An Integrating AI-Driven Hyper-Personalization, Customer Experience, and E-Trust to Explain E-Loyalty in Indonesian E-Commerce: A PLS-SEM Study

Nanik Istianingsih; Ariyanto Masnun; Zulkifli Zulkifli; Rianto  Rianto; Titin  Zakiah

doi:10.48161/qaj.v6n2a2328

Authors

Nanik Istianingsih Faculty of Economics and Business, Institut Administrasi dan Kesehatan Setih Setio, Muara Bungo, Jambi 37212, Indonesia. https://orcid.org/0000-0002-3066-8285
Ariyanto Masnun Faculty of Economics and Business, Institut Administrasi dan Kesehatan Setih Setio, Muara Bungo, Jambi 37212, Indonesia.
Zulkifli Faculty of Economics and Business, Institut Administrasi dan Kesehatan Setih Setio, Muara Bungo, Jambi 37212, Indonesia.
Rianto Faculty of Economics and Business, Institut Administrasi dan Kesehatan Setih Setio, Muara Bungo, Jambi 37212, Indonesia.
Titin Zakiah Faculty of Economics and Business, Institut Administrasi dan Kesehatan Setih Setio, Muara Bungo, Jambi 37212, Indonesia.

DOI:

https://doi.org/10.48161/qaj.v6n2a2328

Keywords:

Artificial intelligence, Customer experience, Hyper-personalization, E-trust, E-loyalty

Abstract

This study extends TAM and Relationship Marketing Theory by positioning hyper-personalization as a central explanatory mechanism linking AI capability to e-loyalty. The sample in this study consisted of 400 respondents, aged 18 years and over, who had shopped online for at least the past month. The data analysis technique used SEM analysis with the Smart PLS application. The results showed that of the twelve proposed hypotheses, ten were accepted and two were rejected. Artificial intelligence plays a crucial role in creating hyper-personalization, significantly enhancing the customer experience. Customer experience and hyper-personalization also directly strengthen customer loyalty by providing relevant and personalized experiences. E-trust serves as a crucial foundation for creating a sense of security and trust in customers, thus increasing loyalty. However, its role as a moderator of the relationship between hyper-personalization and e-loyalty is insignificant.

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