The Influence of Artificial Intelligence and Digital Marketing on Consumer Buying Interest through Customer Experience on the Blibli Marketplace (Case Study on Students of the Faculty of Economics and Business, University of PGRI Palembang)
DOI:
https://doi.org/10.31851/jmwe.v23i1.21609Keywords:
Artificial Intelligence, Digital Marketing, Customer Experience, Purchase Intention, MarketplaceAbstract
This study aims to determine the influence of Artificial Intelligence and Digital Marketing on Purchase Intention with Customer Experience as a reinforcing variable among Blibli marketplace users. The research used a quantitative method with 83 student respondents from the FEB Universitas PGRI Palembang. Data analysis included validity, reliability, simple regression, and multiple regression tests. The results show that Artificial Intelligence significantly influences Purchase Intention (β = 0.535; Sig. 0.000), and Digital Marketing significantly influences Purchase Intention (β = 0.369; Sig. 0.000). Simultaneously, both variables have a significant influence (Sig. 0.000). Customer Experience is also proven to strengthen this relationship with a regression coefficient of 0.327. The study concludes that Artificial Intelligence technology, Digital Marketing strategies, and positive customer experience together are capable of increasing consumer Purchase Intention on the Blibli platform.
References
Agustin, Yona, Harmon Chaniago, Hidya Indira, Jurusan Administrasi Niaga, Politeknik Bandung State, and West Bandung Regency. 2025a. "The Effect of Artificial Intelligence (AI)-Based Digital Marketing on Consumer Buying Interest in E-Commerce (A Study on Shopee, Tokopedia and Lazada Users in Greater Bandung)." 9(2): 2025.
Agustin, Yona, Harmon Chaniago, Hidya Indira, Department of Commercial Administration, Bandung State Polytechnic, and West Bandung Regency. 2025b. "The Effect of Artificial Intelligence (AI)-Based Digital Marketing on Consumer Buying Interest in E-Commerce (A Study On Shopee, Tokopedia and Lazada Users In Greater Bandung)." 9(2): 2025.
Arviollisa, Putri Ayunda Dipta, Arianis Chan, and Healthy Nirmalasari. 2021. "The Effect of Artificial Intelligence on Customer Experience (A Study on Gojek Bandung Users, West Java)." AdBispreneur 6(2): 115. doi:10.24198/adbispreneur.v6i2.31076.
Aswar, N. F., Haeruddin, M. I. W., & Dharsana, M. T. (2025). The Effect of Artificial Intelligence Activities on Repurchase Intention through C Customer Experience on Grab Food Delivery Users in M Makassar City. Paradox: Journal of Economics, 8(2), 738-747.
Bawinto, E. M., Tumbel, A. L., & Loindong, S. S. (2024). The Effect of Artificial Intelligence and E-Service Quality on The Purchase Intention of The Netflix Application in Generation Z in North Sulawesi. EMBA Journal: Journal of Economics, Management, Business and Accounting Research, 12(03), 22-33.
Barrat, J. (2023). Our final invention: Artificial intelligence and the end of the human era. Hachette UK.
Badri, V. A., & Huda, M. (2024). The Influence of Artificial Intelligence Marketing and Content Marketing on Buying Interest and Purchase Decisions. Economic Reviews Journal, 3(4), 1545-1556.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk
Dignum, V. (2019). Responsible artificial intelligence: how to develop and use AI in a responsible way (Vol. 2156). Cham: Springer.
Deiss, R., & Henneberry, R. (2020). Digital marketing for dummies. John Wiley & Sons.
Edwin, W. S. (2023). The Influence of Digital Marketing on Purchase Intention with Brand Awareness as a Mediating Variable. International Journal of Review Management Business and Entrepreneurship (RMBE), 3(1), 21-29.
Ertel, W. (2024). Introduction to artificial intelligence. Springer Nature.
Eriana, E. S., & Zein, A. (2023). Artificial Intelligence (AI)
Fadilah Aswar, Nurul, Muhammad Ilham, Wardhana Haeruddin, and Muhammad Try Dharsana. 2025. "The Influence of Artificial Intelligence Activities on Repurchase
Fawaiz, A. (2024). Public Satisfaction: Changes in Consumer Buying Interest in Online Business Management. MASMAN Master of Management, 2(4), 136-154.
Finlay, J. (2020). An introduction to artificial intelligence. Crc Press. Intention through Customer Experience for Grab Food Delivery Users in Makassar City." PARADOX Journal of Economics 8(2).
Kotler, P., Armstrong, G., & Armstrong, G. M. (2010). Principles of marketing. Pearson Education India.
Pangkey, F. M., Furkan, L. M., & Herman, L. E. (2019). The influence of artificial intelligence and digital marketing on consumer buying interest. Journal of Master of Management Unram Vol, 8(3), 21-25.
Sugiyono. (2023). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alfabeta
Wardhana, A. (2024). Consumer Behavior in the Digital Era 4.0 – Indonesian Edition. Purbalingga: CV. Eureka Media Aksara.
Yusliani, Y., Robyardi, E., & Novalia, N. (2023). The Effect of Online Customer Reviews and Online Customer Ratings on Purchase Decisions through the Shopee Marketplace (Study on Students of the Faculty of Economics and Business, University of PGRI Palembang). Innovative: Journal Of Social Science Research, 3(5), 5575-5586.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Jurnal Media Wahana Ekonomika
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The copyright of the received article shall be assigned to the publisher of the journal licensed under a Creative Commons Attribution-NonCommercial 4.0 International License in line with the license, authors and any users (readers and other researchers) are allowed to share and adapt the material only for non-commercial purposes. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
