The Role Of Ai-Based Personalized Marketing On Customer Trust And Online Repurchase Intention In E-Commerce
Keywords:
AI-Based Personalized Marketing; Customer Trust; Online Repurchase Intention; E-Commerce; West Java
Abstract
This study examines the effect of AI-Based Personalized Marketing on Customer Trust and Online Repurchase Intention among e-commerce users in West Java, Indonesia. As artificial intelligence becomes increasingly embedded in e-commerce through personalized recommendations, targeted promotions, and behavior-based notifications, its effectiveness depends not only on relevance and usefulness but also on the ability to build customer trust. Therefore, Customer Trust is positioned as a mediating variable in this study. A quantitative explanatory approach was employed, using data collected from 220 active e-commerce users in West Java who had purchased online at least twice in the last six months and had been exposed to AI-based personalized marketing. The data were analyzed using PLS-SEM with SmartPLS 4. The results show that AI-Based Personalized Marketing positively and significantly affects Customer Trust (β = 0.516, p < 0.001) and Online Repurchase Intention (β = 0.225, p < 0.001). Customer Trust also positively and significantly affects Online Repurchase Intention (β = 0.454, p < 0.001) and partially mediates the relationship between AI-Based Personalized Marketing and Online Repurchase Intention (β = 0.234, p < 0.001). These findings highlight trust as a key mechanism linking personalization and sustainable repurchase behavior in e-commerce.References
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R. E. Bawack, S. F. Wamba, K. D. A. Carillo, and S. Akter, “Artificial intelligence in E-Commerce: a bibliometric study and literature review,” Electronic Markets, vol. 32, no. 1, pp. 297–338, Mar. 2022, doi: 10.1007/s12525-022-00537-z.
G. K. An and T. T. A. Ngo, “AI-powered personalized advertising and purchase intention in Vietnam’s digital landscape: The role of trust, relevance, and usefulness,” Journal of Open Innovation: Technology, Market, and Complexity, vol. 11, no. 3, p. 100580, Sep. 2025, doi: 10.1016/j.joitmc.2025.100580.
N. Hassan, M. Abdelraouf, and D. El-Shihy, “The moderating role of personalized recommendations in the trust–satisfaction–loyalty relationship: an empirical study of AI-driven e-commerce,” Future Business Journal, vol. 11, no. 1, p. 66, Apr. 2025, doi: 10.1186/s43093-025-00476-z.
R. Bhagat, V. Chauhan, and P. Bhagat, “Investigating the impact of artificial intelligence on consumer’s purchase intention in e-retailing,” foresight, vol. 25, no. 2, pp. 249–263, Apr. 2023, doi: 10.1108/FS-10-2021-0218.
S. Nazir, S. Khadim, M. Ali Asadullah, and N. Syed, “Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach,” Technol. Soc., vol. 72, p. 102190, Feb. 2023, doi: 10.1016/j.techsoc.2022.102190.
T. T. A. NGO, H. K. L. CHAU, N. P. N. TRAN, and C. T. BUI, “The impact of AI-powered service on customer continuance usage intention in E-retailing: An extended expectation confirmation model,” Acta Psychol. (Amst)., vol. 262, p. 106095, Feb. 2026, doi: 10.1016/j.actpsy.2025.106095.
M. F. Shahzad, S. Xu, X. An, and I. Javed, “Assessing the impact of AI-chatbot service quality on user e-brand loyalty through chatbot user trust, experience and electronic word of mouth,” Journal of Retailing and Consumer Services, vol. 79, p. 103867, Jul. 2024, doi: 10.1016/j.jretconser.2024.103867.
K. M. McKee, A. J. Dahl, and J. W. Peltier, “Gen Z’s personalization paradoxes: A privacy calculus examination of digital personalization and brand behaviors,” Journal of Consumer Behaviour, vol. 23, no. 2, pp. 405–422, Mar. 2024, doi: 10.1002/cb.2199.
J. Cloarec, L. Meyer‐Waarden, and A. Munzel, “Transformative privacy calculus: Conceptualizing the personalization‐privacy paradox on social media,” Psychol. Mark., vol. 41, no. 7, pp. 1574–1596, Jul. 2024, doi: 10.1002/mar.21998.
Y.-Q. Zhu, K. Kanjanamekanant, and Y.-T. Chiu, “Reconciling the Personalization-Privacy Paradox: Exploring Privacy Boundaries in Online Personalized Advertising,” J. Assoc. Inf. Syst., vol. 24, no. 1, pp. 294–316, 2023, doi: 10.17705/1jais.00775.
M. Bilal, Y. Zhang, S. Cai, U. Akram, and A. Halibas, “Artificial intelligence is the magic wand making customer-centric a reality! An investigation into the relationship between consumer purchase intention and consumer engagement through affective attachment,” Journal of Retailing and Consumer Services, vol. 77, p. 103674, Mar. 2024, doi: 10.1016/j.jretconser.2023.103674.
Y. Xu and L. Chen, “Personalized recommendations and consumer trust: The role of perceived control and locus of control,” Acta Psychol. (Amst)., vol. 261, p. 105936, Nov. 2025, doi: 10.1016/j.actpsy.2025.105936.
M. Li and R. Wang, “Chatbots in e-commerce: The effect of chatbot language style on customers’ continuance usage intention and attitude toward brand,” Journal of Retailing and Consumer Services, vol. 71, p. 103209, Mar. 2023, doi: 10.1016/j.jretconser.2022.103209.
C.-L. Hsu and J. C.-C. Lin, “Understanding the user satisfaction and loyalty of customer service chatbots,” Journal of Retailing and Consumer Services, vol. 71, p. 103211, Mar. 2023, doi: 10.1016/j.jretconser.2022.103211.
H. K. L. Chau, T. T. A. Ngo, C. T. Bui, and N. P. N. Tran, “Human-AI interaction in E-Commerce: The impact of AI-powered customer service on user experience and decision-making,” Computers in Human Behavior Reports, vol. 19, p. 100725, Aug. 2025, doi: 10.1016/j.chbr.2025.100725.
D. M. Akdemir and Z. A. Bulut, “Business and Customer-Based Chatbot Activities: The Role of Customer Satisfaction in Online Purchase Intention and Intention to Reuse Chatbots,” Journal of Theoretical and Applied Electronic Commerce Research, vol. 19, no. 4, pp. 2961–2979, Oct. 2024, doi: 10.3390/jtaer19040142.
H. Cai and A. Mardani, “Research on the impact of consumer privacy and intelligent personalization technology on purchase resistance,” J. Bus. Res., vol. 161, p. 113811, Jun. 2023, doi: 10.1016/j.jbusres.2023.113811.
H. K. L. Chau, T. T. A. Ngo, C. T. Bui, and N. P. N. Tran, “Human-AI interaction in E-Commerce: The impact of AI-powered customer service on user experience and decision-making,” Computers in Human Behavior Reports, vol. 19, p. 100725, Aug. 2025, doi: 10.1016/j.chbr.2025.100725.
S. Cachero-Martínez and R. Vázquez-Casielles, “Building consumer loyalty through e-shopping experiences: The mediating role of emotions,” Journal of Retailing and Consumer Services, vol. 60, p. 102481, May 2021, doi: 10.1016/j.jretconser.2021.102481.
N. Meilatinova, “Social commerce: Factors affecting customer repurchase and word-of-mouth intentions,” Int. J. Inf. Manage., vol. 57, p. 102300, Apr. 2021, doi: 10.1016/j.ijinfomgt.2020.102300.
W. Prahiawan, M. Fahlevi, J. Juliana, J. T. Purba, and S. A. Tarigan, “The role of e-satisfaction, e-word of mouth and e-trust on repurchase intention of online shop,” International Journal of Data and Network Science, vol. 5, no. 4, pp. 593–600, 2021, doi: 10.5267/j.ijdns.2021.8.008.
B. Lu and X. Yi, “Institutional trust and repurchase intention in the sharing economy: The moderating roles of information privacy concerns and security concerns,” Journal of Retailing and Consumer Services, vol. 73, p. 103327, Jul. 2023, doi: 10.1016/j.jretconser.2023.103327.
A. D. Do et al., “Impacts of e-RLSQ on repurchase intention in Vietnam’s e-commerce market: The mediating role of customer satisfaction and trust,” International Journal of Information Management Data Insights, vol. 5, no. 2, p. 100346, Dec. 2025, doi: 10.1016/j.jjimei.2025.100346.
A. S. Al-Adwan, M. M. Al-Debei, and Y. K. Dwivedi, “E-commerce in high uncertainty avoidance cultures: The driving forces of repurchase and word-of-mouth intentions,” Technol. Soc., vol. 71, p. 102083, Nov. 2022, doi: 10.1016/j.techsoc.2022.102083.
M. A. de Sá Siqueira, B. C. N. Müller, and T. Bosse, “When Do We Accept Mistakes from Chatbots? The Impact of Human-Like Communication on User Experience in Chatbots That Make Mistakes,” Int. J. Hum. Comput. Interact., vol. 40, no. 11, pp. 2862–2872, Jun. 2024, doi: 10.1080/10447318.2023.2175158.
Published
2026-04-27
How to Cite
Sumarto, S. H., Sjaifudian, H., & Husnah, N. (2026). The Role Of Ai-Based Personalized Marketing On Customer Trust And Online Repurchase Intention In E-Commerce. Jurnal Ekonomi Syariah Pelita Bangsa, 11(01), 204-216. https://doi.org/10.37366/jespb.v11i01.3215
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Articles
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