Peran Rekomendasi Berbasis AI Pada Iklan di Shopee dengan Pendekatan Theory of Planned Behavior

Abstract

This study aims to analyze the factors influencing Purchase Intention and Purchase Decision using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach. The findings reveal that only two constructs significantly affect Purchase Intention, namely Attitude (AT) and Subjective Norm (SN), which aligns with the theoretical framework of the Theory of Planned Behavior (TPB). Meanwhile, other constructs such as Perceived Behavioral Control (PBC), Perceived Usefulness (PU), and Trust (T) do not exhibit a significant effect on Purchase Intention. The results also indicate that Purchase Intention does not significantly influence Purchase Decision, suggesting the presence of an intention–behavior gap, potentially driven by situational factors such as pricing, purchase conditions, or consumers’ momentary preferences during the transaction. The moderation analysis further shows that the interaction effect of PBC on the PI–PD relationship is not significant. Overall, the study emphasizes that psychological factors such as attitude and social norms are the primary drivers of purchase intention; however, the conversion of intention into actual purchase decisions is shaped by external influences. The study recommends incorporating situational and emotional variables in future research to better explain the gap between intention and actual behavior.

Keywords

Purchase Intention; Purchase Decision; AI Based Recommendations; Shopee Ads; Theory of Planned Behavior (TPB)