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All Journal Bata Ilyas Educational Management Review
Mufidatul Azmi
Faculty of Economics and Business, Universitas Negeri Makassar, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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The Role Of Consumer Trust In Ai-Driven Personalized Marketing And Purchase Decisions Mufidatul Azmi; Chairunnisaa Miftahurrahmah Zenida Huzaen; Ade Vidya Eryanti
Bata Ilyas Educational Management Review Vol. 6 No. 1: January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/biemr.v6i1.3828

Abstract

This study examines the role of AI-Driven Consumer Trust in mediating the relationship between AI-Driven Personalized Marketing and Consumer Decision-Making among Generation Z consumers in Makassar, Indonesia. A quantitative explanatory design was employed, and data were collected from 128 respondents using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that AI-driven personalized marketing significantly influences consumer decision-making both directly and indirectly through consumer trust, confirming a partial mediating effect. These results suggest that while personalization enhances the relevance and effectiveness of marketing content, its impact on decision-making is strengthened when consumers develop trust in AI-based systems. Conversely, ethical and privacy implications were not found to have a significant direct effect on consumer decision-making. This finding implies that, within the Generation Z context, perceived practical benefits such as relevance and convenience tend to outweigh normative concerns related to data ethics and privacy. The study contributes to the literature by providing empirical evidence on the mediating role of trust in AI-driven marketing within an emerging market context.
Co-Authors Ade Vidya Eryanti Chairunnisaa Miftahurrahmah Zenida Huzaen