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The Role of AI-Generated Personalization in Influencing Tokopedia’s Consumer Experience

In: Digital Management and Artificial Intelligence

Author

Listed:
  • Tan Kaitlynn Eleanore Poa

    (University of Arizona)

  • Muhammad Lukman Baihaqi Alfakihuddin

    (Sampoerna University)

  • Pananda Pasaribu

    (Sampoerna University)

Abstract

Artificial Intelligence (AI) has rapidly advanced and been adopted in various sectors of society. Recently, many companies have integrated AI into their platforms. Tokopedia, Indonesia's second-largest e-commerce platform, leverages AI to increase consumer engagement and sales. This research aims to investigate the role of AI in influencing consumer experiences through the generation of personalized algorithms. AI-generated personalization encompasses four key aspects: AI product recommendation (PR), AI consideration sets (CS), end-user purchasing decisions (EPD), and perceived personalization (PP). This quantitative study is conducted in Indonesia and targets respondents through a non-probability sampling technique, purposive sampling. This research focuses on AI personalization strategies’ efficacy and evaluates their impact on customer satisfaction, purchasing decisions, and brand loyalty. This study used quantitative methods by analyzing 180 respondents by SMARTPLS through regression analysis, and path coefficient. Data collection was facilitated through a Likert questionnaire distributed online via Facebook. The study's results indicate that all of the AI-driven features positively influence consumer experience (CE), with PP being the strongest and CS being the lowest in impact. By examining Tokopedia as a case study, this research provides valuable insights into the critical role of AI personalization in Indonesia's e-commerce landscape, offering strategic guidance for online retailers aiming to optimize consumer experience and drive business growth through AI technology.

Suggested Citation

  • Tan Kaitlynn Eleanore Poa & Muhammad Lukman Baihaqi Alfakihuddin & Pananda Pasaribu, 2025. "The Role of AI-Generated Personalization in Influencing Tokopedia’s Consumer Experience," Springer Proceedings in Business and Economics, in: Richard C. Geibel & Shalva Machavariani (ed.), Digital Management and Artificial Intelligence, pages 500-514, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-88052-0_40
    DOI: 10.1007/978-3-031-88052-0_40
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