Farel, Kholin Gio (2026) Pengaruh AI-Personalized Recommendation, AI Chatbot Service, dan AR Virtual Try-On terhadap Purchase Decision Generasi Z pada Platform E-Commerce Shopee di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of Artificial Intelligence (AI) and Augmented Reality (AR) technologies has encouraged e-commerce platforms to introduce various features that support consumers throughout the online shopping process. Shopee is one of the e-commerce platforms that has integrated AI and AR through features such as AI-personalized recommendations, AI chatbot services, and AR virtual try-on to provide personalized product recommendations, responsive customer service, and virtual product trial experiences. This study aims to examine the influence of AI-personalized recommendations, AI chatbot services, and AR virtual try-on on the purchase decisions of Generation Z consumers using the Shopee e-commerce platform in Surabaya City. This research employed a quantitative approach using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The study involved 112 respondents selected through purposive sampling. The findings reveal that AI-personalized recommendations, AI chatbot services, and AR virtual try-on each have a positive and significant effect on the purchase decisions of Generation Z consumers on the Shopee e-commerce platform in Surabaya City. These findings indicate that the implementation of AI- and AR-based features enhances consumers' confidence, thereby encouraging purchase decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products H Social Sciences > HF Commerce > HF5415.5 Customer services |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Kholin Gio Farel | ||||||||
| Date Deposited: | 10 Jul 2026 07:04 | ||||||||
| Last Modified: | 10 Jul 2026 07:33 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54993 |
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