Pengaruh Artificial Intelligence Marketing Efforts terhadap Brand Preference dengan Mediasi Brand Experience pada Pengguna Grabbike di Kota Medan

Abstract

This study aims to analyze the influence of artificial intelligence marketing efforts on brand preference, with brand experience as a mediating variable among GrabBike service users in the city of Medan. The study employs a quantitative approach using the Partial Least Squares-Structural Equation Modeling (PLS SEM) method to examine the relationships between variables. The population in this study consists of GrabBike consumers in the districts of Medan Petisah, Medan Baru, Medan Polonia, Medan Helvetia, and Medan Selayang. The sample size is 120 respondents, selected using purposive sampling with the criteria of being between 18 and 45 years old. The results show that artificial intelligence marketing efforts have a positive and significant effect on brand experience. Furthermore, brand experience also positively influences brand preference, indicating that a good brand experience can enhance users' preference for GrabBike over other online transportation services. This study provides insights for ride-hailing companies to optimize the implementation of artificial intelligence marketing efforts in order to enhance brand experience, which ultimately can strengthen brand preference among users.