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All Journal Innovative: Journal Of Social Science Research Jurnal Pengabdian Pada Masyarakat METHABDI Economics, Business, Accounting & Society Review
Ningsih, Nadya Nurlailya
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Journal : Innovative: Journal Of Social Science Research

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The AI Personalization Driven Path To Repurchase Intension in Travel Apps Ningsih, Nadya Nurlailya; Reken, Feky; Kurniawan, Sabda Aji
Innovative: Journal Of Social Science Research Vol. 5 No. 3 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i3.18894

Abstract

With the rapid advancement of digital technology, artificial intelligence (AI) plays a vital role in enhancing user experiences in travel applications. This study investigates the influence of AI Personalization (X1) and User Experience (X2) on Repurchase Intention (Y), with E-Satisfaction (Z) as a mediating variable. A total of 380 travel app users in Maluku Province participated via an online survey. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).Results show that AI Personalization and User Experience significantly affect E-Satisfaction, which in turn positively influences Repurchase Intention. E-Satisfaction serves as a key mediator, indicating that satisfied users are more likely to repurchase. Although AI Personalization contributes positively, User Experience has a stronger impact on Repurchase Intention. This suggests that personalization alone is not sufficient to build loyalty. The study highlights the importance for travel app developers to optimize both AI-driven personalization and intuitive user experiences to enhance user satisfaction and encourage repeat purchases. Keywords: AI Personalization, User Experience, E-Satisfaction, Repurchase Intention, Travel Applications, Structural Equation Modeling (SEM), Partial Least Squares (PLS).
Co-Authors Hanoeboen, Bin Raudha A. Hanoeboen, Bin Raudha Arif Kurniawan, Sabda Aji Reken, Feky Yusuf T, Glen Andre