Pengaruh perceived personalization terhadap purchase intention: peran perceived relevance, perceived trust, dan perceived usefulness pada pengguna media sosial di indonesia

DETAIL KOLEKSI

Pengaruh perceived personalization terhadap purchase intention: peran perceived relevance, perceived trust, dan perceived usefulness pada pengguna media sosial di indonesia

Oleh : Davin Nazwan Simatupang

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2026

Pembimbing 1 : Iwan Ekawanto

Pembimbing 2 : Nama Saya

Kata Kunci : Perceived personalization, Perceived Relevance, Perceived Trust, Perceived Usefulness, Purchase Inte

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2026_SK_SMJ_022002201192_Halaman-Judul.pdf
2.	2026_SK_SMJ_022002201192_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2026_SK_SMJ_022002201192_Surat-Hasil-Similaritas.pdf	1
4.	2026_SK_SMJ_022002201192_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2026_SK_SMJ_022002201192_Lembar-Pengesahan.pdf	4
6.	2026_SK_SMJ_022002201192_Pernyataan-Orisinalitas.pdf	1
7.	2026_SK_SMJ_022002201192_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2026_SK_SMJ_022002201192_Bab-1.pdf
9.	2026_SK_SMJ_022002201192_Bab-2.pdf
10.	2026_SK_SMJ_022002201192_Bab-3.pdf
11.	2026_SK_SMJ_022002201192_Bab-4.pdf
12.	2026_SK_SMJ_022002201192_Bab-5.pdf
13.	2026_SK_SMJ_022002201192_Daftar-Pustaka.pdf
14.	2026_SK_SMJ_022002201192_Lampiran.pdf

Abstrak
Abstract

P Perkembangan teknologi kecerdasan buatan (artificial intelligence/ai) telah mendorong penerapan personalisasi dalam pemasaran digital, khususnya melalui penyajian iklan yang disesuaikan dengan karakteristik dan preferensi pengguna media sosial. meskipun personalisasi diyakini mampu meningkatkan efektivitas pemasaran, hasil penelitian terdahulu masih menunjukkan temuan yang beragam mengenai faktor-faktor yang memengaruhi purchase intention. oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh perceived personalization terhadap purchase intention serta menguji peran perceived relevance, perceived trust, dan perceived usefulness dalam model penelitian pada pengguna media sosial di indonesia.penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. data dikumpulkan melalui penyebaran kuesioner secara daring kepada 210 responden yang memenuhi kriteria penelitian, yaitu berusia minimal 17 tahun, berdomisili di indonesia, aktif menggunakan media sosial, dan pernah melihat iklan saat menggunakan media sosial. teknik pengambilan sampel menggunakan purposive sampling, sedangkan analisis data dilakukan menggunakan structural equation modeling (sem) berbasis amos.hasil penelitian menunjukkan bahwa perceived personalization berpengaruh positif dan signifikan terhadap perceived relevance, perceived trust, perceived usefulness, dan purchase intention. selain itu, perceived relevance berpengaruh positif dan signifikan terhadap perceived trust serta purchase intention, sedangkan perceived usefulness berpengaruh positif dan signifikan terhadap purchase intention, tetapi tidak berpengaruh signifikan terhadap perceived trust. selanjutnya, perceived trust juga terbukti berpengaruh positif dan signifikan terhadap purchase intention. temuan ini menunjukkan bahwa persepsi konsumen terhadap personalisasi, relevansi, manfaat, dan kepercayaan memiliki peran penting dalam meningkatkan purchase intention pada pengguna media sosial di indonesia

T The rapid advancement of artificial intelligence (ai) has encouraged the implementation of personalization strategies in digital marketing, particularly through advertisements tailored to users\\\' characteristics and preferences on social media platforms. although personalization is believed to enhance marketing effectiveness, previous studies have reported inconsistent findings regarding the factors influencing purchase intention. therefore, this study aims to examine the effect of perceived personalization on purchase intention and investigate the roles of perceived relevance, perceived trust, and perceived usefulness within the research model among social media users in indonesia.this study employed a quantitative research approach using a survey method. data were collected through an online questionnaire distributed to 210 respondents who met the research criteria, namely individuals aged at least 17 years, residing in indonesia, actively using social media, and having been exposed to advertisements while using social media. the sampling technique used was purposive sampling, and the data were analyzed using structural equation modeling (sem) with amos.the findings indicate that perceived personalization has a positive and significant effect on perceived relevance, perceived trust, perceived usefulness, and purchase intention. furthermore, perceived relevance positively and significantly influences perceived trust and purchase intention, while perceived usefulness has a positive and significant effect on purchase intention but does not significantly affect perceived trust. in addition, perceived trust has a positive and significant effect on purchase intention. these findings suggest that consumers\\\' perceptions of personalization, relevance, usefulness, and trust play important roles in enhancing purchase intention among social media users in indonesia.