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All Journal FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi
Dwi Martiyanti
Universitas Mulawarman, Samarinda, Indonesia.
Economics, Econometrics & Finance

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Peran Kepuasan sebagai Variabel Mediator dalam Hubungan antara Atribut Toko dan Pengalaman Pelanggan terhadap Niat Membeli Kembali pada Generasi Z Siti Fitriyani; Dwi Martiyanti; Nita Priska Ambarita
FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 27 No. 4 (2025): Oktober
Publisher : FEB Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jfor.v27i1/4295

Abstract

Penelitian ini bertujuan untuk menjelaskan bagaimana atribut toko dan pengalaman pelanggan memengaruhi niat membeli kembali pada Generasi Z, dengan kepuasan pelanggan sebagai variabel mediator. Data dikumpulkan melalui penyebaran kuesioner kepada responden Gen Z, kemudian dianalisis menggunakan Partial Least Squares (PLS) untuk melihat hubungan antarvariabel secara lebih komprehensif. Hasil analisis menunjukkan bahwa atribut toko dan pengalaman pelanggan berpengaruh positif terhadap kepuasan, dan kepuasan terbukti memediasi pengaruh keduanya terhadap niat membeli kembali. Temuan ini menegaskan bahwa semakin baik persepsi Gen Z terhadap toko dan pengalaman belanja, semakin tinggi kepuasan yang mereka rasakan, yang pada akhirnya mendorong keinginan mereka untuk melakukan pembelian ulang
The Influence of Perceived Personalization on Sustainable Purchase Decision: The Mediating Roles of AI Trust and Customer Experience Wiena Aprilia; Arvin Said; Raysha Fadillah Raihany; Nurul Asrillah; Zahra Aulia; Dwi Martiyanti
FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 27 No. Special Issue (2025): Desember
Publisher : FEB Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jfor.v27i1/4440

Abstract

Increasing competition in the beauty industry requires companies to continuously innovate and improve service quality. One rapidly growing innovation is the application of personalized artificial intelligence (AI) services to provide experiences relevant to individual needs and build customer trust in the brand. This study aims to analyze the perceived influence of personalization on the AI Skin Analyzer feature on purchasing decisions by examining the mediating role of customer experience and trust in AI. This study uses a quantitative approach involving 150 respondents who are beauty website users who have used the AI Skin Analyzer feature in Samarinda. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationship between variables. The results show that perceived personalization significantly influences customer purchasing behavior. This relationship was also mediated by experience and trust in the AI skin analyzer. The study shows that the use of personalized AI leads to positive experiences, increases trust, and has a positive impact on purchasing behavior. These findings contribute to the understanding of how personalized AI services can shape consumer perceptions and behaviors in the beauty industry
Co-Authors Arvin Said Nita Priska Ambarita Nurul Asrillah Raysha Fadillah Raihany Siti Fitriyani Wiena Aprilia Zahra Aulia