Siti Nur Alimah, . (2026) PENGARUH CUSTOMER EXPERIENCE DAN AI PERSONALIZATION TERHADAP CUSTOMER LOYALTY YANG DIMEDIASI CUSTOMER SATISFACTION DI SHOPEE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rapid growth of e-commerce in Indonesia has intensified competition among platforms. Although Shopee is the most widely accessed e-commerce platform in Indonesia, maintaining customer loyalty remains challenging as consumers increasingly expect personalized, fast, and consistent shopping experiences. This study examines the effects of customer experience and AI personalization on customer loyalty, with customer satisfaction as a mediating variable among Shopee users in Greater Jakarta (Jabodetabek). A quantitative approach with purposive sampling was employed. Data were collected through questionnaires from 113 Shopee users and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that customer experience, AI personalization, and customer satisfaction positively and significantly influence customer loyalty. Customer satisfaction also partially mediates the relationships between customer experience and customer loyalty, as well as between AI personalization and customer loyalty. The dominant indicators were feeling comfortable when using Shopee (CX3), recommendations based on unique personal data (AIP3), and order fulfillment in terms of timeliness, quality, quantity, and delivery location (CS1). These findings suggest that enhancing enjoyable shopping experiences, relevant AI-driven personalization, and customer satisfaction can strengthen customer loyalty toward Shopee. Keywords: AI Personalization, Customer Experience, Customer Loyalty, Customer Satisfaction
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111166] [Pembimbing: Risty Rahma Dafina] [Penguji 1: Ajeng Septiana Wulansari] [Ketua Penguji: Guntur Syahputra Saragih] |
| Uncontrolled Keywords: | AI Personalization, Customer Experience, Customer Loyalty, Customer Satisfaction |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | SITI NUR ALIMAH |
| Date Deposited: | 24 Aug 2026 07:46 |
| Last Modified: | 24 Aug 2026 07:46 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52446 |
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