Aningtyas, Eria Suci (2026) Pengaruh Ai-Generated Content Dan Personalized Social Media Terhadap Purchase Conversion Dengan E-Trust Sebagai Variabel Mediasi pada Beauty Shop Farina Femme. Masters thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of digital technology has encouraged businesses to utilize Artificial Intelligence (AI) and Social Media to enhance the effectiveness of digital marketing. Beauty Shop Farina Femme, as a beauty retail business, faces a phenomenon in which high levels of digital marketing activities and audience engagement on Social Media have not been accompanied by an optimal increase in Purchase Conversion. This study aims to analyze the influence of AIGenerated Content and Personalized Social Media on Purchase Conversion, with E-Trust serving as a mediating variable at Beauty Shop Farina Femme. This study employed a quantitative approach using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method. The research subjects were consumers of Beauty Shop Farina Femme who had interacted with the company's digital marketing content. A total of 100 respondents were selected using a purposive sampling technique. Data were analyzed using SmartPLS software through validity, reliability, and hypothesis testing. The results of this study conclude that (1) AI-Generated Content did not contribute to the improvement of Purchase Conversion , (2) Personalized Social Media did not contribute to the improvement of Purchase Conversion , (3) AI-Generated Content contributed to the improvement of E-trust, (4) Personalized Social Media contributed to the improvement of E-trust, (5) E-Trust contributed to the improvement of Purchase Conversion, (6) AI-Generated Content contributed to the improvement of Purchase Conversion through E-trust, and (7) Personalized Social Media contributed to the improvement of Purchase Conversion through E-trust.
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||||||
| Divisions: | Faculty of Economic and Business > Magister Management | ||||||||||||
| Depositing User: | Eria Suci Aningtyas | ||||||||||||
| Date Deposited: | 14 Jul 2026 02:30 | ||||||||||||
| Last Modified: | 14 Jul 2026 02:38 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55272 |
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