Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Diponegoro Journal of Management
Aulia Khalistasani Astungkara Gusrin
Departemen Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Diponegoro
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Real Time Personalization dan AI Driven Recommendation System terhadap Purhase Decision pada Platform E-Commerce dengan Social Media Influence sebagai Variabel Mediasi: Studi pada Pengguna Shopee di Kota Semarang Aulia Khalistasani Astungkara Gusrin; Rizal Hari Magnadi
Diponegoro Journal of Management Volume 15, Nomor 3, Tahun 2026
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyse the effect of real-time personalisation and AI-driven recommendation systems on purchase decisions among Shopee users in Semarang City, with social media influence as a mediation variable in the context of AI-based e-commerce. A quantitative approach was used to collect primary data through a Google Forms-based questionnaire from 96 respondents in Semarang City. Data analysis was performed using SmartPLS software using the SEM-PLS method. The findings indicate that AI-driven recommendation systems have a positive and significant effect on purchase decisions, whereas real-time personalisation does not. Furthermore, social media influence has not been shown to mediate the relationship between the independent variables and purchase decisions. This study offers novelty by integrating AI-based technological stimulus variables and social factors into a single research model and by examining the mediating role of social media influence in a local e-commerce context, specifically among Shopee users in Semarang City. E-commerce managers need to prioritise optimising AI recommendation algorithms to improve purchasing decisions, while using social media as a supporting factor.
Co-Authors Rizal Hari Magnadi