ANALISIS EFEKTIVITAS PERSONALIZED ADVERTISING BERBASIS ARTIFICIAL INTELLIGENCE (AI) PADA TIKTOK SHOP GENERASI Z DI JABODETABEK

LIDWINA SHERA AFINA DIO, . (2026) ANALISIS EFEKTIVITAS PERSONALIZED ADVERTISING BERBASIS ARTIFICIAL INTELLIGENCE (AI) PADA TIKTOK SHOP GENERASI Z DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (879kB)
	Text BAB 1.pdf Download (284kB)
	Text BAB 2.pdf Restricted to Registered users only Download (438kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (387kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (491kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (302kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (268kB)
	Text LAMPIRAN DISERTASI.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menganalisis efektivitas personalized advertising berbasis Artificial Intelligence (AI) terhadap kinerja pemasaran digital pada platform social commerce TikTok Shop. Variabel kinerja yang diteliti meliputi engagement, click-through rate (CTR), dan purchase intention. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik survei terhadap pengguna aktif social commerce. Data dianalisis menggunakan analisis deskriptif dan inferensial melalui perangkat lunak statistik. Hasil penelitian menunjukkan bahwa personalized advertising berbasis AI efektif dalam meningkatkan engagement, CTR, dan purchase intention. Temuan ini memberikan kontribusi teoretis pada pengembangan kajian pemasaran digital serta implikasi praktis bagi pelaku bisnis dalam mengoptimalkan strategi iklan berbasis data. ***** This study aims to analyze the effectiveness of Artificial Intelligence (AI)-based personalized advertising on digital marketing performance on the social commerceplatform TikTok Shop. The performance variables examined include engagement, click-through rate (CTR), and purchase intention. This research employs a quantitative approach using a survey method conducted among active social commerceusers. The data were analyzed using descriptive and inferential statistical analysis through statistical software. The results indicate that AI-based personalized advertising has a positive and significant effect on engagement, clickthrough rate (CTR), and purchase intention. These findings contribute theoretically to the development of digital marketing studies and provide practical implications for businesses in optimizing data-driven advertising strategies

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE, M.Si., Ph.D.; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 32859 not found.
Date Deposited:	29 Jan 2026 08:49
Last Modified:	29 Jan 2026 08:50
URI:	http://repository.unj.ac.id/id/eprint/64437

Actions (login required)

View Item