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All Journal Jurnal Ilmu Sosial dan Humaniora Indonesian Journal of Management Science Jurnal Simki Economic
Amanatul Khoiriyah
Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan
Economics, Econometrics & Finance Social Sciences

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Pengaruh Personalisasi Artificial Intelligence dan Pengalaman Pelanggan terhadap Loyalitas Pelanggan: Studi pada Pengguna E-Commerce Shopee di Kabupaten Lamongan Mohammad Bastian Dwiki Rahmat; Darianto Darianto; Amanatul Khoiriyah
Jurnal Simki Economic Vol 9 No 1 (2026): Volume 9 Nomor 1 Tahun 2026
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v9i1.1487

Abstract

The growth of digital commerce in Indonesia continues to increase in line with shifting consumer shopping patterns that are becoming increasingly dependent on personalized online interactions. This study examines the influence of Artificial Intelligence personalization and customer experience on customer loyalty toward the Shopee platform in Lamongan Regency. A quantitative approach was applied using purposive sampling, involving 100 active users aged 18 - 40 years who had conducted multiple transactions within the past three months. The research employed structured questionnaires as the primary data-gathering instrument, and the resulting responses were examined through multiple linear regression using SPSS version 27. The analysis reveals that AI-driven personalization, together with customer experience, contributes positively to enhancing customer loyalty. These variables also reinforce each other when combined, suggesting that relevant services and consistent user experiences can enhance customers’ tendency to continue using the Shopee e-commerce platform. This study emphasizes the importance of integrating Artificial Intelligence systems with customer experience design that prioritizes convenience to foster long-term relationships with digital consumers.
Peran Harga sebagai Variabel Mediasi antara Personal Branding Kualitas Layanan terhadap Keputusan Pembelian Platform TikTok Anisa Nur Sholikah; Siti Musarofah; Amanatul Khoiriyah; Muhammad Sulton
SOSMANIORA: Jurnal Ilmu Sosial dan Humaniora Vol. 5 No. 2 (2026): Juni 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/sosmaniora.v5i2.7688

Abstract

This study aims to examine the influence of personal branding and service quality on purchase decisions, with price serving as a mediating variable on the TikTok Shop platform. The increasing trend of online shopping activities has encouraged businesses to strengthen their digital marketing strategies, including enhancing personal branding and improving service quality. This research applies a quantitative approach using a survey method. Data were collected from 91 students of Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan who had made purchases through TikTok Shop using a Likert-scale questionnaire. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) technique with the assistance of SmartPLS software. The findings indicate that personal branding and price have a significant effect on purchase decisions. Meanwhile, service quality does not have a direct effect on purchase decisions. However, personal branding and service quality significantly influence price. Furthermore, price is able to mediate the relationship between personal branding and service quality and purchase decisions. These findings emphasize that price plays a strategic role in shaping consumer purchase decisions on digital platforms.
Pengaruh Promosi Digital dan Word of Mouth terhadap Keputusan Pembelian Konsumen Momoyo Eka Wahyu Ramadhani; Siti Musarofah; Amanatul Khoiriyah; Dadang Wiratama
Indonesian Journal of Management Science Vol. 5 No. 1: Juni 2026
Publisher : Program Magister Manajemen Universitas Bhayangkara Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46821/ijms.v5i1.806

Abstract

Penelitian ini bertujuan menganalisis pengaruh promosi digital dan word of mouth terhadap keputusan pembelian konsumen Momoyo di Kabupaten Lamongan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan regresi linier berganda. Hasil penelitian menunjukkan bahwa promosi digital dan word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan.
Co-Authors Anisa Nur Sholikah Dadang Wiratama Darianto Darianto Eka Wahyu Ramadhani Mohammad Bastian Dwiki Rahmat Muhammad Sulton Siti Musarofah