Published: 2026-07-01
Peran Artificial Intelligence dalam Meningkatkan Efektivitas Digital Marketing pada TikTok Shop di Semarang
DOI: 10.35870/emt.v10i3.6251
Abstract
This study examines the role of Artificial Intelligence (AI) in enhancing customer satisfaction on TikTok Shop in Semarang, focusing on chatbot, content personalization, and usability. A quantitative survey of 125 TikTok Shop users was conducted and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that chatbot, content personalization, and usability have positive and significant effects on customer satisfaction, with chatbot as the most influential factor, followed by content personalization and usabilit. These findings highlight the importance of optimizing AI-based features, particularly chatbot performance, to improve service quality and customer satisfaction in social commerce platforms, and support the applicability of the Theory of Planned Behavior in AI-driven digital marketing contexts.
Keywords
Project Management; Antenna; Sustainable Energy; Energy Harvesting; Microgrid
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 10 No. 3 (2026)
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Section: Articles
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Published: 2026-07-01
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/emt.v10i3.6251
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Gesang Bagas Wicaksono, Universitas Dian Nuswantoro
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro, Kota Semarang, Provinsi Jawa Tengah, Indonesia.
Ida Farida, Universitas Dian Nuswantoro
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro, Kota Semarang, Provinsi Jawa Tengah, Indonesia.
Yohan Wismantoro, Universitas Dian Nuswantoro
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro, Kota Semarang, Provinsi Jawa Tengah, Indonesia.
Imam Nuryanto, Universitas Dian Nuswantoro
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro, Kota Semarang, Provinsi Jawa Tengah, Indonesia.
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