Examining the Pathways from Digital Marketing and AI Personalization to Brand Loyalty: Mediating Mechanisms Brand Trust and Brand Experience
DOI:
https://doi.org/10.47747/ijbme.v7i4.3588Keywords:
Digital Marketing, AI Personalization, Brand Loyalty, Brand Trust, Brand ExperienceAbstract
The development of digital technology has fundamentally changed marketing worldwide. Modern marketing is a dynamic and multifaceted discipline that integrates traditional methods with cutting-edge technology to attract customers, foster brand loyalty, and increase revenue. However, integrating artificial intelligence (AI) into marketing has created a gap in the research literature on how AI tools affect brand development processes, such as brand loyalty. The present study examines the effects of Digital Marketing and AI Personalization on Brand Loyalty, with Brand Trust and Brand Experience as mediating variables. The research method uses a quantitative approach with purposive sampling. The study used Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from 310 respondents who are active users of e-commerce platforms in Indonesia and have used AI features. The results support all direct-effect hypotheses: Digital Marketing positively and significantly affects Brand Trust and Brand Experience; AI Personalization positively affects Brand Trust and Brand Experience; and Brand Trust and Brand Experience positively affect Brand Loyalty. All mediation hypotheses were supported with partial mediation, indicating that Brand Trust and Brand Experience are significant transmission mechanisms. This research theoretically combines SOR and TAM models into a comprehensive empirical model. In practice, e-commerce enterprises should design informative, interactive digital marketing strategies and ensure AI personalization aligns with principles of relevance, transparency, and ease of use to build long-term customer loyalty.
Downloads
References
Ahmad, B., Zaman, S., & Alam, S. (2025). The role of AI-based marketing activities in shaping brand experience, preference, and loyalty. Qlantic Journal of Social Sciences and Humanities.- https://doi.org/10.55737/qjssh.vi-i.25320
Ahmed, S. M. M., Owais, M., Raza, M., Nadeem, Q., & Ahmed, B. (2025). The impact of AI-driven personalization on consumer engagement and brand loyalty. Qlantic Journal of Social Sciences. https://doi.org/10.55737/qjss.v-iv.24313
Aldi, M., & Adisaputra, W. (2024). Optimizing brand loyalty: The effectiveness of influencer marketing and digital content campaigns mediated by consumer trust. Inspiration: Journal of Information and Communication Technology. https://doi.org/10.35585/inspir.v14i1.80
Apriyanto, A. (2025). The influence of digital marketing and customer engagement on customer loyalty, with brand trust as a mediating variable. West Science Journal of Business and Management. https://doi.org/10.58812/jbmws.v4i03.2613
Babadoğan, B. (2024). Unveiling the Power of AI-Driven Personalization: Transforming Consumer Behavior in the Age of Digital Marketing. Next Frontier for Life Sciences and AI. https://doi.org/10.62802/fj43xy18
Babu, V. G., Priyanka, K., & Gopichand, V. (2026). Artificial Intelligence-Driven Commerce: Redefining Business Strategy, Consumer Experience, and Global Market Dynamics in the Digital Era. International Journal of Emerging Research in Science, Engineering, and Management, 2(SI1), 74–82. https://doi.org/10.66710/ijersem.v2si1.9
Baluk, N., & Boychuk, I. (2024). Digital technologies based on artificial intelligence in marketing: Challenges and opportunities for business. Marketing and Digital Technologies. https://doi.org/10.15276/mdt.8.3.2024.2
Bantam, N. J. P., Asnawi, R. A. A., & Huwae, V. E. (2025). Implementation Of Artificial Intelligence And Digital Marketing On Millennials’ Purchase Intention On The Tiktok Shop Platform Through E-Wom As A Mediating Variable. Journal of Economic Business and Accounting (COSTING). https://doi.org/10.31539/costing.v8i2.14918
Beig, F. A., & Khan, M. (2018). Impact of social media marketing on brand experience: A study of select apparel brands on Facebook. Vision: The Journal of Business Perspective. https://doi.org/10.1177/0972262918785962
Benetthan, B., Winata, T. G., & Hidayat, D. (2025). Enhancing brand equity in Indonesia’s skincare e-commerce through AI features and consumer trust using SEM-PLS. 2025 1st International Conference on Emerging Trends in Information Systems and Informatics (ICETISI). https://doi.org/10.1109/ICETISI67983.2025.11406008
Beig, F. A., & Khan, M. (2018). Impact of social media marketing on brand experience: A study of select apparel brands on Facebook. Vision: The Journal of Business Perspective. https://doi.org/10.1177/0972262918785962
Benetthan, B., Winata, T. G., & Hidayat, D. (2025). Enhancing brand equity in Indonesia’s skincare e-commerce through AI features and consumer trust using SEM-PLS. 2025 1st International Conference on Emerging Trends in Information Systems and Informatics (ICETISI). https://doi.org/10.1109/ICETISI67983.2025.11406008
Berthon, P., Holbrook, M. B., & Hulbert, J. M. (2003). Understanding and managing the brand space. MIT Sloan Management Review, 44(2)
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68. https://doi.org/10.1509/jmkg.73.3.052
Chelladurai, S. (2026). Can AI chatbots humanize omnichannel service experiences? Examining the role of chatbot interactions in shaping brand experience and engagement. SHS Web of Conferences. https://doi.org/10.1051/shsconf/202623006003
Chernkaitpradab, J., Vanpetch, Y., Boonarchathong, K., Tongdhamachart, N., & Hu, C. (2026). DIGITAL TRANSFORMATION AND SME BUSINESS PERFORMANCE: AN ANALYSIS OF ARTIFICIAL INTELLIGENCE ADOPTION PATTERNS AND SATISFACTION LEVELS IN THAILAND’S SMALL AND MEDIUM ENTERPRISES. The EUrASEANs: Journal on Global Socio-Economic Dynamics. https://doi.org/10.35678/2539-5645.11.1.2026.7
D, S., & R, G. (2025). THE IMPACT OF ARTIFICIAL INTELLIGENCE AND AUTOMATION ON DIGITAL MARKETING STRATEGY. EPRA International Journal of Economic and Business Review. https://doi.org/10.36713/epra21761
Dewasandra, N. S., Pradana, M., & Widodo, A. (2025). Brand experience as a driver of consumer loyalty: the mediating roles of perceived quality and brand trust in digital beauty platforms. International Journal of Economics and Accounting. https://doi.org/10.70062/harmonieconomics.v2i3.308
Davis, F. D. (1987). User acceptance of information systems: the technology acceptance model (TAM) (Vol. 529). University of Mich., School of Business Administration, Division of Research.
Fetais, A. H. M. A., Algharabat, R., Aljafari, A., & Rana, N. P. (2022). Do social media marketing activities improve brand loyalty? An empirical study on luxury fashion brands. Information Systems Frontiers. https://doi.org/10.1007/s10796-022-10264-7
Gill, A., Anees, R. T., Chughtai, S. S., & Zaheer, A. (2026). Social Media Marketing and Online Brand Loyalty: Examining the Roles of Customer Engagement and Brand Trust in Fashion Brands. The Critical Review of Social Sciences Studies, 4(1), 1546–1559. https://doi.org/10.59075/rv1mnk26
Hasan, I., & Othman, S. (2025). THE INFLUENCE OF AI-DRIVEN MARKETING ON CUSTOMER ENGAGEMENT AND BRAND LOYALTY: A PLS-SEM ANALYSIS OF SMARTPHONE CONSUMERS IN ERBIL. Business Excellence and Management. https://doi.org/10.24818/beman/2025.15.3-03
Henseler, Ringle, J., Sarstedt, C., & M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-014-0403-8
Ibrahim, B., Aljarah, A., & Sawaftah, D. (2021). Linking social media marketing activities to revisit intention through brand trust and brand loyalty on coffee shop Facebook pages: Exploring sequential mediation mechanisms. Sustainability. https://doi.org/10.3390/su13042277
Juliani, I., Hairunnisa, Bq., & Aryandani, A. (2025). The impact of AI-based content personalization on consumer behavior on digital news platforms. Secure And Knowledge-Intelligent Research in Cybersecurity And Multimedia (SAKIRA). https://doi.org/10.36679/s4kira.v3i2.51
Karepsina, D., Augusteyn, Y. S., & Sobeukum, S. (2025). AI service quality and brand image in shaping Gen Z’s purchase intention on Traveloka: The mediating role of customer engagement. Journal of Management Science and Organization. https://doi.org/10.52300/jmso.v7i1.25404
Kuklin, O., Ivanova, I., & Borovyk, T. (2025). Artificial intelligence in business digital transformation management. Marketing and Digital Technologies. https://doi.org/10.15276/mdt.9.3.2025.4
Leonardo, L., Susanto, N., & Juwitasary, H. (2025). The impact of AI optimization elements on e-commerce consumer engagement in Indonesia. 2025 IEEE International Conference on Industry 4.0, Artificial Intelligence, and Communications Technology (IAICT). https://doi.org/10.1109/IAICT65714.2025.11100380
Madeline, S., & Sihombing, S. O. (2019). The Impacts of Brand Experiences on Brand Love, Brand Trust, and Brand Loyalty: An Empirical Study. Journal of Business and Management. https://doi.org/10.24198/jbm.v20i2.241
Mikić, J. (2025). The role of artificial intelligence in the digital transformation of marketing and business resilience. Journal of Entrepreneurship and Business Resilience. https://doi.org/10.65537/jebr.202582.161
Mohamed, Z., & Ünsalan, M. (2025). Do AI marketing efforts affect brand loyalty among Gen Z consumers? The mediating role of brand image and brand experience. Cogent Business & Management. https://doi.org/10.1080/23311975.2025.2542428
Mulyadi, T., & Zulganef, Z. (2025). The effect of social media marketing on purchase intention through brand image and brand trust as mediating variables in the local Bandung clothing industry. Journal of Economics, Management, and Information Systems. https://doi.org/10.38035/jemsi.v7i1.6330
Munandar, S. S., & Wahyudi, L. (2025). The influence of social media marketing activities on continued usage intentions and brand loyalty: The mediating role of brand experience, brand awareness, and satisfaction (a study on Wardah Cosmetics in Indonesia). Dinasti International Journal of Economics, Finance & Accounting. https://doi.org/10.38035/dijefa.v6i6.5751
Mustofa, A., Wartiningsih, E., & Sinaga, M. O. (2024). The influence of digital marketing strategies on consumer engagement and brand loyalty: A study on Indonesian e-commerce platforms. Journal of Business Administration and Entrepreneurship Innovation. https://doi.org/10.32722/baei.v1i01.7324
Nurjaya, N., Merdiani, W., Putra, A. N., Dwiwarman, D. A., & Sunarsi, D. (2025). The role of brand awareness, digital marketing, and electronic word of mouth (e-WOM) in purchase intention on social media: An empirical study of Indonesian SMEs. International Journal of Data and Network Science. https://doi.org/10.5267/j.ijdns.2024.12.002
Oh, J., Connerton, T., & Kim, H.-J. (2019). The rediscovery of brand experience dimensions through big data analysis: Building a sustainable brand. Sustainability. https://doi.org/10.3390/su11195438
Omar, A. M. (2020). Brand experience: How does it affect brand personality and brand loyalty in the Egyptian telecommunications industry? International Journal for Marketing Studies. https://doi.org/10.5539/ijms.v12n2p104
Owais, M., Zaman, S., & Alam, S. (2025). Impact of digital marketing strategies on brand- -image, consumer engagement, and loyalty. Journal for Social Science Archives. https://doi.org/10.59075/jssa.v3i1.173
Pebrianggara, A., Yulianto, M. R., & Himawan, A. (2024). THE ROLE OF ARTIFICIAL INTELLIGENCE (AI) AND PRODUCT POPULARITY IN SHAPING CONSUMER BUYING BEHAVIOR ON INDONESIAN E-COMMERCE PLATFORMS. iBAF e-Proceedings. https://doi.org/10.33102/kq9kt433
Qiu, X. (2026). Cross-platform digital media integration and brand communication strategy: Insights into new trends in marketing communication from social media and AI personalized recommendations. Perspectives of Communication & Media. https://doi.org/10.63808/pcm.v2i1.283
Ruekert, R. W. (1992). Developing a market orientation: an organizational strategy perspective. International journal of research in marketing, 9(3), 225-245. https://doi.org/10.1016/0167-8116(92)90019-H
Roy, S. (2025). Convergence of artificial intelligence and marketing technology: Transforming customer engagement in the digital ecosystem. International Journal for Multidisciplinary Research. https://doi.org/10.36948/ijfmr.2025.v07i06.65936
Saputra, A. H. D., Putra, S. N. W., & Bennet, D. (2024). Consumer behavior and brand loyalty: A study on digital marketing practices. Startupreneur Business Digital (SABDA Journal). https://doi.org/10.33050/sabda.v3i2.630
Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in the use of partial least squares structural equation modeling in marketing research over the past decade. Psychology and Marketing. https://doi.org/10.1002/mar.21640
Sembiring, H. (2026). AI-powered digital marketing and its impact on customer engagement and purchase intention: The mediating role of brand trust in e-commerce platforms. Dinasti International Journal of Education Management and Social Science. https://doi.org/10.38035/dijemss.v7i4.6625
Setiawan, S., Lukitaningsih, A., & Fadhilah, M. (2025). The mediating role of brand loyalty in driving consumer advocacy: Evidence from the coffee shop industry. Relevance: Journal of Management and Business. https://doi.org/10.22515/relevance.v8i2.13143
Shajrawi, A. A. I. (2025). Exploring the relationship between AI innovations in digital marketing and brand loyalty: The mediating effect of customer experience. WSEAS Transactions on Business and Economics. https://doi.org/10.37394/23207.2025.22.220
Shirin, A., & Puth, G. (2011). Customer satisfaction, brand trust, and variety seeking as determinants of brand loyalty. UpSpace Institutional Repository (University of Pretoria). https://doi.org/10.5897/ajbm11.238
Sicillia, M., Ahmadi, S., & Wihartika, D. (2026). Artificial intelligence and the transformation of personalized marketing: An empirical study of consumer behavior. Formosa Journal of Science and Technology. https://doi.org/10.55927/fjst.v5i3.19
Singh, J., Singh, S., & Sharma, Dr. A. (2026). AI-driven personalization & brand loyalty among Gen Z in e-commerce. INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT. https://doi.org/10.55041/ijsrem58055
Subagyo, B., Eldon, M., & Nurani. (2025). Integrating Artificial Intelligence into Marketing Strategies: A Comprehensive Analysis of Consumer Engagement and Business Performance. Proceedings of the International Conference on Sustainable Economics, Management, and Accounting. https://doi.org/10.32424/icsema.v1i1.450
Suryani, W. (2025). The influence of brand awareness and brand trust on brand loyalty for halal skincare products: The mediating role of brand love. ESENSI: Journal of Business Management. https://doi.org/10.56943/esensi.v28i1.56
Susanto, B., & Ruswanti, E. (2024). The influence of social media marketing activities on brand loyalty in mobile phone products. Eduvest - Journal of Universal Studies. https://doi.org/10.59188/eduvest.v4i1.1001
Susilawati, A., Wahyudi, F., Putra, W. P., Supriyanto, W., & Limpo, L. (2024). The impact of digital user experience on brand perception and consumer loyalty in the e-commerce industry in Indonesia. The Eastasouth Journal of Information Systems and Computer Science. https://doi.org/10.58812/esiscs.v1i03.244
Tamilmani, S., Archana, S., Mohan, T., Santhi, V., Kamalakannan, S., & Saikrishnan, S. (2025). Brand loyalty in the digital age: The role of personalization and AI in consumer engagement. Journal of Information Systems Engineering and Management, 10, 716-721. https://doi.org/10.52783/jisem.v10i32s.5404c
Tran, H. K. (2025). Cognitive-affective responses to algorithmic service encounters: A multi-theoretical analysis of AI-mediated customer experience, brand relationship quality, and satisfaction dynamics in Vietnam’s digital marketplace. Journal of Economics, Finance and Management Studies. https://doi.org/10.47191/jefms/v8-i5-52
Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. The Journal of Information Technology Theory and Application. https://www.researchgate.net/profile/Nils_Urbach/publication/228467554_Structural_equation_modeling_in_information_systems_research_using_partial_least_squares/links/0912f50ffa471d65f7000000.pdf
Vindytia, M., & Balqiah, T. (2024). The impact of AI marketing on consumer behavior: An SOR model analysis of online food delivery services. Jurnal Dinamika Manajemen. https://doi.org/10.15294/jdm.v15i2.6758
Wardana, W. (2025). AI-based digital marketing strategy to increase consumer loyalty in the Industry 5.0 era. Dinasti International Journal of Digital Business Management. https://doi.org/10.38035/dijdbm.v6i3.4633
Wijoyo, A., & Rodhiah, R. (2026). The influence of AI-driven personalization and perceived advertising relevance on online purchase intention: The mediating role of customer engagement in social commerce platforms. JIM: Student Journal of History Education. https://doi.org/10.24815/sejarah.v11i1.565
Xie, Y., & Saedon, M. A. M. (2025). AI-driven personalization and transparency: Building consumer engagement and brand loyalty in influencer marketing. Proceedings of the 2025 2nd International Conference on Artificial Intelligence, Digital Media Technology and Interaction Design. https://doi.org/10.1145/3795926.3796008
Yuswono, I., Juliana, J., & Pranidana, S. A. (2026). BRAND TRUST AND BRAND IMAGE IN SHAPING CONSUMER PURCHASE DECISIONS: A TPB-BASED MEDIATION MODEL OF BRAND LOYALTY. DeReMa (Development Research of Management): Journal of Management, 21(1). https://doi.org/10.19166/derema.v21i1.10791
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Ika Tirta Candra Rini, Dinda Sukmaningrum
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyrights
Copyright for this article is retained by the author(s), with first publication rights granted to the journal.
This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/)
![http://creativecommons.org/licenses/by/4.0/](https://journal.jis-institute.org/index.php/ijbmer/management/settings/<a rel="license" href="http:/creativecommons.org/licenses/by/4.0/"><img alt="Creative Commons License" style="border-width:0" src="https:/i.creativecommons.org/l/by/4.0/88x31.png" /></a><br />This work is licensed under a <a rel="license" href="http:/creativecommons.org/licenses/by/4.0/">Creative Commons Attribution 4.0 International License</a>.){kind=link}
![http://creativecommons.org/licenses/by/4.0/](https://journal.jis-institute.org/index.php/ijbmer/management/settings/<a%20rel="license" href="http:/creativecommons.org/licenses/by/4.0/"><img alt="Creative Commons License" style="border-width:0" src="https:/i.creativecommons.org/l/by/4.0/88x31.png" /></a><br />This work is licensed under a <a rel="license" href="http:/creativecommons.org/licenses/by/4.0/">Creative Commons Attribution 4.0 International License</a>.){kind=link}