Bagaimana Sistem Rekomendasi Berbasis AI, Customer Trust, dan Purchase Intention: Sebuah : Studi terhadap Gen-Z Pengguna Shopee

Muhammad Firdaus; Rayie Tariaranie Wiraguna; Della Ayu Zonna Lia; Ely Siswanto

doi:10.55606/jubima.v4i3.4519

Authors

Muhammad Firdaus Universitas Negeri Malang
Rayie Tariaranie Wiraguna Universitas Negeri Malang
Della Ayu Zonna Lia Universitas Negeri Malang
Ely Siswanto Universitas Negeri Malang

DOI:

https://doi.org/10.55606/jubima.v4i3.4519

Keywords:

AI-Based Recommendation System, Customer Trust, E-Commerce, Generation Z, Purchase Intention

Abstract

This study investigates the effect of artificial intelligence (AI)-based recommendation systems on purchase intention among Generation Z Shopee users in Malang City, while examining customer trust as a psychological bridge in this relationship. A quantitative explanatory approach was employed, and data were collected through an online questionnaire from 400 Generation Z Shopee users. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The findings confirm that AI-based recommendation systems positively strengthen customer trust and increase purchase intention. Customer trust also positively affects purchase intention and partially mediates the relationship between recommendation quality and buying behavior. These findings indicate that recommendation effectiveness operates through two pathways: a direct cognitive trigger and an indirect trust-building mechanism. Therefore, e-commerce platforms seeking to improve conversion should invest not only in algorithmic accuracy, but also in transparency and data security practices that maintain consumer confidence. Such efforts are important for strengthening the shopping experience, supporting purchasing decisions and increasing consumer responsiveness to personalized recommendations among Generation Z users. The results provide implications for e-commerce managers seeking engagement and purchase outcomes.

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