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All Journal Jurnal Ilmiah Ekonomika & Sains
Joanna Ciendy Inasa Putri
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Other

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Systematic Literature Review: Transformasi Perilaku Konsumen di E- Commerce Terhadap Pengaruh Personalisasi AI, Kekhawatiran Privasi, dan Loyalitas Merek pada Generasi Z Joanna Ciendy Inasa Putri; Mohammad Khusnu Milad
Jurnal Ilmiah Ekonomika & Sains Vol 6 No 2 (2025): November 2025 : Jurnal Ilmiah Ekonomika & Sains
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) - Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jiesa.v6i2.719

Abstract

The rapid advancement of artificial intelligence (AI) technology has significantly transformed how consumers interact with e-commerce platforms. Generation Z, as the most digitally engaged consumer segment, demonstrates a strong preference for personalized and seamless online shopping experiences. This study provides a comprehensive review of how AI-based recommendation systems shape Generation Z’s purchasing decisions by balancing personalization, privacy protection, and brand loyalty. Using a Systematic Literature Review (SLR) approach, this research compiles and interprets recent empirical findings from academic publications to identify emerging patterns, ethical challenges, and marketing strategies relevant to digital-native consumers. The findings indicate that AI-driven personalization enhances consumer engagement and strengthens brand relationships; however, privacy concerns remain a major barrier to building long-term trust. Therefore, e-commerce companies are encouraged to implement transparent and ethical data management policies to foster sustainable consumer loyalty among Generation Z.
Co-Authors Milad, Mohammad Khusnu