AI, influencers, and digital marketing effectiveness: Customer engagement in Jabodetabek creative agency startups

Moh. Amin Iskandar () and Ratlan Pardede ()
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Moh. Amin Iskandar: Universitas Bunda Mulia Jakarta
Ratlan Pardede: Universitas Bunda Mulia Jakarta

Journal of Economics and Business Letters, 2026, vol. 6, issue 4, 50-63

Abstract: This study aims to analyze the influence of Artificial Intelligence (AI) and influencer marketing on the effectiveness of Digital Marketing campaigns with Customer Engagement as a mediating variable in creative agency startups in Greater Jakarta. This study uses a quantitative approach with a survey method of 156 creative agency startup employees involved in the implementation of Digital Marketing campaigns . The data was analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares ( PLS-SEM ) with the help of SmartPLS 4. The results of the study show that Artificial Intelligence and influencer marketing have a positive and significant effect on Customer Engagement and the effectiveness of Digital Marketing campaigns . Customer Engagement has also been proven to have a positive and significant influence on the effectiveness of Digital Marketing campaigns with a path coefficient value of 0.363 (P

Keywords: Artificial Intelligence; creative agency; Customer Engagement; influencer marketing; Digital Marketing campaign success (search for similar items in EconPapers)
Date: 2026
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DOI: 10.55942/jebl.v6i4.2162

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