The Impact of Al-driven Personalized Marketing on Consumer Satisfaction and Purchasing Behavior Among Young E-commerce Users in Indonesia

Vieri Rizkitama, Bayu Sutikno, S.E.,M.S.M., Ph.D. ; I Wayan Nuka Lantara, M.Si., Ph.D.

2025 | Skripsi | MANAJEMEN

Penelitian ini meneliti dampak pemasaran personal berbasis kecerdasan buatan (AI) terhadap kepuasan konsumen dan perilaku pembelian di kalangan pengguna e-commerce Generasi Z di Indonesia berusia 18–25 tahun. Berlandaskan pada Technology Acceptance Model (TAM) dan Expectation-Confirmation Theory (ECT), penelitian ini menganalisis bagaimana persepsi terhadap personalisasi memengaruhi respons konsumen dalam konteks belanja digital. Dengan desain survei kuantitatif potong lintang, diperoleh 153 respons valid yang dianalisis menggunakan SPSS. Analisis deskriptif, korelasi, dan regresi menunjukkan hubungan positif yang signifikan antara persepsi personalisasi, kepuasan, dan perilaku pembelian. Persepsi terbukti menjadi prediktor kuat kepuasan, sementara persepsi dan kepuasan sama-sama berpengaruh signifikan terhadap perilaku pembelian. Temuan ini menegaskan pentingnya strategi personalisasi yang relevan dan berpusat pada pengguna untuk meningkatkan kepercayaan dan konversi. Penelitian ini berkontribusi pada literatur terbatas mengenai personalisasi berbasis AI di Asia Tenggara, sekaligus memberikan wawasan praktis bagi pemasar yang menargetkan konsumen digital muda di pasar e-commerce yang sedang berkembang.

This study investigates the impact of AI-driven personalized marketing on consumer satisfaction and purchasing behavior among Indonesian Generation Z e-commerce users aged 18–25. Grounded in the Technology Acceptance Model (TAM) and Expectation-Confirmation Theory (ECT), the research explores how perceived personalization influences consumer responses in digital shopping contexts. Using a quantitative, cross-sectional survey design, 153 valid responses were collected and analyzed using SPSS. Descriptive, correlation, and regression analyses revealed significant positive relationships between perceived personalization, satisfaction, and purchasing behavior. Perception strongly predicted satisfaction, while both perception and satisfaction significantly influenced purchasing behavior. The findings highlight the psychological and behavioral impact of AI personalization. Practical implications include the importance of relevance-driven and user-centered personalization strategies to foster trust and conversion. This study contributes to the limited localized research on AI personalization in Southeast Asia and provides actionable insights for marketers targeting young digital consumers in emerging e-commerce markets.

Kata Kunci : Artificial Intelligence, Personalized Marketing, Consumer Satisfaction, Purchasing Behavior, Generation Z, E-commerce, Indonesia