Artificial Intelligence and Digital Marketing Role in Increasing Consumer Purchase Intention
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ABSTRACT: The millennial generation was born during a period of rapid technological adoption and development. This generation has become accustomed to utilizing technology to gather information and even make purchases. It’s fascinating to learn about the aspects that influence the millennial generation’s purchasing decisions. This study utilized artificial intelligence and digital marketing to collect data on the purchasing habits of the millennial population. 97 individuals were chosen for the study by purposive sampling. SEM is a technique for analyzing research data. The findings indicate that artificial intelligence and digital marketing have an effect on customer purchase intention.
KEYWORDS -Artificial Intelligence, Digital Marketing, Purchase Intention and SEM