PENGARUH AI-DRIVEN PERSONALIZATION DAN CHATBOT TERHADAP PURCHASE INTENTION GEN-Z MELALUI PERCEIVED USEFULNESS DAN PERCEIVED TRUST

Abstrak

Penelitian ini menganalisis pengaruh personalisasi berbasis AI dan chatbot terhadap niat beli melalui persepsi kegunaan dan persepsi kepercayaan pada pengguna Shopee Generasi Z di Kabupaten Karanganyar. Sampel ditentukan menggunakan teknik purposive sampling sebanyak 145 responden berdasarkan rumus Hair. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan PLS-SEM dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa personalisasi berbasis AI berpengaruh signifikan terhadap persepsi kegunaan dan niat beli, tetapi tidak signifikan terhadap persepsi kepercayaan. Chatbot berpengaruh signifikan terhadap persepsi kepercayaan dan niat beli, tetapi tidak signifikan terhadap persepsi kegunaan. Persepsi kegunaan dan persepsi kepercayaan keduanya berpengaruh signifikan terhadap niat beli. Pada uji mediasi, persepsi kegunaan terbukti memediasi pengaruh personalisasi berbasis AI terhadap niat beli, tetapi tidak memediasi pengaruh chatbot. Persepsi kepercayaan terbukti sebagai mediator penuh pengaruh chatbot terhadap niat beli, tetapi tidak memediasi pengaruh personalisasi berbasis AI. Temuan ini mengonfirmasi bahwa personalisasi berbasis AI meningkatkan niat beli melalui jalur kegunaan yang dirasakan, sementara chatbot bekerja melalui pembentukan kepercayaan pada Generasi Z pengguna Shopee di Kabupaten Karanganyar.

This study analyzes the effect of AI-based personalization and chatbots on purchase intention through perceived usefulness and perceived trust among Generation Z Shopee users in Karanganyar Regency. The sample was determined using a purposive sampling technique of 145 respondents based on the Hair formula. Data were collected through a Likert-scale questionnaire and analyzed using PLS-SEM with SmartPLS 4. The results showed that AI-based personalization significantly influenced perceived usefulness and purchase intention, but not significantly on perceived trust. Chatbots significantly influenced perceived trust and purchase intention, but not significantly on perceived usefulness. Perceived usefulness and perceived trust both significantly influenced purchase intention. In the mediation test, perceived usefulness was shown to mediate the effect of AI-based personalization on purchase intention, but did not mediate the effect of chatbots. Perceived trust was shown to be a full mediator of the effect of chatbots on purchase intention, but did not mediate the effect of AI-based personalization. These findings confirm that AI-based personalization increases purchase intention through perceived usefulness, while chatbots work through building trust in Generation Z Shopee users in Karanganyar Regency.