Pengaruh Content Marketing Dan Chatbot (AI) Terhadap Minat Beli Konsumen Di Oentoe Apik Dental Laboratory

Sutandi, Aura Nur Ilma (2026) Pengaruh Content Marketing Dan Chatbot (AI) Terhadap Minat Beli Konsumen Di Oentoe Apik Dental Laboratory. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to analyze the influence of Content Marketing and Chatbot (AI) on consumer purchasing interest at Oentoe Apik Dental Laboratory. This research is motivated by the increasing use of digital marketing strategies and artificial intelligence technology in the healthcare industry, particularly dental laboratories. This study focuses on the extent to which the implementation of Content Marketing and the use of Chatbot (AI) can influence consumer purchasing interest. The research method used was a quantitative approach with a causal associative approach. Data were collected through questionnaires distributed to 97 respondents, who were Oentoe Apik Dental Laboratory customers, using a purposive sampling technique. The research instrument was constructed using a Likert scale and analyzed through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination (R²) using SPSS version 27. This research was conducted from June to October 2025. The results showed that Content Marketing partially had a positive and significant effect on Purchase Intention with a significance value of 0.000 (<0.05) and a t-test of 4.143. The Chatbot (AI) variable was also shown to have a positive and significant effect on Purchase Intention with a significance value of 0.000 (<0.05) and a t-test of 3.667. Simultaneously, both independent variables significantly influenced Purchase Intention with an F-test of 95.893 and a significance value of 0.000. The coefficient of determination (Adjusted R²) of 0.664 indicates that Content Marketing and Chatbots (AI) can explain 66.4% of the variation in Purchase Intention, while the remainder is influenced by other factors outside the research model. These results indicate that content-based marketing strategies and the use of chatbot technology play a significant role in sustainably increasing consumer purchase intention.

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