CD Skripsi

Artificial Intelligence And Digital Marketing Impact On Purchase Intention Mediated By Perceived Value On Shopee E-Commerce

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ABSTRACT
This study examines the impact of Artificial Intelligence (AI) and Digital
Marketing on Purchase Intention, with Perceived Value as a mediating variable, in
the context of Shopee e-commerce. Data collected from 290 respondents
(University of Riau students) were analyzed using SEM-PLS. The findings reveal
that AI positively influences Perceived Value and Purchase Intention, both
directly and indirectly, while Digital Marketing positively affects Perceived Value
but has a significant negative direct impact on Purchase Intention. Perceived
Value mitigates this negative effect, highlighting the importance of AI-driven
personalization in enhancing consumer perceptions and decision-making, while
cautioning against overly aggressive Digital Marketing strategies.
Keywords : Artificial Intelligence, Digital Marketing, Perceived Value,
Purchase Intention, SEM-PLS, Shopee

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102114173

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102114173

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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