ARTIFICIAL INTELLIGENCE DAN TRANSFORMASI PERILAKU KONSUMEN : ANALISIS MEDIASI KEPUTUSAN PEMBELIAN
DOI:
https://doi.org/10.64958/jto.v3i1.157Keywords:
Artificial Intelligence, konsumen, pelanggan, belanjaAbstract
Artificial Intelligence (AI) adalah teknologi relatif baru yang memiliki aplikasi yang sangat luas di berbagai bidang. Kemunculan AI dan ketersediaannya yang semakin luas bagi manusia menjadi landasan perubahan signifikan dalam perilaku konsumen, terutama dalam keputusan berbelanja. AI mampu mengenali perintah manusia dan menggunakan algoritma untuk menginterpretasikan data dengan cara yang serupa dengan cara pikiran manusia beroperasi. Kemajuan dalam teknologi komputer dan Artificial Intelligence erat kaitannya dengan kemajuan dalam ekonomi dan masyarakat. Penting untuk memahami mekanisme dan faktor yang memengaruhi kesediaan dan motivasi konsumen untuk menggunakan AI sebagai panduan dalam memenuhi kebutuhan belanja. Penelitian ini bertujuan mengetahui keterkaitan antara AI dengan perilaku pembelian yang dimediasi oleh keputusan pembelian. Penelitian ini menggunakan metode studi literatur, dengan menggunakan 48 artikel penelitian sebagai bahan kajian. Berdasarkan konsep penelitian, peneliti menyimpulkan bahwa Artificial Intelligence memengaruhi keputusan pembelian, dan perilaku pembelian dipengaruhi oleh keputusan pembelian. Dalam hal ini AI dapat mendorong motivasi konsumen untuk dalam berbelanja.
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