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Diva Aryana, I Kadek
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Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analisis Pengaruh Personalisasi Berbasis AI terhadap Niat Beli Konsumen Generasi Z di Shopee melalui Persepsi terhadap Personalisasi Diva Aryana, I Kadek; Adhiswari Wedagama, Dewa Ayu Trisna
Economic Reviews Journal Vol. 4 No. 4 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i4.1010

Abstract

This study aims to analyze the effect of artificial intelligence (AI)-based personalization on Generation Z consumers’ purchase intention on Shopee through perceived personalization as a mediating variable. This research employed a quantitative approach using a survey method involving 120 Generation Z respondents who actively use Shopee. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that AI-based personalization has a positive and significant effect on purchase intention. Perceived personalization also has a positive and significant effect on purchase intention and plays a mediating role in the relationship between AI-based personalization and Generation Z consumers’ purchase intention. This study highlights the importance of AI-driven personalization strategies in enhancing consumer engagement and purchase intention in e-commerce platforms.
Co-Authors Dewa Ayu Trisna Adhiswari Wedagama