Pengaruh Video Marketing Berbasis Artificial Intelligence (AI), Paket Bundling, Dan Packaging Product, Terhadap Purchase Intention Pengguna Tiktok Shop
DOI:
https://doi.org/10.37385/ceej.v7i6.12263Keywords:
Video Marketing Berbasis AI, Paket Bundling, Packaging Product, Purchase IntentionAbstract
Dinamika persaingan dalam ekosistem e-commerce mendorong pelaku bisnis untuk mengembangkan strategi promosi yang inovatif guna meningkatkan purchase intention, khususnya pada platform TikTok Shop. Pemanfaatan video marketing berbasis Artificial Intelligence (AI), penawaran paket bundling, dan desain kemasan produk menjadi instrumen pemasaran yang berpotensi menarik perhatian serta mendorong minat beli konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh video marketing AI, strategi bundling, dan kemasan produk terhadap purchase intention konsumen TikTok Shop. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui penyebaran kuesioner kepada 120 responden aktif TikTok Shop. Data yang terkumpul dianalisis menggunakan perangkat lunak SmartPLS 4 dengan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS). Penelitian ini diharapkan dapat memberikan kontribusi terhadap pengembangan literatur manajemen pemasaran digital sekaligus menjadi referensi praktis bagi pelaku usaha dalam merancang strategi promosi yang efektif. Hasil penelitian diharapkan memberikan pemahaman empiris mengenai peran ketiga variabel tersebut dalam meningkatkan minat beli konsumen serta mendukung pengembangan strategi pemasaran digital yang adaptif dan kompetitif
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