Tujuan penelitian ini untuk mengetahui pengaruh Artificial Intelligence Marketing (AIM), E-Service Quality dan Online Customer Review terhadap Minat Beli pada Marketplace Lazada. Jenis penelitian ini merupakan penelitian kuantitatif deskriptif. Populasi dalam penelitian ini adalah generasi z pengguna lazada di Kabupaten Kuningan. Sampel dalam penelitian ini sejumlah 385 responden. Teknik sampel menggunakan metode non-probability sampling. Teknik pengumpulan data menggunakan teknik angket. Skala angket yang digunakan berupa skala interval 1-7. Analisis data menggunakan analisis regresi linear berganda yang dibantu dengan aplikasi SPSS 26. Hasil penelitian ini menunjukkan bahwa: (1) Artificial Intelligence Marketing (AIM), E-Service Quality dan Online Customer Review secara simultan berpengaruh positif dan signifikan terhadap minat beli. (2) Artificial Intelligence Marketing (AIM) berpengaruh positif dan signifikan terhadap minat beli. (3) E-Service Quality berpengaruh positif dan signifikan terhadap minat beli. (4) Online Customer Review berpengaruh positif dan signifikan terhadap minat beli.
Kata Kunci: artificial intelligence marketing (aim), e-service quality, online customer review, minat beli.

The aim of this study was to determine the effect of Artificial Intelligence Marketing (AIM), E-Service Quality and Online Customer Review on Buying Interest in the Lazada Marketplace. This type of research was descriptive quantitative research. The population in this study were generation z of Lazada users in Kuningan Regency. The sample in this study amounted to 385 respondents. The sample technique used non-probability sampling method. The data collection technique used a questionnaire technique. The questionnaire scale used is a 1-7 interval scale. Data analysis used multiple linear regression analysis assisted by the SPSS 26 application. The results of this study indicate that: (1) Artificial Intelligence Marketing (AIM), E-Service Quality and Online Customer Review simultaneously had a positive and significant effect on purchase intention. (2) Artificial Intelligence Marketing (AIM) had a positive and significant effect on purchase intention. (3) E-Service Quality had a positive and significant effect on purchase intention. (4) Online Customer Review had a positive and significant effect on purchase intention.
Keywords: artificial intelligence marketing (aim), e-service quality, online customer review, purchase intention.