveal significant differences in consumer protection mechanisms between the EU and Uzbekistan. The EU’s detailed and harmonized framework offers clear definitions, illustrative examples, and principles to mitigate power imbalances, ensuring consistent application across member states. In contrast, Uzbekistan’s legislation lacks specific criteria for unfair terms, leading to potential inconsistencies in judicial practice and weaker consumer trust in regulatory protections. Novelty: This study contributes to the comparative discourse on consumer protection by highlighting the advanced features of the EU’s legal framework and identifying gaps in Uzbekistan’s approach. It proposes adopting key elements of the UCTD, such as defining unfair terms, incorporating criteria like significant imbalance and breach of good faith, and introducing protective measures for pre-drafted contracts. These insights provide valuable guidance for policymakers seeking to strengthen consumer protection in developing legal systems.
REGULATION OF CONSULTING SERVICES BASED ON DIGITAL TECHNOLOGIES: CIVIL LAW ASPECTS Asadov, Shahriddin Fakhriddin Ugli
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 1 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i1.291

Abstract

Objective: This study aims to analyze the civil legal framework regulating consulting services based on digital technologies, with a focus on the legal challenges emerging from the transition from traditional to digital platforms in Uzbekistan. Method: Employing systematic, comparative legal, and statistical analyses, the research examines electronic contracts, the rights and obligations of parties, and mechanisms for dispute resolution within the context of Uzbekistan's "Digital Uzbekistan – 2030" strategy. Results: The findings reveal significant gaps in existing regulations concerning service quality, confidentiality, and liability in digital consulting services. The study proposes legislative reforms, including amendments to the Civil Code and the Law "On Electronic Commerce," alongside recommendations for the development of a specialized law on consulting services. Additionally, institutional improvements such as certification systems for digital platforms and the establishment of quality standards are suggested to strengthen regulatory oversight. Novelty: This research contributes novel insights by highlighting the specific legal challenges of digital consulting services in Uzbekistan and offering comprehensive legal and institutional reform strategies to foster consumer protection and support the growth of digital consulting within the rapidly evolving digital economy.
TRANSFORMATION PROCESSES IMPLEMENTED IN THE BANKING SYSTEM AND POSSIBILITIES OF IMPLEMENTING IT IN OUR COUNTRY Kholmuradovich, Suyunov Dilmurod; Khusan, Ergashev; Mirzabek, Ergashev
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 1 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i1.299

Abstract

Objective: This study aims to analyze the New Uzbekistan Development Strategy for 2022-2026, which seeks to make the digital economy the main driver of economic growth by increasing its volume by at least 2.5 times. Additionally, it examines the strategy’s goal of completing the transformation of state-owned commercial banks and increasing the share of private banks in total bank assets to 60% by the end of 2026. Method: The research involves an in-depth analysis of the modernization processes in the banking sector, focusing on mutual trust and transparency between banks and clients. It also reviews global practices and the impact of scientific and technological progress on banking activities. Results: Findings indicate that the rapid adoption of advanced technological solutions is essential for the modernization of the banking system. Furthermore, increasing transparency and trust between banks and customers is a key factor in achieving sustainable growth. The study also highlights the potential challenges in balancing state-owned and private banking sector contributions. Novelty: This study provides a comprehensive evaluation of the role of digital transformation in banking modernization within the framework of Uzbekistan's development strategy. It offers new insights into the factors influencing financial sector reforms and the impact of scientific and technological advancements on banking efficiency.
ISSUES OF INTRODUCING INNOVATION TO SMALL BUSINESSES Xusniddin Akmaljon ugli, Adaxamov; Rahmatullo Alojonovich, Rashidov
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 2 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i2.305

Abstract

Objective: This study examines the economic implications of adopting innovative technologies in small business manufacturing settings compared to traditional methods. Method: A systematic comparative analysis was conducted by evaluating key economic indicators—including productivity, cost efficiency, and profitability—across a sample of small business entities producing tangible products, with data gathered through quantitative methodologies and supported by case studies. Results: Findings reveal that businesses integrating innovative technologies experience significant improvements in operational efficiency and competitive positioning, demonstrating enhanced financial performance relative to those employing conventional practices. Novelty: The research contributes novel insights by identifying critical factors that drive the successful implementation of innovative strategies within small enterprises and by proposing tailored recommendations for optimizing technology adoption. These insights provide a framework for understanding the interplay between technological innovation and economic performance in small business contexts, offering a valuable basis for future studies and policy development aimed at fostering sustainable growth and resilience in the sector.
TRANSFORMATION PROCESSES IMPLEMENTED IN THE BANKING SYSTEM AND POSSIBILITIES OF IMPLEMENTING IT IN OUR COUNTRY Dilmurod Kholmuradovich, Suyunov; Khusan, Ergashev; Mirzabek, Ergashev
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 2 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i2.306

Abstract

Objective: This study examines the economic implications of adopting innovative technologies in small business manufacturing settings compared to traditional methods. Method: A systematic comparative analysis was conducted by evaluating key economic indicators—including productivity, cost efficiency, and profitability—across a sample of small business entities producing tangible products, with data gathered through quantitative methodologies and supported by case studies. Results: Findings reveal that businesses integrating innovative technologies experience significant improvements in operational efficiency and competitive positioning, demonstrating enhanced financial performance relative to those employing conventional practices. Novelty: The research contributes novel insights by identifying critical factors that drive the successful implementation of innovative strategies within small enterprises and by proposing tailored recommendations for optimizing technology adoption. These insights provide a framework for understanding the interplay between technological innovation and economic performance in small business contexts, offering a valuable basis for future studies and policy development aimed at fostering sustainable growth and resilience in the sector.
ARTIFICIAL INTELLIGENCE (AI), DIGITAL MARKETING AND POPULARITY ON PURCHASE INTENTIONS FOR VIRTUAL CONCERTS IN KOREAN GIRLBAND AESPA Al Ubaidah, Fandy; Almanfaluti, Istian Kriya; Yulianto, Mochamad Rizal; Pebrianggara, Alshaf
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.339

Abstract

Objective:  The impact of the Behavioral Control Model, Personal Innovation, and Technology Acceptance on Shopee Online Purchase Interest is examined in this study. Method: Data was gathered from 96 respondents via questionnaires sent to Shopee platform users utilizing a quantitative study design and SmartPLS software. Results: These results show a favorable association between the factors of the Technology Acceptance Model, Personal Innovation, and Behavioral Control, and how these affect Online Purchase Interest. The study's findings emphasize the significance of the Shopee platform's use of the technology acceptance model, consumer creativity, and the application of efficient behavioral management to boost platform users' enthusiasm in making purchases. Novelty: The implications of this research contribute to consumer understanding in the context of online product or service shopping, assisting researchers in developing strategies that can increase customer engagement and satisfaction.
INNOVATION RECOGNITION, INDIVIDUAL PROGRESS AND IMPLICATIONS OF BEHAVIORAL CONTROL FOR ONLINE PURCHASE CHOICES Septian, Mohammad Rafli; Pebrianggara, Alshaf; Rachmadhany, Andry; Prasojo, Bayu Hari
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.340

Abstract

Objective:  This study investigates the influence of behavioral control model, personal innovation, and technology adoption on Shopee purchase intention. Method: Data from 96 respondents were collected using the quantitative research design using SmartPLS software through surveys sent to the user platform Shopee. Results: These results indicate a positive relationship between the technology acceptance model, personal innovativeness, and behavioral control factors and how these factors influence purchase intention. Novelty: These findings highlight the importance of implementing a technology adoption model, consumer creativity, and efficient behavior management through the Shopee platform to increase purchase intention among platform users. The significance of this study is that it contributes to consumers' understanding of online product and service purchases and helps researchers develop strategies to increase customer engagement and satisfaction.
CONTENT MARKETING, DIGITAL INTERACTION, AND UPLOAD FREQUENCY ON CONSUMER PURCHASING DECISIONS IN DIGITAL MARKETING THROUGH INSTAGRAM SOCIAL MEDIA Salshabilla, Zalwa Raniah; Yulianto, Mochamad Rizal
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.418

Abstract

Objective: This study aims to analyze the influence of Content Marketing, digital interaction, and upload frequency on consumer purchasing decisions on Instagram. Method: The research method used a quantitative approach with a purposive sampling technique on 100 respondents, as well as multiple linear regression analysis using SPSS 25. Results: The results showed that marketing content had a positive but insignificant effect, while digital interaction and upload frequency had a significant positive effect on purchasing decisions. Simultaneously, all three variable had a significant effect with a contribution of 56,2%. Novelty: This finding emphasizes the importance of integrating content, interaction, and upload consistency to improve consumer purchasing decisions on Instagram.
ANALYSIS OF THE LSTM MODEL ON THE DEMAND PATTERNS OF INDONESIAN TRADITIONAL COOKIES IN ONLINE MARKETPLACES Azsyams, Luke Farrer; Pebrianggara, Alshaf; Almanfaluti, Istian Kriya
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.419

Abstract

Objective:  This study aims to analyze the application of the Long Short-Term Memory (LSTM) model in predicting demand patterns for Indonesian culinary products in online marketplaces. Method: Using monthly sales data from January 2022 to May 2024, the model was trained and evaluated with the metrics Mean Squared Error (MSE), Root Mean Squared Error (RMSE), and R². Results: The results showed an MSE of 899.70, an RMSE of 30.00, and an R² value of 0.09, indicating that the model has limitations in capturing variations in historical data. Nevertheless, LSTM still has potential as a forecasting tool for MSME entrepreneurs in decision-making related to inventory management, production planning, and marketing strategies. Novelty: Future research is recommended to expand the dataset, incorporate external factors such as seasonal trends and promotions, and explore hybrid approaches to improve prediction accuracy.
THE IMPACT OF ARTIFICIAL INTELLIGENCE (CHATGPT) ON PRODUCT AND SERVICE INNOVATION IN MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES) AMONG GENERATION Z ENTREPRENEURS Abimanyu, Mochammad Rakha; Almanfaluti, Istian Kriya; Prasojo, Bayu Hari
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.420

Abstract

Objective: This study aims to analyze the effect of ChatGPT utilization on product and service innovation in Micro, Small, and Medium Enterprises (MSMEs) managed by Generation Z in East Java. The purpose is to determine whether the application of artificial intelligence can significantly enhance the creativity, efficiency, and market relevance of MSME products and services. Method: The research employed a quantitative approach using a simple linear regression with the PLS-SEM method. A total of 99 respondents were selected through purposive sampling, focusing on Gen Z MSME owners who have used ChatGPT in their business activities. The data were analyzed using SmartPLS, which included measurement model testing (validity and reliability) and structural model testing (path coefficient, R², f², and significance). Results:  The findings indicate that ChatGPT usage has a positive and significant influence on product and service innovation, with a path coefficient value of 0.507, R² of 0.257, and f² of 0.346. These results demonstrate that although the explanatory power of the independent variable is statistically limited, the substantive effect is considered strong. This suggests that ChatGPT can support innovation processes by improving efficiency and enabling new ideas that align with market needs. Novelty: This research highlights the empirical evidence of how generative AI tools like ChatGPT can be directly linked to innovation outcomes among young entrepreneurs in Indonesia. The study contributes by emphasizing the role of AI adoption as a strategic driver of competitiveness for MSMEs in the digital era.

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