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All Journal Jurnal Hortikultura Indonesia (JHI) Jurnal Keteknikan Pertanian Tropis dan Biosistem Jurnal Biologi Tropis Jurnal Agrotek Tropika AGROSCIENCE Jurnal Ilmiah Manajemen Kesatuan Jurnal Ilmu Komputer dan Teknologi (IKOMTI) Jurnal Abdimas Musi Charitas
Herik Sugeru
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Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Health Professions Immunology & microbiology Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences

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The Impact of AI Personalization on User Satisfaction and Usage Intention in B2B Agricultural E-Platforms Sularto, Lana; Hermawati, Sri; Sugiarti, Rina; A. R., Dewi; Lestari, Ira Phajar; Sugeru, Herik
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4211

Abstract

The rapid growth of agribusiness e-commerce platforms has highlighted the importance of user satisfaction and continued use for their success. This study aimed to evaluate user satisfaction and usage intention, focusing on key factors influencing user behavior. A quantitative approach was employed, collecting data from 200 respondents using a 5-point Likert scale questionnaire. The analysis used multiple linear regression to assess the impact of content, accuracy, format, ease of use, and timeliness on satisfaction, and partial least squares structural equation modeling to examine relationships involving artificial intelligence personalization, content quality, system quality, usability, satisfaction, and usage intention. The findings showed that content, accuracy, and timeliness strongly drive satisfaction, while ease of use and format revealed interface challenges. Artificial intelligence personalization, content quality, and system quality significantly influenced satisfaction and usage intention, but usability had no direct effect on usage intention. satisfaction mediated the effects of artificial intelligence personalization and system quality on usage intention. This study concludes that improving interface design and enhancing personalized, reliable systems can boost user satisfaction and retention, offering valuable insights for agribusiness e-commerce platforms to optimize user experience and support sustainable growth.
Co-Authors A. R., Dewi Abadi, Kalingga Kencana Aisyah Aisyah Asyar, Ahmad Wildan Budiman Budiman Budiman Edi Minaji Pribadi Fahnum, Budi Utami Hіlmі А’іnі Nurthoyіbаh Kurniasih, Ratih Lana Sularto Lestari, Ira Phajar Maya Melati Muchаmmаd Yаfіk Rаmаdhаnі Іlhаm Muhammad Ridha Alfarabi Istiqlal Muhаmmаd Аffаrеl Аbhіnаyа Nur Fаjаr Musa, Purnawarman Nurthoyibah, Hilmi Aini Rahmawati, Rina Fatimah Ramdan, Adam Wafi Rina Sugiarti Salsabila, Nisa Samudra, Bagas Elang Slamet Susanto Sri Hermawati Sri Minten Vіndіаr Johаn Dіputrа Warip, Warip