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p-Index From 2021 - 2026
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All Journal Journal of Economics, Entrepreneurship, Management Business and Accounting
Inggang Perwangsa Nuralam
Universitas Brawijaya, Indonesia
Economics, Econometrics & Finance

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Enhancing Value Co-Creation through Artificial Intelligence-Based Personalization among Generation Z Traveloka Users Maulana Tri Adi; Inggang Perwangsa Nuralam; Wiyata Wiyata
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 4 (2026): Volume 4, Issue 4, July 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i4.1236

Abstract

Purpose – This study examines the effect of AI-enabled personalization on value co-creation among Generation Z users of Traveloka in Indonesia through perceived interactivity and perceived personalization. The study is important because AI-based personalization has become a key strategy in improving customer experience in the online travel agency (OTA) industry. Design/methodology/approach – This study used a quantitative explanatory approach with survey data collected from 200 Generation Z users of Traveloka. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. Finding/Results – The results show that AI-enabled personalization significantly influences perceived interactivity, perceived personalization, and value co-creation. However, perceived interactivity and perceived personalization have positive but insignificant effects on value co-creation. Originality/Value – This study extends the application of Stimulus-Organism-Response (SOR) theory in the OTA context by highlighting the important role of AI-enabled personalization in enhancing value co-creation among Generation Z users. The findings provide practical insights for OTA companies to strengthen AI-based personalization strategies in digital services.
Co-Authors Maulana Tri Adi Wiyata Wiyata