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All Journal Jurnal Ekonomi, Manajemen, dan Bisnis
Rizkyka Agsyana Amaretta
Department of Management Program, Faculty of Economics and Business, Universitas Pembangunan Nasional Veteran Jakarta, Indonesia
Economics, Econometrics & Finance

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The Effect of AI-Driven Personalization, Chatbot Interaction, and Dynamic Pricing on Consumer Purchase Decisions through Trust in AI Systems Rizkyka Agsyana Amaretta; Alfatih Sikki Manggabarani
Jurnal Ekonomi, Manajemen, dan Bisnis Vol. 4 No. 2 (2026): Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Kalibra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70716/emis.v4i2.554

Abstract

The rapid adoption of Artificial Intelligence (AI) in digital marketing has changed how consumers interact with brands, particularly through personalized recommendations, chatbot services, and dynamic pricing. However, although these AI-based features are widely used on digital platforms, consumers may still question their reliability, fairness, and transparency. This study aims to examine the effects of AI-driven personalization, AI-enabled chatbot interaction, and AI-based dynamic pricing on consumer purchase decisions through trust in AI systems. This research employed a quantitative approach using a cross-sectional survey of consumers who had experience using AI-based features on digital platforms in Indonesia. Data was analyzed using PLS-SEM. The results show that AI-driven personalization and chatbot interaction positively influence purchase decisions, while dynamic pricing has no direct effect. Trust in AI systems significantly mediates the relationship between AI-based marketing features and purchase decisions. This study concludes that consumer trust is essential in converting AI-driven marketing strategies into purchase behavior.
Co-Authors Alfatih S. Manggabarani