THE EFFECT OF ADVERTISMENT STRATEGY ON BUSINESS PERFORMANCE MODERATED BY AI

Main Variables:
1. Advertisement Strategy
2. Artificial Intelligence (AI)
3. Business Performance

This study was conducted with the aim of knowing the effect of Advertisement Strategy on Business Performance moderated by AI, the initial hypothesis is that Advertisement Strategy can improve Business Performance and AI as a moderation becomes a supporter to strengthen that influence. The data collected for this study used Google Form and distributed to the research target of 400 respondents in the form of electronic retail companies such as laptops and PCs in Bandung who have used AI, how to determine the first 400 respondents by searching for company data registered based on data from the Bandung Micro, Small and Medium Enterprises Cooperatives Office there are around 4800 companies, using slovin calculations with an error margin of 5% to get a number of 369.23 which is rounded to 400. The questions used for each variable use a Likert scale to be analyzed using PLS-SEM.

After the data is collected and converted into excel data and tidied up to comply with PLS standards, the data can be analyzed, the purpose of using PLS-SEM because the data is quantitative, analysis tools can be used to obtain predictive results and can be used even though the data sample is small or few, besides that it can also be used to test reliability, validity and hypothesis testing to get accurate results. after conducting the analysis, the results obtained are different from the initial hypothesis, namely that AI moderation actually weakens the influence of Advertisement Strategy on Business Performance, this can occur with the possibility of data samples that lack experience with AI or the presence of variables that weaken the influence.