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All Journal JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Lang, Ratnawati
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Economics, Econometrics & Finance Education

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Pemanfaatan Teknologi Artificial Intelligence Dalam Memasarkan Produk Secara Digital dan Dampaknya Terhadap Customer Repurchase Intention pada Shopee Lang, Ratnawati; Saragih, Fry Melda; Hanoky, Alif
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 8 No 2 (2024): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v8i2.26724

Abstract

Research exploring the impact of artificial intelligence (AI) technology in marketing products via e-commerce on consumer repurchase decisions remains limited. Therefore, this study aims to investigate the influence of AI-based product recommendations and chatbot quality on Shopee on consumer repurchase intention, mediated by consumer consideration. This study adopts an explanatory research approach. Data will be collected using a questionnaire created with Google Forms and distributed through social media to consumers who have made purchases on Shopee. Purposive sampling was employed, yielding 155 respondents. Analysis will be conducted using SmartPls3.0 and the partial least squares structural equation model (PLS-SEM). Findings indicate that chatbot quality in AI significantly impacts consumer consideration and repurchase intention, whereas product recommendations in AI do not. Additionally, consumer consideration mediates the relationship between chatbot quality and repurchase intention.
Analisis Pola Perilaku Pembelian Impulsif Generasi Z di Pontianak pada Platform Social Commerce: SOR Theory Lang, Ratnawati
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 8 No 3 (2024): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v8i3.27831

Abstract

This study aims to explore the influence of Visual Content, Online Reviews, and Social Media Influencers on Positive Emotions and Impulse Buying on social commerce platforms among Generation Z. The methodology employed in this research is a quantitative survey involving a sample of 160 respondents consisting of students in Pontianak. Data were collected using a questionnaire with closed-ended questions and analyzed using path analysis techniques to test the proposed hypotheses. The findings reveal that Online Reviews and Social Media Influencers significantly impact Positive Emotions and Impulse Buying, while Visual Content does not show a significant influence. The study also found that Positive Emotions contribute to increased Impulse Buying. The implications of this research provide insights for marketers in designing more effective marketing strategies in the digital age, emphasizing the importance of online reviews and the role of influencers in influencing consumer buying behavior. The results of this study are expected to serve as a reference for future research in consumer behavior and digital marketing.
AI-Driven Personalization in E-Commerce: Impact on Customer Engagement and the Role of Privacy Concerns Lang, Ratnawati; Saragih, Afni Eliana
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 9 No 2 (2025): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v9i2.30466

Abstract

This study addresses the gap in understanding the effects of different AI-driven personalization strategies on customer engagement in e-commerce, particularly considering the moderating role of privacy concerns. The purpose is to analyze how product recommendations, AI-driven customer service, and automated personalized promotions influence customer engagement, and how privacy concerns affect these relationships. A quantitative approach was applied using survey data collected from 258 e-commerce users. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that automated personalized promotions significantly enhance customer engagement, while product recommendations and AI-driven customer service do not have a significant impact. The findings suggest that privacy concerns play a critical role in moderating the effectiveness of AI personalization. This study contributes to e-commerce marketing strategies by highlighting the importance of privacy considerations and targeted personalized promotions to increase customer engagement. Future research should explore privacy concern mitigation and test findings across diverse e-commerce platforms.
Co-Authors Hanoky, Alif Saragih, Afni Eliana Saragih, Fry Melda