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Dewa Ayu Trisna Adhiswari Wedagama
Universitas Pendidikan Nasional
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Journal : Economic Reviews Journal

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Analisis Pengaruh Personalisasi Berbasis AI terhadap Niat Beli Konsumen Generasi Z di Shopee melalui Persepsi terhadap Personalisasi Diva Aryana, I Kadek; Adhiswari Wedagama, Dewa Ayu Trisna
Economic Reviews Journal Vol. 4 No. 4 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i4.1010

Abstract

This study aims to analyze the effect of artificial intelligence (AI)-based personalization on Generation Z consumers’ purchase intention on Shopee through perceived personalization as a mediating variable. This research employed a quantitative approach using a survey method involving 120 Generation Z respondents who actively use Shopee. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that AI-based personalization has a positive and significant effect on purchase intention. Perceived personalization also has a positive and significant effect on purchase intention and plays a mediating role in the relationship between AI-based personalization and Generation Z consumers’ purchase intention. This study highlights the importance of AI-driven personalization strategies in enhancing consumer engagement and purchase intention in e-commerce platforms.
Analisis Efektivitas Artificial Intelligence dalam Keputusan Pembelian Generasi Z: Studi Kasus pada Produk Gaenier di Platform Shopee Saputra, Rico Dharma; Wedagama, Dewa Ayu Trisna Adhiswari
Economic Reviews Journal Vol. 4 No. 4 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i4.1011

Abstract

This study aims to analyze the effectiveness of artificial intelligence (AI) in influencing Generation Z consumer purchasing decisions with trust (trust) as a mediating variable. This study focuses on Garnier cosmetic products marketed through the Shopee e-commerce platform. The research approach used is quantitative with a survey method of 160 Generation Z respondents who are active Shopee users and have experience using AI-based features, such as skin analysis and product recommendations. Data were collected through a questionnaire and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with the help of SmartPLS 4 software. The results show that artificial intelligence has a positive and significant effect on consumer trust. In addition, trust has a positive and significant effect on purchasing decisions. Artificial intelligence also has a direct effect on purchasing decisions, while trust is proven to partially mediate the relationship between artificial intelligence and purchasing decisions. This study confirms that the use of AI technology has an important role in building consumer trust and supporting Generation Z purchasing decision making on e-commerce platforms.
Co-Authors Anggreni, Ni Luh Jaya Decky Cipta Indrashwara Dewa Gede Bagus Andika Diva Aryana, I Kadek Graha, I Made Satya Hampur, Oktavianus I Gede Fery Surya Tapa I Made Agus Ariawan I Made Satya Graha I Nyoman Indra Kumara I P. Alit Suthanaya I PUTU PRANA WIRAATMAJA, I PUTU PRANA Ida Bagus Gde Agung Yoga Pramana Indah Dianti Putri, Putu Indrashawara, Decky Cipta Irma Suryanti Irma Suryanti Kadek Yuni Pratiwi Kenny Christovorus Manek Komang Ayu Eunike Sukaning Dewi Melati Budi Srikandi Pradnyanita Wistarini, Ni Nyoman Imas Pramana, Ida Bagus Gde Agung Yoga Prana Wiraatmaja, I Putu Putra, I Ketut Anzas Dwi Anggara Putri, Arista Wahyuni Putu Indah Dianti Putri Putu Kwintaryana Winaya Rhiana, Dynda Novi Saputra, Rico Dharma Sarahswati, Made Dwi Kanaka Suryanti , Irma