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All Journal Jurnal Pendidikan Siber Nusantara Multidisciplinary Indonesian Center Journal Greenation International Journal of Economics and Accounting Efisiensi: Jurnal Penelitian dan Pengembangan Ilmu Manajemen Jurnal Manajemen, Bisnis dan Kewirausahaan Siber International Journal of Sport Education SYSTEMIC RESEARCH: Systemic and Information Technology Journal Greenation Management and Business Review (GMBR)
Andri Catur Trissetianto
Institut Teknologi Dan Bisnis Dewantara
Religion Humanities Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Social Sciences Other

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The Influence of Artificial Intelligence Utilization and Digital Personalization on Purchase Decisions through Consumer Trust as a Mediating Variable Andri Catur Trissetianto; Eidelweijs AP; Hapzi Ali; Dedy Tri Cahyono; Jaja Miharja
Greenation Management and Business Review Vol. 2 No. 1 (2025): Greenation Management and Business Review (October 2025)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gmbr.v2i1.610

Abstract

This study aims to analyze the influence of artificial intelligence utilization and digital personalization on purchase decisions through consumer trust as a mediating variable. Rapid digital transformation has encouraged e-commerce platforms to implement artificial intelligence-based systems to improve customer experience through product recommendations, personalized services, and predictive interactions. However, the effectiveness of these digital strategies in encouraging purchase decisions depends largely on consumer trust in digital systems. This research uses a quantitative approach with a survey method involving marketplace users who actively conduct online transactions. Data were collected through structured questionnaires distributed to respondents who have experience using digital marketplace platforms. The data analysis technique applies Partial Least Squares Structural Equation Modeling using SmartPLS. The results indicate that artificial intelligence utilization positively influences consumer trust, digital personalization positively affects consumer trust, and consumer trust significantly affects purchase decisions. Furthermore, consumer trust mediates the relationship between artificial intelligence utilization and digital personalization toward purchase decisions. These findings indicate that trust remains a strategic factor in strengthening digital business competitiveness in the current marketplace ecosystem.
Co-Authors Dedy Tri Cahyono Dedy Tri Cahyono Dedy Tri Cahyono Eidelweijs Adririnjani Putri Eidelweijs Andririnjani Putri Eidelweijs AP Hapzi Ali Jaja Miharja Jaja Miharja Jaja Miharja Mujito Mujito Mujito Mujito Mujito Mujito Ridwan Ridwan Ridwan Shirley Mo Ching Yeung Tika Kartika Asri Wawan Hari Subagyo