Revolutionizing Shopping: The Role of Artificial Intelligence in Shaping Consumer Purchase Intentions in E-Retailing

Caesar Rosyad Achmadi; M. Hafiansyah  Makarim; Mardiana  R; R. Andro Zylio  Nugraha; Agatha  Saputri; Arief Nurrahman

doi:10.55338/jumin.v7i1.7713

Authors

Caesar Rosyad Achmadi, Universitas Negeri Yogyakarta, Indonesia
M. Hafiansyah Makarim, Universitas Negeri Yogyakarta, Indonesia
Mardiana R, Universitas Dinamika Bangsa, Indonesia
R. Andro Zylio Nugraha, Universitas Negeri Yogyakarta, Indonesia
Agatha Saputri, Universitas Negeri Yogyakarta, Indonesia
Arief Nurrahman, Universitas Negeri Yogyakarta, Indonesia

DOI:

https://doi.org/10.55338/jumin.v7i1.7713

Keywords:

Artificial Intelligence, Consciousness, Customer Purchase Intention, AI Ease of Use

Abstract

Penelitian ini menganalisis peran artificial intelligence (AI) dalam membentuk purchase intention konsumen pada sektor e-retailing dengan meninjau pengaruh faith, consciousness, subjective norm dan AI ease of use. Penelitian ini menggunakan pendekatan kuantitatif melalui kuesioner daring dengan jumlah sampel 201 pengguna platform belanja berbasis AI di Indonesia. Data dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa subjective norm, consciousness, dan faith berpengaruh signifikan terhadap purchase intention, dengan AI ease of use sebagai mediator utama. Purchase intention pelanggan di toko online dipengaruhi secara signifikan oleh persepsi kemudahan penggunaan teknologi AI. Temuan data mengungkapkan bahwa faith, consciousness, dan subjective norm tidak berdampak langsung terhadap purchase intention, namun dipengaruhi AI ease of use sebagai variabel mediasi. Pelanggan dengan tingkat kesadaran teknologi yang lebih tinggi dan dukungan sosial yang kuat cenderung menilai AI sebagai mudah digunakan, sehingga meningkatkan kecenderungan mereka untuk melakukan pembelian. Faith terhadap AI berperan sebagai faktor pendukung yang memperlancar adopsi teknologi, meskipun pengaruhnya relatif lebih lemah. Hasil ini menegaskan bahwa AI ease of use adalah faktor kunci dalam menghubungkan pengaruh psikologis dan sosial konsumen terhadap keputusan pembelian di toko online

Downloads

Download data is not yet available.

References

Achmadi, C. R., Makarim, M. H., & Muzammil, O. M. (2024). The Role Of Perceived Health Benefit, Brand Image, And Design Appeal Towards Health Mask Repurchase Intentions After Easing Policy Of Health Protocol. JIM), 21(1). https://doi.org/10.21831/jim.v18i2

Aggarwal, D., Sharma, D., & Saxena, A. B. (2024). Enhancing the Online Shopping Experience of Consumers through Artificial Intelligence. International Journal of Information Technology and Computer Engineering, 42. https://doi.org/10.55529/ijitc.42.1.5

Aiken, L. R. (1985). Three coefficients for analyzing the reliability and validity of ratings. Educational and Psychological Measurement, 45(1). https://doi.org/10.1177/0013164485451012

Alkaied, R. N., Khattab, S. A., Al Shaar, I. M., Abu Zaid, M. K., & Al-Bazaiah, S. A. I. (2024). The impact of artificial intelligence on re-purchase intentions: the mediation approach. Business Informatics, 18(3), 87–107. https://doi.org/10.17323/2587-814X.2024.3.87.107

Amanda, R. A., & Ar, W. (2024). THE INFLUENCE OF ONLINE REVIEWS, EASE OF TRANSACTION, CONSUMER INCOME ON FASHION PRODUCT PURCHASES ON SHOPEE (CASE STUDY OF STIESIA STUDENTS IN 2019).

APJII. (2024). APJII Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. Https://Apjii.or.Id/Berita/d/Apjii-Jumlah-Pengguna-Internet-Indonesia-Tembus-221-Juta-Orang.

Bhagat, R., Chauhan, V., & Bhagat, P. (2023). Investigating the impact of artificial intelligence on consumer’s purchase intention in e-retailing. Foresight, 25(2). https://doi.org/10.1108/FS-10-2021-0218

Chouykaew, T., Kim, L., & Issayeva, G. (2024). HOW PERCEIVED EASE OF USE, TRUST, AND PERCEIVED USEFULNESS INFLUENCE TOURISTS’ DECISION TO BOOK HOMESTAY SERVICES ONLINE. Geojournal of Tourism and Geosites, 56(4), 1609–1616. https://doi.org/10.30892/gtg.56417-1331

Dwivedi, Y. K., Rana, N. P., Slade, E. L., Singh, N., & Kizgin, H. (2020). Editorial introduction: Advances in theory and practice of digital marketing. In Journal of Retailing and Consumer Services (Vol. 53). https://doi.org/10.1016/j.jretconser.2019.101909

Eriksson, N., Fagerstrøm, A., Khamtanet, S., & Jitkuekul, P. (2021). Price consciousness as basis for Thai and Finnish young adults’ mobile shopping in retail stores. Procedia Computer Science, 181. https://doi.org/10.1016/j.procs.2021.01.211

Fan, Y., & Liu, X. (2022). Exploring the role of AI algorithmic agents: The impact of algorithmic decision autonomy on consumer purchase decisions. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1009173

Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The Future of Retailing. Journal of Retailing, 93(1). https://doi.org/10.1016/j.jretai.2016.12.008

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. In Vectors. https://doi.org/10.1016/j.ijpharm.2011.02.019

Hair, J. F., & Brunsveld, N. (2019). Essentials of business research methods. In Essentials of Business Research Methods. https://doi.org/10.4324/9780429203374

Jia, Q., Zhou, S., Liu, R., Zuo, Y., Pan, C., Chen, Y., Gong, Y., & Chen, R. (2023). How Social Norms Influence Purchasing Intention of Domestic Products: The Mediating Effects of Consumer Ethnocentrism and Domestic Product Judgments. Behavioral Sciences, 13(6). https://doi.org/10.3390/bs13060453

Katadata Insight Center. (2022). Indeks Keamanan Siber Indonesia Peringkat ke-3 Terendah di Antara Negara G20. Https://Databoks.Katadata.Co.Id/Teknologi-Telekomunikasi/Statistik/40085035d61073f/Indeks-Keamanan-Siber-Indonesia-Peringkat-Ke-3-Terendah-Di-Antara-Negara-G20.

Lee, J., & Park, J. (2023). AI as “Another I”: Journey map of working with artificial intelligence from AI-phobia to AI-preparedness. Organizational Dynamics, 52(3). https://doi.org/10.1016/j.orgdyn.2023.100994

Lee, S., Kim, M., & Kim, H. (2024). Relationality of Objective and Constructive Authenticities: Effects on Existential Authenticity, Memorability, and Satisfaction. Journal of Travel Research, 63(1), 195–214. https://doi.org/10.1177/00472875221143468

Lo Presti, L., Maggiore, G., & Marino, V. (2021). The role of the chatbot on customer purchase intention: towards digital relational sales. Italian Journal of Marketing, 2021(3). https://doi.org/10.1007/s43039-021-00029-6

Lopes, J. M., Silva, L. F., & Massano-Cardoso, I. (2024). AI Meets the Shopper: Psychosocial Factors in Ease of Use and Their Effect on E-Commerce Purchase Intention. Behavioral Sciences, 14(7). https://doi.org/10.3390/bs14070616

Mocanu, C., Matei, M. M. M., & Năstasă, A. (2024). Patterns of Artificial Intelligence Adoption in Small and Medium Businesses. Springer Proceedings in Business and Economics, 385–398. https://doi.org/10.1007/978-3-031-59858-6_26

Nurcahya Kamila, A. S., Komariah, K., & Saori, S. (2024). Analisis E-Service Quality Terhadap Online Repurchase Intention dengan E-Trust Sebagai Variabel Mediasi. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(11). https://doi.org/10.47467/alkharaj.v6i11.4239

Nurrahman, A., Cahyani, M. D., Nurfatmawati, L., & Wibowo, H. (2023). Developing The Instrument of E-Learning Evaluation: Study at Vocational School. Journal of Office Administration : Education and Practice, 3(3). https://doi.org/10.26740/joaep.v3n3.p163-174

Pavlova, V., & Makhlouf, M. (2024). Building an Efficient Multilingual Non-Profit IR System for the Islamic Domain Leveraging Multiprocessing Design in Rust. EMNLP 2024 - 2024 Conference on Empirical Methods in Natural Language Processing, Proceedings of the Industry Track. https://doi.org/10.18653/v1/2024.emnlp-industry.73

Perdani, P., & Riptiono, S. (2023). Pengaruh Attitude, Subjective Norm, Perceived Behavior Control dan Religiosity Terhadap Purchase Intention Kosmetik Berlabel Halal. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 5(2). https://doi.org/10.32639/jimmba.v5i2.445

Waruwu, Y. (2024). PENDIDIKAN AGAMA KRISTEN DALAM ERA AI: MENGGUNAKAN KECERDASAN BUATAN UNTUK PERSONALISASI PEMBELAJARAN SPIRITUAL. Jurnal Abdiel: Khazanah Pemikiran Teologi, Pendidikan Agama Kristen Dan Musik Gereja, 8(2), 151–165. https://doi.org/10.37368/ja.v8i2.786

Weber, F. D., & Schütte, R. (2019). State-of-the-art and adoption of artificial intelligence in retailing. Digital Policy, Regulation and Governance , 21(3). https://doi.org/10.1108/DPRG-09-2018-0050

Wu, S. (2024). Journalists as individual users of artificial intelligence: Examining journalists’ “value-motivated use” of ChatGPT and other AI tools within and without the newsroom. Journalism.

Zhao, D. (2024). The impact of AI-enhanced natural language processing tools on writing proficiency: an analysis of language precision, content summarization, and creative writing facilitation. Education and Information Technologies. https://doi.org/10.1007/s10639-024-13145-5