Artificial Intelligence And Digital Marketing Impact On Purchase Intention Me…

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 d…