The Influence of Artificial Intelligence and Content Marketing Against Purchase Interest in the Creative Industry

Abstract

Marketing strategies using artificial intelligence and content marketing are one of the digital transformation efforts that must be applied in creative industry businesses to attract consumer purchasing power. The purpose of this study aims to examine the effect of artificial intelligence and content marketing on consumer buying interest in the prayogo art creative industry. The research method uses explanatory research with quantitative methods. The samples used in this research were taken based on consumers who had purchased Prayogo Art products. This study uses multiple regression analysis and hypothesis testing. The results of this study indicate that Artfificial intelligence has a significant and positive effect persially on purchase intention and Content marketing has a significant and positive effect on purchase intention persially as well.