Artificial Intelligence Utilization on Consumer Purchase Decisions

Artificial Intelligence (AI) has big potential in marketing. With AI, we can with fast determine content What will targeted to which customers and channels will be used at the time, thanks to the data collected and generated by its algorithms. Objective study This done for know the influence of AI on digital marketing on Purchase Decision. Design study This is descriptive and verification methods. research used in research This is method quantitative. Research This using 78 samples of students who shop use application in look for products and choose products. Data collected analyzed use SEM PLS application. Research results show that in a way direct Information Quality no influence on Purchase Decision, Interactive Experience in general have a direct influence on purchase decisions, and utilitarian value is also a direct influence. Information quality is influential towards utilitarian value and interactive experience and also has an influence towards utilitarian value. While relationship test results no direct evidence shows that utilitarian value becomes an important mediator in the connection between information quality and purchase decision. And Interactive Experience has an influence, direct and indirect, against the purchase decision, but effect mediation through utilitarian value is not significant. From the results, studies show that the use of AI on digital marketing platforms is very helpful for consumers to be more fast and accurate in finding suitable products with needs and wants. Besides that, with enterprise AI assistance, they can know things to do to improve use and increase consumer decisions for purchasing products.