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The Role of Artificial Intelligence (ai) and Product Popularity in Shaping Consumer Buying Behavior on Indonesian E-commerce Platforms

Year: 2024

Type: article

Abstract: This study aims to bridge the gap in the literature by examining how artificial intelligence (AI) and product popularity play a role in shaping consumer purchasing behavior on Indonesian e-commerce platforms. The sample is users who make purchases of cosmetic products with AI features on Indonesian E-Commerce. Using multiple linear regression methods and SPSS 25 as a calculation tool. It was found that artificial intelligence and product popularity have a significant influence on consumer purchasing behavior in Indonesian E-Commerce.

Source: iBAF e-Proceedings

DOI: 10.33102/kq9kt433

Authors: Alshaf Pebrianggara, Muhammad Rizal Yulianto, Al Akbar Himawan

Institution: Universitas Muhammadiyah Sidoarjo

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W4404772588

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