Do Artificial Intelligence and Digital Marketing Impact Purchase Intention Mediated by Perceived Value?

Over the past few years, the online market has rapidly expanded and changed the patterns of business activity in response to the ever-increasing technology. E-commerce has facilitated a new culture of buying and selling practices. Shopee is one of the most popular online shopping platforms in Indonesia. This study examines the impact of Artificial Intelligence and digital marketing on purchase intention and perceived value in the Shopee marketplace. The research method was quantitative, the data collection method used was the questionnaire method, and the sample size for this study was equal to one hundred individuals. The use of SmartPLS 3.0 facilitated analysis throughout this research. The findings show that Artificial intelligence does not affect perceived value. However, digital marketing's impact is positive and significant. Artificial Intelligence positively affects consumers' purchase intention. Digital marketing does not affect consumers' purchase intention. Perceived value influences purchase intent. Artificial Intelligence has no impact on purchase intention when value mediates it. Scented product or service value mediates digital marketing's positive effect on purchase intention. The results of this study and those of earlier research differ because this study includes perceived value mediation, which was not included in earlier research and was not published in any of the journals that contained earlier research.