Pengaruh Real Time Personalization dan AI Driven Recommendation System terhadap Purhase Decision pada Platform E-Commerce dengan Social Media Influence sebagai Variabel Mediasi: Studi pada Pengguna Shopee di Kota Semarang

Aulia Khalistasani Astungkara Gusrin (Departemen Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Diponegoro)
Rizal Hari Magnadi (Fakultas Ekonomika dan Bisnis, Universitas Diponegoro)

Diponegoro Journal of Management
Volume 15, Nomor 3, Tahun 2026

This study aims to analyse the effect of real-time personalisation and AI-driven recommendation systems on purchase decisions among Shopee users in Semarang City, with social media influence as a mediation variable in the context of AI-based e-commerce. A quantitative approach was used to collect primary data through a Google Forms-based questionnaire from 96 respondents in Semarang City. Data analysis was performed using SmartPLS software using the SEM-PLS method. The findings indicate that AI-driven recommendation systems have a positive and significant effect on purchase decisions, whereas real-time personalisation does not. Furthermore, social media influence has not been shown to mediate the relationship between the independent variables and purchase decisions. This study offers novelty by integrating AI-based technological stimulus variables and social factors into a single research model and by examining the mediating role of social media influence in a local e-commerce context, specifically among Shopee users in Semarang City. E-commerce managers need to prioritise optimising AI recommendation algorithms to improve purchasing decisions, while using social media as a supporting factor.