Integrating AI Utilization and Digital Marketing Factors to Enhance Brand Awareness and Purchase Intention: An Empirical Study in the Local Perfume Industry

Abstract

Rapid developments in digital technologies have transformed marketing strategies and reshaped consumer-brand interactions. Artificial Intelligence specifically helps businesses in offering customized and data-driven marketing experiences. On the other hand, there is a gap for many local brands in digitally focused emerging markets to turn engagement into purchase intent when it comes to sensory products like perfumes. The integrated impact of social media influence, perceived quality, AI utilization, and customer trust on brand awareness and purchase intention is investigated. Analyzed based on Partial Least Squares Structural Equation Modelling (PLS-SEM) and using survey data from 214 respondents, the findings show that all variables directly and significantly affect brand awareness, with customer trust having the greatest influence. Furthermore, holding more purchase probability is important in the case of widely known brands. Results stress that marketing performance is improved through AI-derived personalization but only if backed by robust mechanisms driven by appropriate levels and types of trust. This study adds to the literature by combining technology and psychological features into an overall model in one context of sensory-driven products, within emerging economies.