Arafah, Nurul (2026) PENGARUH ARTIFICIAL INTELLIGENCE TERHADAP LOYALITAS PELANGGAN GENERASI Z DI SURABAYA MELALUI KEPUTUSAN PEMBELIAN DAN CUSTOMER EXPERIENCE (Studi Pada Fitur Personal Color Analysis by Wardah). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This This study was based on the development of Artificial Intelligence in digital marketing, which enables companies to provide more personalized and technology-based services. The Personal Colour Analysis feature by Wardah utilized Artificial Intelligence to identify consumers’ undertones and recommend suitable product shades, helping Generation Z in Surabaya reduce uncertainty in making purchase decisions. This study aimed to analyze the effect of Artificial Intelligence on Customer Loyalty through Purchase Decision and Customer Experience. This study employed a quantitative approach. The population consisted of Generation Z in Surabaya who had used the Personal Colour Analysis feature by Wardah, and purposive sampling was applied, resulting in 100 respondents. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results indicated that Artificial Intelligence had a positive and significant effect on Purchase Decision and Customer Experience. Both variables also had a positive and significant effect on Customer Loyalty. However, Artificial Intelligence did not have a significant direct effect on Customer Loyalty but had a significant indirect effect through Purchase Decision and Customer Experience. It was concluded that customer loyalty was formed through positive experiences and appropriate purchase decisions influenced by Artificial Intelligence. Keywords: Artificial Intelligence, Purchase Decision, Customer Experience, Customer Loyalty, Generation Z
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Nurul Arafah | ||||||||
| Date Deposited: | 05 Mar 2026 07:17 | ||||||||
| Last Modified: | 05 Mar 2026 07:40 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/50175 |
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PENGARUH ARTIFICIAL INTELLIGENCE TERHADAP LOYALITAS PELANGGAN GENERASI Z DI SURABAYA MELALUI KEPUTUSAN PEMBELIAN DAN CUSTOMER EXPERIENCE
(Studi Pada Fitur Personal Color Analysis by Wardah). (deposited UNSPECIFIED)
- PENGARUH ARTIFICIAL INTELLIGENCE TERHADAP LOYALITAS PELANGGAN GENERASI Z DI SURABAYA MELALUI KEPUTUSAN PEMBELIAN DAN CUSTOMER EXPERIENCE (Studi Pada Fitur Personal Color Analysis by Wardah). (deposited 05 Mar 2026 07:17) [Currently Displayed]
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