Electronic Theses and Dissertation

Perkembangan teknologi digital yang memanfaatkan Artificial Intelligence (AI) telah mengubah strategi pemasaran melalui sistem personalisasi rekomendasi pada platform TikTok, dengan penyesuaian konten dan produk sesuai minat pengguna. Penelitian ini bertujuan untuk mengukur tingkat personalisasi rekomendasi produk fashion berbasis AI pada platform TikTok, mengukur minat beli produk fashion pada mahasiswa, dan menguji pengaruh personalisasi rekomendasi produk fashion berbasis AI pada platform TikTok terhadap minat beli mahasiswa. Penelitian menggunakan metode kuantitatif dengan populasi 17.328 mahasiswa perempuan jenjang S1 Universitas Syiah Kuala angkatan 20182025 dan sampel 99 responden yang ditentukan menggunakan rumus Taro Yamane, dengan kriteria aktif menggunakan platform TikTok dan pernah melihat rekomendasi produk fashion pada platform tersebut. Data dikumpulkan dengan penyebaran kuesioner secara online melalui Google Forms. Uji coba instrumen melalui uji validitas dan uji reliabilitas, kemudian dilakukan uji prasyarat melalui uji normalitas dan uji linearitas. Analisa data melalui uji analisis deskriptif, uji regresi linier sederhana, uji korelasi pearson product moment, uji koefisien determinasi, dan uji signifikansi. Hasil penelitian menunjukkan bahwa tingkat personalisasi rekomendasi produk fashion berbasis AI pada platform TikTok dan tingkat minat beli mahasiswa berada pada kategori yang tinggi. Selain itu, personalisasi rekomendasi produk fashion berbasis AI pada platform TikTok terbukti memiliki pengaruh positif dan signifikan terhadap minat beli mahasiswa dengan kontribusi sebesar 51,2%. Dengan demikian, personalisasi rekomendasi produk fashion berbasis AI berperan penting dalam membentuk minat beli mahasiswa, khususnya yang aktif menggunakan platform TikTok dan melakukan pembelian produk fashion pada platform tersebut.

The development of digital technology that utilizes Artificial Intelligence (AI) has changed marketing strategies through a recommendation personalization system on the TikTok platform, by adjusting content and products according to user interest. This study aims to measure the level of AI-based personalisation of fashion product recommendations on the TikTok platform, to measure students’ interest in purchasing fashion products, and to test the influence of AI-based personalisation of fashion product recommendations on the TikTok platform on students’ purchasing interest. The study employed a quantitative method with a population of 17.328 female undergraduate students at Syiah Kuala University from the 2018-2025 cohorts and a sample of 99 respondents selected using Taro Yamane formula, based on the criteria of actively using the TikTok platform and having viewed fashion product recommendations on the platform. Data were collected by distributing an online questionnaire via Google Forms. Instrument testing involved validity and reliability assessments, followed by prerequisite testing using normality and linearity tests. Data analysis comprised descriptive analysis, simple linear regression, Pearson product-moment correlation, the coefficient of determination, and significance testing. The results of the study indicate that the level of personalisation of AI-based fashion product recommendations on the TikTok platform and the level of students’ purchase intent fall into the high category. Furthermore, AI-based personalisation of fashion product recommendations on the TikTok platform was found to have a positive and significant influence on students’ purchase intent, contributing 51.2%. Consequently, AI-based personalisation of fashion product recommendations plays a significant role in shaping students’ purchase intent, particulary amongst those who actively use the TikTok platform and purchase fashion product on it.