The Influence of Digital Content Based on Local Wisdom on Gen Z's Purchase Decisions for Wonosalam Coffee Products in Jombang Regency in the Era of Artificial Intelligence

Abstract

Research aim : This study aims to examine the impact of Digital Content Based on Local Wisdom on Purchase Decisions of Wonosalam Coffee among Generation Z in Jombang and the moderating role of Artificial Intelligence (AI).

Design/Method/Approach : A quantitative approach with a survey design was used, involving 100 respondents aged 18–24 who have purchased coffee online. Data were collected via an online questionnaire and analyzed using Partial Least Squares (PLS).

Research Finding : Research findings indicate that digital content based on local wisdom has a positive and significant influence on purchasing decisions regarding Wonosalam coffee products. Furthermore, AI was found to play a significant moderating role in enhancing the influence of local wisdom-based content on purchasing decisions, thereby strengthening consumer engagement. This research contributes to the understanding of how local cultural elements in digital marketing affect consumer behavior, with an innovative integration of AI and local wisdom.

Practitionel/Policy implication : For practitioners, this study highlights the importance of integrating local wisdom into digital marketing strategies to strengthen consumers' emotional connection with local products. It also underscores the role of AI in creating more personalized consumer experiences, which can enhance marketing effectiveness. For policymakers, this study suggests the importance of supporting the incorporation of cultural values into the marketing of local products to boost consumer loyalty and support local businesses.

Research limitation : This study has limitations in that the sample size was limited to 100 respondents from a single location, Jombang Regency, and focused on a single local product, namely Wonosalam coffee. Future research could expand the sample size and explore other local products to broaden the generalizability of the findings.

Keywords : Digital Content Based on Local Wisdom, Purchase Decisions, Artificial Intelligence, Digital Marketing, Local Products, Generation Z.