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The Effect of Generative AI-Based Content Quality on Purchase Intention: A Study on TikTok Users Muhammad Alfito Danuarta; Ratih Amelia
Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 2 (June 2026)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v8i2.1439

This study empirically examines the direct influence of Generative AI and content creation on purchase intention among TikTok users in Indonesia. Grounded in the Stimulus-Organism-Response theory, GenAI and content creation are positioned as digital marketing stimuli that shape consumer behavioral responses. Using a quantitative approach with an explanatory research design, data were collected via an online questionnaire distributed to Generation Z and Millennial users in East Java who had been exposed to AI-assisted promotional content on TikTok. A total of 169 valid respondents were obtained through purposive sampling. Multiple linear regression analysis was employed after confirming validity, reliability, and classical assumption tests. Results indicate that GenAI (β = 0.893, t = 16.673, p < 0.001) and content creation (β = 0.357, t = 5.088, p < 0.001) both significantly and positively influence purchase intention, explaining 78.3% of its variance (Adjusted R² = 0.783). GenAI emerged as the dominant predictor (Beta = 0.737). This study contributes to the digital marketing literature by simultaneously testing two variables previously examined in isolation within the short-video platform context of TikTok.

Pengaruh E-service quality dan Digital After-Sales service terhadap Repurchase intention melalui Customer satisfaction RedSeller RedDoorz Naufal Zamzami; Fresha Kharisma; Achmad Fitro; Ratih Amelia
Jibaku: Jurnal Ilmiah Bisnis, Manajemen dan Akuntansi Vol. 6 No. 2 (2026): Juli
Publisher : Universitas Ngudi Waluyo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35473/jibaku.v6i2.5117

The advancement of digital commerce requires e-commerce platforms to continuously improve service quality to maintain customer satisfaction and encourage repurchase intention. This study aims to examine the effects of E-service quality and Digital After-Sales service on Customer satisfaction and Repurchase intention among RedSeller RedDoorz agents. A quantitative approach was employed using the SEM-PLS method (SmartPLS 4) with 162 respondents selected through purposive sampling. The results indicate that E-service quality has a positive and significant effect on both Customer satisfaction and Repurchase intention. In contrast, Digital After-Sales service does not have a significant effect on Customer satisfaction but has a positive and significant effect on Repurchase intention. Customer satisfaction is also found to have a positive and significant effect on Repurchase intention. Furthermore, Customer satisfaction does not mediate the relationship between E-service quality and Repurchase intention, nor the relationship between Digital After-Sales service and Repurchase intention. These findings suggest that customers' repurchase intention toward RedSeller is influenced more directly by digital service quality and after-sales service than through customer satisfaction. Therefore, RedDoorz should continuously enhance its e-service quality and strengthen effective after-sales support to encourage sustainable service usage and customer retention. Abstrak Kemajuan perdagangan digital mengharuskan platform e-commerce untuk terus meningkatkan kualitas layanan guna mempertahankan kepuasan pelanggan dan mendorong niat pembelian kembali. Penelitian ini bertujuan menganalisis pengaruh E-service quality dan Digital After-Sales service terhadap Customer satisfaction serta Repurchase intention pada agen RedSeller RedDoorz. Penelitian menggunakan pendekatan kuantitatif dengan metode SEM-PLS (SmartPLS 4) terhadap 162 responden yang dipilih menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa E-service quality berpengaruh positif dan signifikan terhadap Customer satisfaction dan Repurchase intention. Sebaliknya, Digital After-Sales service tidak berpengaruh signifikan terhadap Customer satisfaction, namun berpengaruh positif dan signifikan terhadap Repurchase intention. Customer satisfaction juga terbukti berpengaruh positif dan signifikan terhadap Repurchase intention. Selain itu, Customer satisfaction tidak mampu memediasi pengaruh E-service quality maupun Digital After-Sales service terhadap Repurchase intention. Temuan ini menunjukkan bahwa niat pembelian kembali pelanggan RedSeller lebih banyak dipengaruhi secara langsung oleh kualitas layanan digital dan layanan purna jual dibandingkan melalui mekanisme kepuasan pelanggan. Oleh karena itu, RedDoorz perlu terus meningkatkan kualitas e-service dan efektivitas layanan after-sales untuk mendorong penggunaan layanan secara berkelanjutan.

Impact of Perceived Usefulness on Actual Chatbot System Usage: An Attitude Toward Using Mediation Approach on Shopee E-commerce Muhammad Nauval Daffa Agresdiant; Ratih Amelia
Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 2 (June 2026)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v8i2.1438

The rapid growth of e-commerce in Indonesia, driven by internet penetration reaching 229.4 million users in 2025, has intensified marketplace competition with Shopee maintaining its dominant position. While chatbot AI has become a critical customer service interface in e-commerce platforms, its mere presence does not guarantee actual use by all users. This study aims to examine the influence of Perceived Usefulness on Actual System Usage of Shopee's chatbot, with Attitude Toward Using as a mediating variable, within the Technology Acceptance Model framework. A quantitative explanatory approach was employed, involving 190 Shopee chatbot users in East Java selected through purposive sampling. Data were collected via an online questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling with SmartPLS 3, including bootstrapping with 5,000 resamples for mediation testing. All four hypotheses were supported. PU significantly influences ATU (β = 0.623; p < 0.001) and ASU directly (β = 0.265; p = 0.003). ATU significantly influences ASU (β = 0.540; p < 0.001). ATU partially mediates the PU–ASU relationship with an indirect effect of 0.336 and VAF of 55.9%, confirming complementary partial mediation. The model explains 54.0% of ASU variance. ATU serves as the dominant mediating mechanism through which PU influences actual chatbot usage, with more than half of PU's total effect on ASU operating through positive attitude formation. These findings underscore the strategic importance of affective user experience design alongside functional improvements in e-commerce chatbot development.

The Effect of Generative AI-Based Content Quality on Purchase Intention: A Study on TikTok Users Muhammad Alfito Danuarta; Ratih Amelia
Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 2 (June 2026)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v8i2.1439

This study empirically examines the direct influence of Generative AI and content creation on purchase intention among TikTok users in Indonesia. Grounded in the Stimulus-Organism-Response theory, GenAI and content creation are positioned as digital marketing stimuli that shape consumer behavioral responses. Using a quantitative approach with an explanatory research design, data were collected via an online questionnaire distributed to Generation Z and Millennial users in East Java who had been exposed to AI-assisted promotional content on TikTok. A total of 169 valid respondents were obtained through purposive sampling. Multiple linear regression analysis was employed after confirming validity, reliability, and classical assumption tests. Results indicate that GenAI (β = 0.893, t = 16.673, p < 0.001) and content creation (β = 0.357, t = 5.088, p < 0.001) both significantly and positively influence purchase intention, explaining 78.3% of its variance (Adjusted R² = 0.783). GenAI emerged as the dominant predictor (Beta = 0.737). This study contributes to the digital marketing literature by simultaneously testing two variables previously examined in isolation within the short-video platform context of TikTok.

Peran Financial Technology Dalam Memediasi Pengaruh Literasi Keuangan Digital Dan Pemasaran Digital Terhadap Kinerja Umkm Di Kab Karawang Mikail Ahmad Fa’iq Al-Fattah; Achmad Kautsar; Ratih Amelia; Hujjatullah Fazlurrahman
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 5 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/n51ecq94

Penelitian ini bertujuan untuk menganalisis pengaruh literasi keuangan digital dan pemasaran digital terhadap kinerja usaha mikro, kecil, dan menengah (UMKM), serta menguji peran financial technology sebagai variabel mediasi pada UMKM sektor makanan dan minuman di Kabupaten Karawang. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian verifikatif dan metode survei. Sampel penelitian berjumlah 100 pelaku UMKM yang ditentukan melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner berskala Likert dan dianalisis dengan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa literasi keuangan digital berpengaruh positif dan signifikan terhadap financial technology, namun tidak berpengaruh signifikan terhadap kinerja UMKM. Pemasaran digital berpengaruh positif dan signifikan terhadap financial technology serta kinerja UMKM. Sementara itu, financial technology tidak berpengaruh signifikan terhadap kinerja UMKM dan tidak mampu memediasi pengaruh literasi keuangan digital maupun pemasaran digital terhadap kinerja UMKM. Temuan ini menunjukkan bahwa peningkatan kinerja UMKM lebih ditentukan oleh penguatan pemasaran digital dibandingkan oleh pemanfaatan financial technology. Penelitian ini memberikan implikasi bahwa strategi pengembangan UMKM perlu diarahkan pada penguatan kapasitas pemasaran digital secara berkelanjutan, disertai peningkatan literasi keuangan digital yang berorientasi pada pemanfaatan strategis dalam pengelolaan usaha.

Penguatan Keuangan Sederhana dan Kontrol Kualitas Pada UMKM Makanan dan Minuman Achmad Kautsar; Hujjatullah Fazlurrahman; Ratih Amelia; Renny Sari Dewi; Dhiyan Septa Wihara; Achmad Fitro
Abimanyu : Jornal of Community Engagement Vol 6 No `1 (2025): February 2025
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/abi.v6n`1.p56-63

Based on the results of the interviews, it is still found that the quality standards for the taste of the chips produced by the Ketintang Village MSMEs still change frequently, so it is necessary to organize quality control as well as financial records so that the financial management of MSMEs in Ketintang Village is even better. The solution offered is to provide training on Quality Control and making simple financial reports to improve the performance of MSMEs in Ketintang Village Surabaya. The approach method offered to solve partner problems that have been mutually agreed upon and stages is the training and mentoring method. these results show that the effectiveness of community service activities is almost 80% achieved. Training on Standard Operating Procedures (SOPs) and simple finance provides great benefits for MSMEs in building a more structured and efficient business foundation. From this training, participants gained an understanding of the importance of SOPs as work guidelines to improve operational consistency and quality. In addition, the simple finance training provided insights for businesses on the importance of recording transactions, preparing financial statements, and good cash flow management. By mastering these materials, MSMEs can increase productivity and competitiveness in the market.

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