ANALISIS EFEKTIVITAS PERSONALIZED ADVERTISING BERBASIS ARTIFICIAL INTELLIGENCE (AI) PADA TIKTOK SHOP GENERASI Z DI JABODETABEK
Keywords:
Personalized Advertising, Artificial Intelligence, Social Commerce, Engagement, Purchase IntentionAbstract
Penelitian ini bertujuan untuk menganalisis efektifitas personalized advertising berbasis Artificial Intelligence (AI) terhadap kinerja pemasaran digital pada platform social commerce TikTok Shop. Variabel kinerja yang diteliti meliputi engagement, click-through rate (CTR), dan purchase intention. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik survei terhadap pengguna aktif social commerce. Data dianalisis menggunakan analisis deskriptif dan inferensial melalui perangkat lunak statistik. Hasil penelitian menunjukkan bahwa personalized advertising berbasis AI berpengaruh positif dan signifikan terhadap engagement, CTR, dan purchase intention. Temuan ini memberikan kontribusi teoretis pada pengembangan kajian pemasaran digital serta implikasi praktis bagi pelaku bisnis dalam mengoptimalkan strategi iklan berbasis data.
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