PURCHASE INTENTION DI WEB COMMERCE SOCIOLLA YANG DIPENGARUHI FITUR ARTIFICIAL INTELLIGENCE DENGAN MEDIASI CUSTOMER EXPERIENCE DAN TRUST

PURCHASE INTENTION ON WEB COMMERCE SOCIOLLA INFLUENCED BY ARTIFICIAL INTELLIGENCE FEATURES WITH CUSTOMER EXPERIENCE AND TRUST MEDIATION

Penelitian ini bertujuan untuk menganalisis pengaruh fitur AI pada platform web commerce Sociolla terhadap Purchase Intention. Penggunaan fitur AI di dunia e-commerce khususnya pada sector produk kecantikan terus berkembang guna meningkatkan pengalaman serta membangun kepercayaan yang dapat mempengaruhi keinginan seseorang untuk membeli. Sociolla merupakan platform e-commerce yang fokus pada penjualan produk kecantikan memanfaatkan fitur AI sebagai salah satu strategi guna meningkatkan penjualan. Tujuan dari penelitian ini adalah menguji pengaruh fitur AI terhadap Purchase intention dengan menggunakan mediasi Customer Experience dan Trust pada Web Commerce Sociolla. Menggunakan pendekatan kuantitatif dengan Teknik purposive sampling yang melibatkan 230 responden di Indonesia. Metode analisis data menggunakan PLS-SEM melalui software SmartPLS, hasil penelitian ini ialah fitur AI berpengaruh signifikan terhadap Purchase Intention. Fitur AI berpengaruh signifikan terhadap Customer Experience, fitur AI berpengaruh signifikan terhadap Trust, Customer experience dapat memediasi pengaruh fitur AI terhadap Purchase Intention, Trust dapat memediasi pengaruh fitur AI terhadap Purchase Intention.

This study aims to analyze the influence of AI features on the Sociolla web commerce platform on purchase intention. The use of AI features in the world of e-commerce, especially in the beauty product sector, continues to grow in order to improve the experience and build trust that can influence a person's desire to buy. Sociolla is an e-commerce platform that focuses on selling beauty products, utilizing AI features as one of its strategies to increase sales. The objective of this study is to test the influence of AI features on Purchase Intention using Customer Experience and Trust as mediators on the Sociolla web commerce platform. A quantitative approach was employed using purposive sampling, involving 230 respondents in Indonesia. Data analysis was conducted using PLS-SEM via SmartPLS software. The results of this study indicate that AI features significantly influence purchase intention. AI features significantly influence customer experience, AI features significantly influence trust, customer experience can mediate the influence of AI features on purchase intention, and trust can mediate the influence of AI features on purchase intention.