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Pengaruh AI Personalization dan Social Media Engagement terhadap Purchase Intention melalui Consumer Trust dengan Privacy concern sebagai Variabel moderasi : Survei Pada Konsumen yang Membeli Produk Fashion di TikTok Shop

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RINGKASAN

Hesty Rosita, 2025, Program Magister Administrasi Bisnis. Universitas Brawijaya.
Pengaruh AI Personalization dan Social Media Engagement terhadap Purchase Intention melalui
Consumer Trust dengan Privacy concern sebagai Variabel Moderasi (Survei Pada Konsumen yang
Membeli Produk Fashion melalui TikTok Shop).

Dosen Pembimbing Utama: Dr. Sunarti, S.sos., M. AB. Anggota: Inggang Perwangsa Nuralam, SE.,
MBA., Ph.D. Perkembangan social commerce berbasis video pendek seperti TikTok Shop telah
mengubah perilaku belanja konsumen, terutama pada kategori produk fashion. TikTok Shop
mengintegrasikan kecerdasan buatan (AI) dan sistem rekomendasi untuk menampilkan konten yang
dipersonalisasi, serta menyediakan ruang interaksi yang intens melalui likes, komentar, dan live
shopping. Mekanisme ini menciptakan pengalaman berbelanja yang menarik dan interaktif,
sehingga berpotensi meningkatkan kepercayaan dan minat beli konsumen. Di sisi lain, penggunaan
data personal untuk personalisasi dapat menimbulkan kekhawatiran privasi yang mempengaruhi
proses pembentukan kepercayaan.

Penelitian ini bertujuan untuk menganalisis pengaruh AI Personalization dan Social Media
Engagement terhadap Purchase Intention melalui Consumer Trust dengan Privacy concern sebagai
variabel moderasi pada hubungan AI Personalization terhadap Consumer Trust. Penelitian
menggunakan metode kuantitatif dengan penyebaran kuesioner online kepada 273 konsumen yang
membeli produk fashion melalui TikTok Shop. Analisis data dilakukan dengan Partial Least
Squares–Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak SmartPLS 2,
Hasil penelitian menunjukkan bahwa: 1) AI Personalization berpengaruh positif dan
signifikan terhadap Social Media Engagement; 2) AI Personalization berpengaruh positif dan
signifikan terhadap Consumer Trust;3) Social Media Engagement berpengaruh positif dan
signifikan terhadap Consumer Trust;4) AI Personalization berpengaruh positif dan signifikan
terhadap Purchase Intention; 5) Social Media Engagement berpengaruh positif dan signifikan
terhadap Purchase Intention 6) Consumer Trust berpengaruh positif dan signifikan terhadap
Purchase Intention; 7) Consumer Trust terbukti memediasi hubungan Social Media Engagement
terhadap Purchase Intention; 8) Consumer Trust tidak memediasi hubungan AI Personalization
terhadap Purchase Intention; 9) Privacy concern memoderasi secara signifikan hubungan AI
Personalization terhadap Consumer Trust, namun arah moderasi bersifat negatif semakin tinggi
kekhawatiran privasi, semakin melemah pengaruh personalisasi AI dalam membentuk kepercayaan
konsumen.

Secara keseluruhan, penelitian ini menegaskan bahwa personalisasi AI dan keterlibatan
sosial merupakan dua faktor kunci yang mendorong niat beli konsumen pada TikTok Shop. Namun,
perhatian terhadap privasi digital tetap menjadi aspek penting yang menentukan seberapa kuat
konsumen membangun rasa percaya terhadap platform e-commerce berbasis sosial. Temuan ini
memberikan implikasi penting bagi pelaku usaha fashion di TikTok Shop untuk mengoptimalkan
strategi personalisasi, meningkatkan transparansi data, serta memperkuat interaksi sosial untuk
mendorong pembelian konsumen.
Kata Kunci: AI Personalization , Social Media Engagement, Purchase Intention, Consumer Trust,
Privacy concern, TikTok Shop, Fashion

SUMMARY

Hesty Rosita, 2025, Master of Business Administration Program. Brawijaya University.
The Influence of AI Personalization and Social Media Engagement on Purchase Intention through
Consumer Trust with Privacy concerns as a Moderating Variable (Survey of Consumers Who
Purchase Fashion Products through TikTok Shop). Main Supervisor Dr. Sunarti, S.sos., M. AB.
Members: Inggang Perwangsa Nuralam, SE., MBA., Ph.D. The development of short video-based
social commerce such as TikTok Shop has changed consumer shopping behavior, especially in the
fashion product category. TikTok Shop integrates artificial intelligence (AI) and recommendation
systems to display personalized content and provides an intense interaction space through likes,
comments, and live shopping. This mechanism creates an engaging and interactive shopping
experience, thereby potentially increasing consumer trust and purchase intent. On the other hand,
the use of personal data for personalization can raise privacy concerns that affect the trust-building
process.

This study aims to analyze the influence of AI Personalization and Social Media
Engagement on Purchase Intention through Consumer Trust with Privacy concern as a moderating
variable in the relationship between AI Personalization and Consumer Trust. The study used a
quantitative method by distributing an online questionnaire to 273 consumers who purchased
fashion products through TikTok Shop. Data analysis was performed using Partial Least Squares
Structural Equation Modeling (PLS-SEM) using SmartPLS 3 software.

The results of the study show that: 1) AI Personalization has a positive and significant
effect on Social Media Engagement; 2) AI Personalization has a positive and significant effect on
Consumer Trust; 3) Social Media Engagement has a positive and significant effect on Consumer
Trust; 4) AI Personalization has a positive and significant effect on Purchase Intention; 5) Social
Media Engagement has a positive and significant effect on Purchase Intention; 6) Consumer Trust
has a positive and significant effect on Purchase Intention; 7) Consumer Trust mediates the
relationship between Social Media Engagement and Purchase Intention; 8) Consumer Trust does
not mediate the relationship between AI Personalization and Purchase Intention; 9) Privacy
concern significantly moderates the relationship between AI Personalization and Consumer Trust,
but the direction of moderation is negative: the higher the privacy concerns, the weaker the influence
of AI personalization in shaping consumer trust.

Overall, this study confirms that AI personalization and social engagement are two key
factors that drive consumer purchase intention on TikTok Shop. However, attention to digital
privacy remains an important aspect that determines how strongly consumers build trust in social
based e-commerce platforms. These findings have important implications for fashion businesses on
TikTok Shop to optimize personalization strategies, increase data transparency, and strengthen
social interactions to drive consumer purchases.

Keyword: AI Personalization , Social Media Engagement, Purchase Intention, Consumer Trust,
Privacy concern, TikTok Shop, Fashion

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

TES 658,8 ROS p 2025 K1

Penerbit

Malang : Program Magister Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang., 2025

Deskripsi Fisik

xix, 205 Halaman ; Ilus : 29,5 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658,8

Tipe Isi

text

Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PUrchase Intention
Tesis / Thesis
AI Personalization
Social Media Engagement
Consumer Trust
Privacy concern
TikTok Shop
Fashion

Info Detail Spesifik

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Pernyataan Tanggungjawab

Hesty Rosita

Versi lain/terkait

Lampiran Berkas

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