Abstract

<title>Abstract</title> This paper aims to investigate the influence of artificial intelligence and digital marketing on consumer buying intention. Artificial intelligence development has revolutionized digital marketing and changed consumer buying intention that boosts sales. Artificial intelligence and digital marketing combine the rapidly developing technologies so that everything is reachable in a simple touch that brings best practice to consumers. This paper uses quantitative approach that was stipulated from previous research on artificial intelligence, digital marketing and consumer buying intention. The analysis was carried out using structural equation modeling (SEM) based on partial least square (PLS), with 74 respondents. The novelty of this paper is that it examines the use in online transportation (Gojek) among the millenials. The results showed that artificial intelligence and digital marketing have positively effects on the buying intention. Practical contributions of this research is to inform service organizations and their management in their business development.

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