An Integrating AI-Driven Hyper-Personalization, Customer Experience, and E-Trust to Explain E-Loyalty in Indonesian E-Commerce: A PLS-SEM Study

Nanik Istianingsih, Ariyanto Masnun, Zulkifli Zulkifli, Rianto Rianto, Titin ZakiahNon-Scopus18 Mei 2026Afiliasi: ID

Abstrak

This study extends TAM and Relationship Marketing Theory by positioning hyper-personalization as a central explanatory mechanism linking AI capability to e-loyalty. The sample in this study consisted of 400 respondents, aged 18 years and over, who had shopped online for at least the past month. The data analysis technique used SEM analysis with the Smart PLS application. The results showed that of the twelve proposed hypotheses, ten were accepted and two were rejected. Artificial intelligence plays a crucial role in creating hyper-personalization, significantly enhancing the customer experience. Customer experience and hyper-personalization also directly strengthen customer loyalty by providing relevant and personalized experiences. E-trust serves as a crucial foundation for creating a sense of security and trust in customers, thus increasing loyalty. However, its role as a moderator of the relationship between hyper-personalization and e-loyalty is insignificant.

Identifier

OpenAlex: https://openalex.org/W7161539032
DOI: https://doi.org/10.48161/qaj.v6n2a2328

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