AI-POWERED PERSONALIZATION IN E-COMMERCE: PSYCHOLOGICAL MECHANISMS, ALGORITHMIC FAIRNESS, AND THEIR IMPACT ON CONSUMER ENGAGEMENT AND LOYALTY

Nur Hidayat

doi:10.31539/qw1a3206

Authors

Nur Hidayat Universitas Tanjungpura

DOI:

https://doi.org/10.31539/qw1a3206

Keywords:

AI-Powered Personalization; Algorithmic Perception; Consumer Trust; Privacy Concerns; Platform Loyalty.

Abstract

Penelitian ini menelaah evolusi AI-driven personalization dalam e-commerce dengan menekankan bagaimana mekanisme psikologis pelanggan serta persepsi mereka terhadap proses algoritmik membentuk pengalaman belanja digital dan keterlibatan mereka dengan platform. Evaluasi literatur sistematis terhadap 44 artikel terindeks Scopus periode 2020–2025 menunjukkan bahwa AI-driven personalization meningkatkan relevance, convenience, dan perceived utility, sehingga memperkuat engagement, trust, dan purchase intentions. Kekhawatiran terkait privacy, algorithmic bias, dan perceived inequity dapat memicu resistensi psikologis yang menurunkan tingkat penerimaan dan melemahkan loyalty pelanggan. Temuan penelitian menegaskan pentingnya sistem yang transparan, kendali pengguna yang lebih kuat, serta perancangan algoritma yang etis dan bertanggung jawab. Pendekatan yang mampu menyelaraskan ketepatan teknologi dengan sensitivitas psikologis terbukti menghasilkan pengalaman digital yang lebih memuaskan dan berkelanjutan. Studi ini mendorong penggunaan fairness-aware models serta pemahaman mendalam tentang consumer behavior sebagai elemen penting dalam pengembangan AI personalization yang lebih aman, adaptif, dan mampu menciptakan nilai jangka panjang bagi platform maupun pengguna.

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