Artificial Intelligence and the Transformation of Personalized Marketing: An Empirical Study of Consumer Behavior
Abstrak
This study examines the role of AI usefulness in shaping purchase intention within AI-driven personalised marketing. A quantitative explanatory design was employed using an online survey of 400 e-commerce consumers in DKJ Jakarta collected June 2025 to August 2025. Data were analysed using SEM-PLS to test direct and mediating effects among AI usefulness, consumer trust, perceived risk, consumer knowledge, and purchase intention. The findings reveal that AI usefulness significantly increases consumer trust and knowledge while reducing perceived risk, but does not directly influence purchase intention. Purchase intention is driven by trust and knowledge, with significant indirect effects identified. The study highlights the importance of trust-building and knowledge enhancement in maximising AI-based marketing effectiveness
Identifier
- DOI: https://doi.org/10.55927/fjst.v5i3.19
- OpenAlex: https://openalex.org/W7143389023