PENGARUH KECERDASAN BUATAN DAN KEPUASAN PELANGGAN DALAM REKOMENDASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI E-COMMERCE

Rizma Adelia; Hani Hasanah; Laras Annisa Ulfitri Nedi

doi:10.51903/ezkr9069

Authors

Rizma Adelia Universitas Islam Syekh-Yusuf
Hani Hasanah Universitas Islam Syekh-Yusuf
Laras Annisa Ulfitri Nedi Universitas Islam Syekh-Yusuf

DOI:

https://doi.org/10.51903/ezkr9069

Keywords:

E-commerce, Artificial Intelligence, Purchase Decision , Product Recommendation , Customer Satisfaction

Abstract

This study aims to analyze the influence of Artificial Intelligence (AI) and customer satisfaction in product recommendation systems on consumer purchasing decisions in e-commerce platforms.. This research employs a quantitative approach with purposive sampling, involving 160 respondents who have experienced AI-based product recommendations in e-commerce. Data were collected through online questionnaires and analyzed using smartpls 3. The results reveal that artificial intelligence significantly influences purchasing decisions on a partial basis. Likewise, customer satisfaction also shows a positive and significant effect. Simultaneously, both artificial intelligence and customer satisfaction have a significant impact on consumer purchasing decisions. These findings provide valuable implications for e-commerce platforms to develop more accurate, relevant, and user-centered recommendation systems.

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