The Mediating Role of Consumer Trust in the Influence of AI Personalization and Content Marketing on Fashion Purchase Decisions

Anak Agung Ayu Rika Putri Supartha (Universitas Pendidikan Nasional, Denpasar, Indonesia)
Ni Putu Dhanan Kumaradewi M (Universitas Pendidikan Nasional, Denpasar, Indonesia)
Ida Bagus Gede Prabawa Putra Udiyana (Universitas Pendidikan Nasional, Denpasar, Indonesia)

SENTRI: Jurnal Riset Ilmiah
Vol. 5 No. 5 (2026): SENTRI : Jurnal Riset Ilmiah, Mei 2026

This study aims to examine the influence of AI Personalization and Content Marketing on Purchase Decision, both directly and indirectly through Consumer Trust in the fashion industry, using the Stimulus–Organism–Response (SOR) framework. A quantitative approach was applied through a survey of 120 respondents aged 18–28 years, and the data were analyzed using PLS-SEM. The results show that all relationships are positive and significant, where AI Personalization and Content Marketing act as stimuli that enhance Consumer Trust as the organism, which in turn drives Purchase Decision as the response. Additionally, Consumer Trust is proven to mediate the relationship between AI Personalization and Content Marketing with Purchase Decision. These findings highlight that effective personalization and strategic content marketing can build consumer trust and ultimately increase purchase decisions in the digital fashion context.