PENGARUH ARTIFICIAL INTELLIGENCE DAN PERSONALISASI IKLAN TERHADAP POLA BELANJA GEN Z DENGAN CUSTOMER EXPERIENCE SEBAGAI MODERASI
DOI:
https://doi.org/10.36563/405wtk93Keywords:
Artificial Intelligence, Personalisasi Iklan, Customer Experience, Pola Belanja, Generasi ZAbstract
Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh Artificial Intelligence (AI) dan personalisasi iklan terhadap pola belanja Generasi Z dengan customer experience sebagai variabel moderasi di Kota Kupang pada platform e-commerce Lazada. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan sampel sebanyak 100 responden Gen Z yang pernah berbelanja di Lazada lebih dari satu kali, diambil menggunakan teknik purposive sampling. Analisis data dilakukan dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa AI dan personalisasi iklan berpengaruh positif dan signifikan terhadap pola belanja Gen Z. Namun, customer experience tidak terbukti memoderasi pengaruh AI maupun personalisasi iklan terhadap pola belanja. Temuan ini mengindikasikan bahwa pola belanja Gen Z di Kota Kupang lebih dipengaruhi secara langsung oleh teknologi AI dan personalisasi iklan, tanpa diperkuat oleh customer experience.
Kata kunci: Artificial Intelligence, Personalisasi Iklan, Customer Experience, Pola Belanja, GenerasiZ
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