Analisis Pengaruh Artificial Intelligence di E-Commerce Shopee terhadap Purchase Intention dengan Perceived Trust sebagai Variabel Intervening pada Generasi Z

Abstract

The development of information technology is currently progressing rapidly, including in Indonesia. AI has become a technological trend that continues to evolve. In digital marketing, AI plays an important role in helping businesses understand consumer behavior. Indonesian society is increasingly fond of shopping through e-commerce due to its convenience and ease of use. This thesis examines the influence of AI on online purchase intention on the Shopee e-commerce platform. The population in this study is Generation Z, with a total sample of 200 respondents. Data collection was conducted using a quantitative approach by distributing an online questionnaire via Google Forms. The sampling technique used was convenience sampling. The data analysis technique employed was the SEM-PLS method, consisting of outer model and inner model analysis, using SMARTPLS software. The results of this study show that optimism and innovativeness have a positive and significant effect on perceived trust. On the other hand, discomfort and insecurity also have a significant effect on perceived trust, but in a negative direction. In addition, perceived trust can act as a mediator in the relationship between optimism, innovativeness, discomfort, insecurity, and purchase intention. Keywords: Discomfort; Innovativeness; Perceived trust; Generasi Z; Social Commerce