The Role Of Buying Interest In Mediating The Influence Of Ai Personalitation And Service Innovation On Purchase Decisions Through The Marketplace

Nurmalasari

Abstract

This research investigates the mediating role of buying interest in the relationship between artificial intelligence (AI) personalization, service innovation, and purchase decisions in the context of digital marketplaces. As e-commerce rapidly evolves, understanding consumer behavior in this environment becomes crucial. The study employs a quantitative approach, surveying 123 active users of the Shopee marketplace aged 18-35, utilizing Structural Equation Modeling (SEM) for data analysis. Findings reveal that both AI personalization and service innovation significantly influence purchase decisions, with buying interest acting as a critical mediator. Specifically, higher levels of AI personalization and innovative services enhance buying interest, subsequently increasing the likelihood of purchase decisions. These results underscore the importance of implementing effective AI strategies and innovative service offerings to boost consumer engagement and drive sales in competitive digital marketplaces. The study offers valuable insights for marketers and business managers aiming to optimize their marketing strategies in the digital age.