PENGARUH AI-DRIVEN PERSONALIZATION TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL MEDIASI DI SHOPEE (STUDI KASUS MAHASISWA UIN RADEN MAS SAID SURAKARTA)
DOI:
https://doi.org/10.29103/j-mind.v10i3.25582Abstract
This study examines the relationship between AI-driven personalization and purchasing decisions with consumer trust as a mediator among students at UIN Raden Mas Said Surakarta. This study uses a quantitative approach with a population of all students at UIN Raden Mas Said Surakarta. A total of 150 respondents were selected using purposive sampling. Data were collected through an online questionnaire and analyzed using reliability and validity tests with structural equation modeling (SEM) using Smart PLS version 3.0 software. The results showed that AI-driven personalization influences purchasing decisions with consumer trust as a mediator. High consumer trust can influence the use of AI-driven personalization and purchasing decisions.
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