The Influence of Artificial Intelligence Technology on Repurchase Intention: Mediator Role of Consumer Satisfaction Experience

Abstrak

The rise of digital technology has significantly altered consumer purchase behaviour and corporate processes. This study examines consumer repurchase intentions in the cosmetics business by integrating artificial intelligence, social media consumer engagement, conversion rate optimisation, and a positive customer experience. Information was gathered from 400 Avoskin customers in Bandung. Non-probability sampling is used in the procedure, and data testing and hypothesis generation are done using SmartPLS software. The research findings indicate that artificial intelligence has a noteworthy and favourable impact on consumer engagement on social media. Additionally, artificial intelligence has a significant and positive effect on conversion rate optimisation, which in turn has a notable and favourable effect on customer satisfaction. Lastly, a satisfying consumer experience has a positive and significant impact on repurchase intentions. Customer habit has a positive and significant role in influencing repurchase intentions.

Identifier

• OpenAlex: https://openalex.org/W4415613936
• DOI: https://doi.org/10.59953/paperasia.v41i5b.180