Pengaruh penggunaan Artificial Intelligence (AI) pada iklan dan Content Marketing terhadap minat beli konsumen Indomie series ramen: Studi pada Gen Z di Kota Bandung

Risnawati, Rina (2025) Pengaruh penggunaan Artificial Intelligence (AI) pada iklan dan Content Marketing terhadap minat beli konsumen Indomie series ramen: Studi pada Gen Z di Kota Bandung. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Perkembangan teknologi digital mendorong perusahaan untuk berinovasi dalam strategi pemasaran, termasuk Indomie yang merilis Indomie Series Ramen dengan pendekatan Artificial Intelligence (AI) dan Content Marketing bernuansa budaya Jepang. Namun, efektivitas AI dan Content Marketing terhadap minat beli masih menunjukkan hasil yang beragam dalam berbagai studi sebelumnya. Oleh karena itu, perlu dilakukan penelitian lebih lanjut untuk mengetahui sejauh mana pengaruh keduanya terhadap minat beli di kalangan generasi muda khususnya Gen Z. Penelitian ini bertujuan untuk menganalisis sejauh mana penggunaan Artificial Intelligence (AI) dalam iklan dan strategi Content Marketing berpengaruh terhadap minat beli Gen Z terhadap Indomie Series Ramen di Kota Bandung. Hasil penelitian ini diharapkan menjadi acuan dalam merancang strategi pemasaran digital yang lebih relevan dan tepat sasaran sesuai dengan target pasar. Metode yang digunakan dalam penelitian ini adalah menggunakan metode deskriptif verifikatif dengan pendekatan kuantitatif. Data dikumpulkan melalui penyebaran kuesioner kepada Gen Z yang berdomisili di Kota Bandung. Pengumpulan data menggunakan platform kuesioner “Jotform”, pengambilan sampel sebannyak 100 responden kemudian dianalisis menggunakan uji validitas, uji reliabilitas, uji korelasi, uji regresi linear berganda, uji simultan, uji parsial dan uji koefisien determinasi dengan bantuan software SPSS v26. Hasil penelitian menunjukkan bahwa variabel Penggunaan Artificial Intelligence (X1) berpengaruh positif dan signifikan terhadap Minat Beli dengan nilai thitung 2,973> ttabel 1,984 serta nilai signifikansi 0,004 < 0,05. Begitu pula dengan variabel Content Marketing (X2) yang menunjukkan pengaruh positif dan signifikan dengan nilai thitung 8,917 > ttabel 1,984 dan nilai signifikansi 0,000 < 0,05.. Secara simultan, kedua variabel berpengaruh signifikan terhadap Minat Beli dengan nilai Fhitung sebesar 136,072 > Ftabel 3,090 dan signifikansi 0,000 < 0,05. Temuan ini mengindikasikan bahwa penggunaan Artificial Intelligence (AI) dan Content Marketing dalam strategi pemasaran memiliki peran yang penting dalam mempengaruhi minat beli konsumen khususmya di kalangan generasi Z yang sangat responsif terhadap pendekatan digital dan visual sehingga personalisasi strategi pemasaran via teknologi ini sangat sesuai dengan preferensi Gen Z untuk trend saat ini. The development of digital technology encourages companies to innovate in their marketing strategies, including Indomie, which launched the Indomie Series Ramen using Artificial Intelligence (AI) and content marketing with Japanese cultural nuances. However, the effectiveness of AI and content marketing on purchase intention has shown varied results in previous studies. Therefore, further research is needed to determine the extent to which both factors influence purchase intention among young people, especially Generation Z. This study aims to analyze the extent to which the use of Artificial Intelligence (AI) in advertising and content marketing strategies influences the purchase intention of Generation Z toward Indomie Series Ramen in Bandung City. The findings of this study are expected to serve as a reference for designing more relevant and targeted digital marketing strategies based on the intended market. The research method used is descriptive-verificative with a quantitative approach. Data were collected through questionnaires distributed to Gen Z individuals residing in Bandung City. The questionnaire was distributed via the “Jotform” platform, with a sample size of 100 respondents. The data were then analyzed using validity tests, reliability tests, correlation tests, multiple linear regression analysis, simultaneous tests, partial tests, and determination coefficient tests, with the aid of SPSS v26 software. The results showed that the use of Artificial Intelligence (X1) has a positive and significant effect on purchase intention, with a t-value of 2.973 > t-table value of 1.984 and a significance value of 0.004 < 0.05. Similarly, content marketing (X2) also had a positive and significant influence, with a t-value of 8.917> t-table 1.984 and a significance value of 0.000 < 0.05. Simultaneously, both variables significantly affected purchase intention, with an F-value of 136,072> F-table of 3.090 and a significance value of 0.000 < 0.05. These findings indicate that the use of AI and content marketing in marketing strategies plays an important role in influencing consumer purchase intention, especially among Generation Z, who are highly responsive to digital and visual approaches. Thus, personalized marketing strategies through technology align well with Gen Z's preferences and current trends.

Item Type: Thesis (Sarjana)
Uncontrolled Keywords: Artificial Intelligence; Content Marketing; Minat Beli; Gen Z; Pemasaran Digital
Subjects: General Management > Data Processing and Analysis of Marketing
General Management > Dictionaries and Encyclopedia of Marketing
General Management > General Publications of Marketing
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Manajemen
Fakultas Ekonomi dan Bisnis Islam > Program Studi Manajemen
Depositing User: Rina Risnawati
Date Deposited: 10 Jul 2025 02:22
Last Modified: 10 Jul 2025 02:22
URI: https://digilib.uinsgd.ac.id/id/eprint/111746

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