THE ROLE OF ARTIFICIAL INTELLIGENCE (AI) AND PRODUCT POPULARITY IN SHAPING CONSUMER BUYING BEHAVIOR ON INDONESIAN E-COMMERCE PLATFORMS

Alshaf Pebrianggara; Muhammad Rizal Yulianto; Al Akbar Himawan

doi:10.33102/kq9kt433

Authors

Alshaf Pebrianggara University Of Muhammadiyah Sidoarjo, Sidoarjo,East Java, Indonesia Author
Muhammad Rizal Yulianto University Of Muhammadiyah Sidoarjo, Sidoarjo,East Java, Indonesia Author
Al Akbar Himawan University Of Muhammadiyah Sidoarjo, Sidoarjo,East Java, Indonesia Author

DOI:

https://doi.org/10.33102/kq9kt433

Keywords:

Artificial Intelligence, Product Popularity, Consumer Buying Behavior

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.

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