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All Journal J-MIND (Jurnal Manajemen Indonesia)
intan aulia
Uin Raden Mas Said Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH AI-DRIVEN PERSONALIZATION TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL MEDIASI DI SHOPEE (STUDI KASUS MAHASISWA UIN RADEN MAS SAID SURAKARTA) intan aulia
J-MIND (Jurnal Manajemen Indonesia) Vol. 10 No. 3 (2025): J-MIND (Jurnal Manajemen Indonesia), December 2025
Publisher : LPPM Universitas Malikussaleh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29103/j-mind.v10i3.25582

Abstract

This study examines the relationship between AI-driven personalization and purchasing decisions with consumer trust as a mediator among students at UIN Raden Mas Said Surakarta. This study uses a quantitative approach with a population of all students at UIN Raden Mas Said Surakarta. A total of 150 respondents were selected using purposive sampling. Data were collected through an online questionnaire and analyzed using reliability and validity tests with structural equation modeling (SEM) using Smart PLS version 3.0 software. The results showed that AI-driven personalization influences purchasing decisions with consumer trust as a mediator. High consumer trust can influence the use of AI-driven personalization and purchasing decisions.
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