Pengaruh Penerapan Artificial Intelligence Dalam Content Marketing Netflix Terhadap Brand Awareness Dan Customer Loyalty
Studi Pada Mahasiswa Universitas Sumatera Utara
DOI:
https://doi.org/10.61104/alz.v4i3.8338Keywords:
Kecerdasan Buatan (Artificial Intelligence); Pemasaran Konten (Content Marketing); Kesadaran Merek (Brand Awareness); Loyalitas Pelanggan (Customer Loyalty); Netflix.Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh penerapan Artificial Intelligence (Kecerdasan Buatan) dalam pemasaran konten Netflix terhadap kesadaran merek (brand awareness) dan loyalitas pelanggan (customer loyalty). Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan kriteria responden berupa mahasiswa yang menggunakan atau pernah menggunakan layanan Netflix. Data dikumpulkan melalui kuesioner menggunakan skala Likert dan dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS. Penelitian ini diharapkan dapat memberikan kontribusi terhadap pengembangan kajian pemasaran digital, khususnya terkait penerapan Artificial Intelligence dalam pemasaran konten pada industri layanan streaming digital.
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