<![CDATA[The development of Artificial Intelligence (AI) technology on e-commerce platforms has improved recommendation and personalization systems to influence consumer behavior. This study aims to analyze the effects of Accuracy of Recommendation and Personalization Relevance on Purchase Decision, with Trust serving as a mediating variable among Generation Z Shopee users in Batam City. A quantitative approach was employed using a convenience sampling technique. Data were collected from 170 respondents through questionnaires and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The results indicate that Accuracy of Recommendation has a positive and significant effect on Trust (β = 0.523; p < 0.001), as does Personalization Relevance (β = 0.410; p < 0.001). Trust also has a positive and significant effect on Purchase Decision (β = 0.919; p < 0.001). Furthermore, Trust significantly mediates the effect of Accuracy of Recommendation (β = 0.480; p < 0.001) and Personalization Relevance (β = 0.376; p < 0.001) on Purchase Decision. These findings highlight the important role of trust in strengthening the impact of accurate recommendations and relevant personalization on Generation Z consumers’ purchasing decisions on the Shopee platform. ]]>
Copyrights © 2026
