Model Integratif Artificial Intelligence dalam Meningkatkan Kinerja Pemasaran melalui Personalisasi Pelanggan dan Brand Engagement pada Platform E-Commerce Produk Kosmetik Muslimah

Kurbandi Satpatmantya Budi Rochayata; Wening Ken Widodasih; Wirajannasto Aptaveda Bhanu Rajendra; Rafly Dwi Putra; Nurhayanto

doi:10.55681/armada.v4i9.3860

Authors

Kurbandi Satpatmantya Budi Rochayata Fakultas Ekonomi dan Bisnis, Universitas Pelita Bangsa, Indonesia
Wening Ken Widodasih Fakultas Ekonomi dan Bisnis, Universitas Pelita Bangsa, Indonesia
Wirajannasto Aptaveda Bhanu Rajendra Fakultas Ekonomi dan Bisnis, Universitas Pelita Bangsa, Indonesia
Rafly Dwi Putra Fakultas Ekonomi dan Bisnis, Universitas Pelita Bangsa, Indonesia
Nurhayanto Fakultas Ekonomi dan Sosial, Universitas Amikom, Indonesia

DOI:

https://doi.org/10.55681/armada.v4i9.3860

Keywords:

AI, Personalisasi Pelanggan, Keterlibatan Merek, Kinerja Pemasaran, Kosmetik Muslimah, E-Commerce

Abstract

Penelitian ini bertujuan untuk menganalisis peran AI dalam personalisasi pelanggan, mengkaji dampaknya terhadap keterlibatan merek dan kinerja pemasaran, serta merumuskan model AI integratif untuk platform e-commerce kosmetik Muslimah. Desain penelitian kuantitatif eksplanatori digunakan dengan melibatkan 150 responden (pengguna aktif Shopee, Tokopedia, dan Lazada yang telah melakukan setidaknya dua kali pembelian produk kosmetik Muslimah dalam enam bulan terakhir). Data dianalisis menggunakan SEM berbasis varians (SmartPLS 4). AI memiliki pengaruh positif terhadap personalisasi pelanggan (β=0,612; p<0,001). Personalisasi berpengaruh positif terhadap keterlibatan merek (β=0,574; p<0,001) dan kinerja pemasaran (β=0,328; p<0,01). Keterlibatan merek berpengaruh positif terhadap kinerja pemasaran (β=0,451; p<0,001). Personalisasi memediasi secara penuh hubungan antara AI dan kinerja pemasaran. Nilai R-square untuk kinerja pemasaran adalah 0,485. Model integratif yang dihasilkan dapat menjadi panduan bagi bisnis kosmetik Muslimah dalam mengoptimalkan AI untuk personalisasi berbasis halal, memperkuat keterlibatan merek, dan meningkatkan kinerja pemasaran yang berkelanjutan.

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