Human–tech synergy: How digital marketing 5.0 shapes customer decisions in Pegadaian’s digital ecosystem

Abstract

Background: The acceleration of digital transformation has reshaped consumer behavior within financial service ecosystems, particularly through the adoption of advanced technologies integrating predictive intelligence, contextual personalization, ethical algorithms, and customer experience enhancement. Pegadaian Digital represents a significant example of the integration of Marketing 5.0 principles in Indonesia’s financial sector, combining artificial intelligence and human-centered technology to support digital transactions and decision-making processes. However, empirical research assessing how these Marketing 5.0 dimensions influence consumer purchase decisions—especially within state-owned digital financial platforms—remains limited. Methods: This study employed a quantitative approach using multiple linear regression analysis with purposive sampling. A total of 130 respondents participated, consisting of active users of the Pegadaian Digital application who engaged within the last six months. Five independent variables were analyzed: Predictive Marketing, Contextual Marketing, Augmented Reality (AR) Marketing, Ethical and Human-Centered Application of Technology, and Customer Journey. Findings: The regression model demonstrates statistical significance with an F-value of 51.111 and a p-value < 0.001, indicating that the model effectively predicts consumer decisions. The results reveal that Predictive Marketing (B = 0.224, Sig. = 0.038), Contextual Marketing (B = 0.285, Sig. = 0.015), Ethical and Human-Centered Technology (B = 0.262, Sig. = 0.016), and Customer Journey (B = 0.256, Sig. = 0.012) have a positive and significant effect on consumer decisions. Meanwhile, Augmented Reality Marketing (B = 0.148, Sig. = 0.182) does not significantly influence consumer decision-making. The strongest predictor is Customer Journey (β = 0.229), followed by Ethical Technology and Contextual Marketing. Conclusion: Predictive Marketing, Contextual Marketing, Ethical and Human-Centered Technology, and Customer Journey Engagement play a crucial role in shaping consumer purchase decisions in the Pegadaian Digital ecosystem, whereas AR marketing has not yet demonstrated a significant impact. These findings underscore the importance of human–tech synergy in enhancing trust, personalization, and decision effectiveness in digital financial services. Novelty/Originality of this article: This study introduces an integrated empirical model examining Marketing 5.0 strategic dimensions collectively within a digital financial environment—an analytical perspective that remains underexplored, especially in state-owned hybrid service institutions. The research also contributes empirical evidence regarding the limited role of AR marketing in financial decision-making contexts.