Electronic Theses and Dissertation

Perkembangan teknologi artificial intelligence (AI) pada platform social commerce, khususnya TikTok Shop, telah menghadirkan dua inovasi dominan berupa recommender system dan chatbot yang berperan penting dalam membentuk perilaku konsumtif Generasi Z. Penelitian ini bertujuan menganalisis pengaruh recommender system dan chatbot terhadap niat beli konsumen muslim Generasi Z di TikTok Shop, dengan trust sebagai variabel mediasi dan etika bisnis Islam sebagai variabel moderasi. Pendekatan kuantitatif diterapkan melalui penyebaran kuesioner kepada 300 responden Generasi Z muslim di Kota Banda Aceh yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) berbantuan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa recommender system dan chatbot berpengaruh positif dan signifikan terhadap trust maupun niat beli. Trust terbukti memediasi secara parsial hubungan antara kedua teknologi tersebut dengan niat beli. Etika bisnis Islam berpengaruh langsung terhadap niat beli, namun tidak terbukti memoderasi hubungan antara recommender system maupun chatbot terhadap niat beli konsumen. Temuan ini mengimplikasikan bahwa optimalisasi kualitas teknologi AI berbasis nilai transparansi dan kejujuran merupakan strategi krusial dalam meningkatkan kepercayaan dan niat beli konsumen muslim di era social commerce.

The development of artificial intelligence (AI) technology on social commerce platforms, especially TikTok Shop, has presented two dominant innovations in the form of recommender systems and chatbots that play an important role in shaping the consumptive behavior of Generation Z. This research aims to analyze the influence of recommender systems and chatbots on the purchase intention of Generation Z Muslim consumers on TikTok Shop, with trust as a mediating variable and Islamic business ethics as a moderation variable. A quantitative approach was applied through the distribution of questionnaires to 300 Muslim Generation Z respondents in Banda Aceh City who were selected using the purposive sampling technique. The data was analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) assisted by SmartPLS 3.0. The results of the study show that recommender systems and chatbots have a positive and significant effect on trust and purchase intention. Trust has been shown to partially mediate the relationship between the two technologies and purchase intent. Islamic business ethics have a direct effect on purchase intention, but it has not been proven to moderate the relationship between recommender systems and chatbots on consumer purchase intention. These findings imply that optimizing the quality of AI technology based on the values of transparency and honesty is a crucial strategy in increasing the trust and purchase intention of Muslim consumers in the era of social commerce.