Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Economic Reviews Journal
Saputra, Rico Dharma
Unknown Affiliation
Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Analisis Efektivitas Artificial Intelligence dalam Keputusan Pembelian Generasi Z: Studi Kasus pada Produk Gaenier di Platform Shopee Saputra, Rico Dharma; Wedagama, Dewa Ayu Trisna Adhiswari
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.v4i4.1011

Abstract

This study aims to analyze the effectiveness of artificial intelligence (AI) in influencing Generation Z consumer purchasing decisions with trust (trust) as a mediating variable. This study focuses on Garnier cosmetic products marketed through the Shopee e-commerce platform. The research approach used is quantitative with a survey method of 160 Generation Z respondents who are active Shopee users and have experience using AI-based features, such as skin analysis and product recommendations. Data were collected through a questionnaire and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with the help of SmartPLS 4 software. The results show that artificial intelligence has a positive and significant effect on consumer trust. In addition, trust has a positive and significant effect on purchasing decisions. Artificial intelligence also has a direct effect on purchasing decisions, while trust is proven to partially mediate the relationship between artificial intelligence and purchasing decisions. This study confirms that the use of AI technology has an important role in building consumer trust and supporting Generation Z purchasing decision making on e-commerce platforms.
Co-Authors Dewa Ayu Trisna Adhiswari Wedagama