Pengaruh Pemanfaatan Generative AI dan Growth Hacking dalam Pemasaran Digital terhadap User Engagement Melalui Personalisasi Konten pada Platform Edukasi Digital
DOI:
https://doi.org/10.31004/anthor.v5i6.1563Keywords:
Generative Artificial Intelligence, Growth Hacking, Pemasaran Digital, Personalisasi Konten, User Engagement, Platform Edukasi DigitalAbstract
Perkembangan Generative Artificial Intelligence (Generative AI) dan strategi growth hacking telah mendorong transformasi pemasaran digital, khususnya pada platform edukasi digital yang mengandalkan personalisasi untuk meningkatkan keterlibatan pengguna. Penelitian ini bertujuan menganalisis pengaruh Generative AI dan growth hacking terhadap user engagement melalui personalisasi konten. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori. Sampel terdiri atas 200 pengguna platform edukasi digital yang dipilih melalui teknik purposive sampling, dengan kriteria pernah menggunakan platform dan berinteraksi dengan konten pemasaran digital. Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa Generative AI (β = 0,421; p < 0,001) dan growth hacking (β = 0,367; p < 0,001) berpengaruh positif dan signifikan terhadap personalisasi konten. Keduanya juga berpengaruh positif dan signifikan terhadap user engagement, masing-masing dengan nilai β = 0,218 (p = 0,001) dan β = 0,196 (p = 0,003). Selain itu, personalisasi konten berpengaruh positif dan signifikan terhadap user engagement (β = 0,487; p < 0,001) serta memediasi pengaruh Generative AI (β = 0,205; p < 0,001) dan growth hacking (β = 0,179; p < 0,001) terhadap user engagement. Model menjelaskan 52,8% variansi personalisasi konten dan 64,7% variansi user engagement. Temuan ini menegaskan pentingnya integrasi teknologi AI, strategi pemasaran berbasis data, dan personalisasi konten dalam meningkatkan keterlibatan serta mempertahankan pengguna platform edukasi digital.
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Copyright (c) 2026 Jacobus Wiwin Kuswinardi, Any Setyarini, Muhammad Dzaki Hanifa, Ali Ramatni, Fransisca Wuri Wulandari, Amak Yunus Eko Prasetyo
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