The Impact of Artificial Intelligence (AI) in Content Personalization on Customer Experience and Purchase Intention among Generation Z Users of Shopee Indonesia: A Study of Aerostreet Footwear Consumers
Article Sidebar
Page Numbers:
6248-6268
Digital Object Identifier:
10.58578/mikailalsys.v4i3.11998
Viewed: 0 times
Downloaded: 0 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:Randy Satya Ramadhani1*, Any Urwatul Wusko2
Copyright :Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
The advancement of digital technologies and the adoption of artificial intelligence (AI) on e-commerce platforms have transformed consumer–business interactions through increasingly personalized content delivery. However, the effectiveness of AI-driven personalization in enhancing customer experience and stimulating purchase intention among Generation Z e-commerce users in Indonesia remains insufficiently understood. This study examines the influence of AI-based content personalization on customer experience and purchase intention and investigates the mediating role of customer experience in this relationship. A quantitative approach with a causal-associative research design was employed. Data were collected through questionnaires administered to 384 Generation Z users of Shopee Indonesia who had interacted with Aerostreet footwear products and were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that AI-based content personalization positively influences both customer experience and purchase intention. Customer experience also positively influences purchase intention and mediates the relationship between AI-based content personalization and purchase intention. These findings demonstrate that customer experience represents an important mechanism through which AI-driven personalization shapes consumers’ purchase intentions. The study contributes to the digital marketing literature by clarifying the relationship among AI-based content personalization, customer experience, and purchase intention in the context of Generation Z consumers on an Indonesian e-commerce platform. Practically, the findings highlight the importance of relevant product recommendations and customer experience optimization in developing effective AI-driven digital marketing strategies.
Citation Metrics:
Downloads
Citation Metrics & Similar Scopus Articles
-
Wang J. (2027)Analysis and Applications of Neuromorphic Memristors in Artificial Intelligence ComputingNano Micro Letters, 19(1)
-
Boyjanov N.I. (2027)Mathematical analysis of the linear increase in SiO2 content during the activation of Navbakhor alkaline bentonite with hydrochloric acidKompleksnoe Ispolzovanie Mineralnogo Syra, 342(3), 90-99
-
Berenjian K. (2027)Impact of Mild Traumatic Brain Injury (mTBI) on CYP2D6 Activity and the Restorative Effects of Melatonin and Vitamin C SupplementationIranian Journal of Pharmaceutical Research, 26(1)
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Ameen, N., Tarhini, A., Reppel, A., & Anand, A. (2021). The role of artificial intelligence in the convenience–satisfaction relationship. Journal of Business Research, 131, 924–937.
Aninditiyah, G., & Kusumaningrum, A. M. (2025). Personalisasi Produk E-Commerce dengan Kecerdasan Buatan untuk Meningkatkan Loyalitas Pelanggan. E-Bisnis: Jurnal Ilmiah Ekonomi dan Bisnis, 18(1), 446–455. https://doi.org/10.51903/e-bisnis.v18i1.2876
Bawack, R. E., Wamba, S. F., Carillo, K. D. A., & Akter, S. (2022). Artificial intelligence in e-commerce: A bibliometric study and literature review. Electronic Markets, 32(1), 297–338. https://doi.org/10.1007/s12525-022-00537-z
Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
Dewi, A. P., & Hartono, A. (2025). Analysis of the effect of personalization on customer experience in the use of chatbot: Case study of Shopee e-commerce chatbot. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, 13(4), 3461–3472. https://doi.org/10.37676/ekombis.v13i4.8145
Felix, A., & Rembulan, G. D. (2023). Analysis of key factors for improved customer experience, engagement, and loyalty in the e-commerce industry in Indonesia. APTISI Transactions on Technopreneurship, 5(2sp), 196–208. https://doi.org/10.34306/att.v5i2sp.350
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Hartono, A. (2025). Unpacking trust in AI-based e-commerce: An integrated model of cognitive and psychological drivers of purchase intention among Gen Z Shopee users. The Proceedings of the ASEAN School of Business Network International Conference, 2, 205–225. https://doi.org/10.64458/asbnic.v2.72
Hidayat, V. R., & Nuzil, N. R. (2023). Pengaruh Customer Experience, E-Service Quality dan Customer Engagement terhadap Customer Satisfaction pada Konsumen Mobile Apllication E-Commerce Shoppe. Mufakat: Jurnal Ekonomi, Manajemen dan Akuntansi, 2(4). https://doi.org/10.572349/mufakat.v2i4.1073
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of Interactive Marketing, 51, 57–71. https://doi.org/10.1016/j.intmar.2020.04.001
Hussain, Z. (2025). AI-driven personalization and purchase intention in modest fashion: Sharia compliance as moderator. International Journal of Halal Industry, 1(1), 33–45. https://doi.org/10.20885/ijhi.vol1.iss1.art3
Lardo, D. R., Legowo, N., & Sundjaja, A. M. (2023). Determinant factors of purchase intentions at Tokopedia in DKI Jakarta: An integration of TAM and E-Servqual. Binus Business Review, 14(3), 321–330. https://doi.org/10.21512/bbr.v14i3.9690
Liu, Y., & Ding, Z. (2022). Personalized recommendation model of electronic commerce in new media era based on semantic emotion analysis. Frontiers in Psychology, 13, Article 952622. https://doi.org/10.3389/fpsyg.2022.952622
Mittameedi, S. K., & Dogra, V. (2026). Customer experience in AI-driven e-commerce: An empirical model of drivers and strategic outcomes. Information, 17(5), Article 414. https://doi.org/10.3390/info17050414
Necula, S. C., & Păvăloaia, V. D. (2023). AI-driven recommendations: A systematic review of the state of the art in e-commerce. Applied Sciences, 13(9), Article 5531. https://doi.org/10.3390/app13095531
Oguntola, O., & Simske, S. (2023). Context-aware personalization: A systems engineering framework. Information, 14(11), Article 608. https://doi.org/10.3390/info14110608
Pebanji, P., & Sutrisno, N. (2023). Faktor-Faktor yang Mempengaruhi Purchase Intention. E-Jurnal Manajemen Trisakti School of Management, 3(2), 213–232. https://doi.org/10.34208/ejmtsm.v3i2.2157
Pratiwi, P., & Suwardi. (2026). Analysis of the role of artificial intelligence-based personalization marketing on customer satisfaction and repurchase intention in the e-commerce industry in Indonesia. JIMEB: Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis, 5(2), 95–106. https://doi.org/10.51903/k0t14682
Prentice, C., Dominique-Ferreira, S., & Wang, X. (2020). Timed effects of AI on customer response and purchase intention. Journal of Retailing and Consumer Services, 57, 102108.
Putra, A. A., Betari, L. R., & Heikal, J. (2025). Evaluation of the effectiveness of artificial intelligence technology in improving digital shopping personalization. JAM-EKIS: Jurnal Manajemen dan Ekonomi Islam, 8(2), 1084–1095. https://doi.org/10.36085/jamekis.v8i2.8079
Qian, Y., Khong-khai, S., Leelapattana, W., & Tsai, C.-F. (2024). The effects of personalized recommendations on purchasing intention in Taobao.com: A study of customers in Guangxi Province, China. RMUTL Journal of Business Administration and Liberal Arts, 12(2), 181–210. https://so05.tci-thaijo.org/index.php/balajhss/article/view/272675
Rahmawati, R., & Arifin, R. (2022). New journey through young customer experience in omnichannel context: The role of personalization. Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management, 15(2), 300–311. https://doi.org/10.20473/jmtt.v15i2.36236
Santy, R. D., Wicaksana, Y., & Adhim, M. F. (2025). From AI to experience: How personalization shapes online shopping journeys in e-marketplaces. Journal of Business and Social Sciences, 2025(2), 1–4. https://doi.org/10.61453/jobss.v2025no18
Xu, L., Roy, A., & Niculescu, M. (2023). A dual process model of the influence of recommender systems on purchase intentions in online shopping environments. Journal of Internet Commerce, 22(3), 432–453. https://doi.org/10.1080/15332861.2022.2049113
Yang, F. (2023). Optimization of personalized recommendation strategy for e-commerce platform based on artificial intelligence. Informatica, 47(2), 235–242. https://doi.org/10.31449/inf.v47i2.3981