ARTIFICIAL INTELLIGENCE DAN MARKETING MIX 7P (PEOPLE & PLACE) DALAM MEMPENGARUHI PELAYANAN PRIMA

The use of artificial intelligence (AI) requires companies to adapt in order to continue to exist in providing excellent service to the community. Behind the phenomenon of replacing "people" and "place" by AI in providing excellent service, banks need to adapt to technology, including PT BPRS Niaga Madani (NM). The purpose of this study is to find out the description of artificial intelligence and marketing mix (people & place) in influencing the excellent service of PT BPRS NM. This study used an ex post facto quantitative approach, involving 100 customers of PT BPRS NM. Data were analyzed using SEM with the SmartPls 4.0 analysis tool. he results of the analysis show that the three variables influence the improvement of excellent service, with the variable marketing mix: place as the dominant variable
giving influence.