Pengaruh Artificial Intelligence dan Hyper-Personalization terhadap Niat Beli Generasi Z pada Platform Social Commerce Shopee: Peran Mediasi Kepercayaan Konsumen
DOI:
https://doi.org/10.47134/jampk.v3i3.1057Keywords:
Artificial Intelligence, Hyper-Personalization, Kepercayaan Konsumen, Niat Beli, Social Commerce, Generasi Z, ShopeeAbstract
Perkembangan teknologi digital mendorong platform social commerce untuk mengintegrasikan Artificial Intelligence (AI) dan strategi hyper-personalization dalam rangka meningkatkan pengalaman berbelanja konsumen. Generasi Z sebagai digital natives memiliki ekspektasi tinggi terhadap layanan yang cepat, relevan, dan personal, namun juga menunjukkan sensitivitas yang tinggi terhadap isu kepercayaan dan keamanan data. Penelitian ini bertujuan untuk menganalisis pengaruh Artificial Intelligence dan hyper-personalization terhadap niat beli Generasi Z pada platform social commerce Shopee, serta menguji peran kepercayaan konsumen sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 300 responden Generasi Z pengguna Shopee di Indonesia. Teknik pengambilan sampel dilakukan secara purposive sampling. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antarvariabel. Hasil penelitian menunjukkan bahwa Artificial Intelligence dan hyper-personalization berpengaruh positif dan signifikan terhadap niat beli serta kepercayaan konsumen. Selain itu, kepercayaan konsumen terbukti berpengaruh positif terhadap niat beli dan berperan sebagai variabel mediasi parsial dalam hubungan antara Artificial Intelligence dan hyper-personalization terhadap niat beli. Temuan ini menunjukkan bahwa keberhasilan penerapan teknologi AI dan strategi personalisasi tingkat lanjut pada platform social commerce sangat dipengaruhi oleh kemampuan platform dalam membangun dan menjaga kepercayaan konsumen, khususnya pada Generasi Z. Penelitian ini memberikan kontribusi teoretis terhadap pengembangan literatur pemasaran digital serta implikasi praktis bagi pengelola platform dan pelaku usaha dalam merancang strategi berbasis teknologi yang berorientasi pada peningkatan kepercayaan konsumen.
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