Digital Promotional Media and AI-Enhanced Marketing: An Integrative Analysis of The Impact on Satisfaction and Loyalty in Millennial - Gen Z Behavior in E-Commerce
DOI:
https://doi.org/10.61402/sajmr.v3i4.528Keywords:
Digital promotional media, AI-enhanced market, customer satisfaction and loyalty, Millennial–Gen Z, e- commerceAbstract
This study investigates the role of digital promotional media and AI-enhanced marketing in influencing customer satisfaction and loyalty among Millennial and Gen Z e-commerce consumers. An integrative framework was developed by extending the digital marketing mix and incorporating AI-driven personalization as a core strategic enabler. Using a quantitative cross-sectional design, data were collected from 364 active online shoppers across Indonesia’s major e-commerce platforms. Structural analysis reveals that both digital promotional media and AI-enhanced marketing significantly shape customer satisfaction, which, in turn, strongly predicts customer loyalty. Satisfaction is confirmed as a partial mediator. The findings indicate that targeted digital campaigns, dynamic promotions, and AI-based recommendations play a crucial role in shaping the purchasing experiences of younger digital-native consumers. The study offers theoretical insights for digital marketing integration and practical implications for e-commerce platform managers seeking to enhance retention through intelligent, data-driven promotional strategies.
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