From AI to Experience How Personalization Shapes Online Shopping Journeys in E-Marketplaces

Abstract

The rapid convergence of e-commerce platforms and social media has transformed the way Indonesian consumers experience online shopping. This study, titled “From AI to Experience: How Personalization Shapes Online Shopping Journeys in E-Marketplaces in Indonesia”, aims to analyze the role of artificial intelligence (AI)–driven personalization in influencing consumer behavior, satisfaction, and loyalty in digital marketplaces. Using the recent development of social commerce integration into e-commerce, particularly the merger of TikTok and Tokopedia, as a contextual backdrop, the research highlights how recommendation algorithms, chatbots, and personalized content contribute to consumer decision-making processes. A quantitative method with Structural Equation Modeling (SEM) is employed to examine the relationships between AI service quality, personalization, customer experience, and purchase intention. The findings are expected to demonstrate that personalization not only improves efficiency and engagement in online shopping journeys but also fosters trust and long-term consumer loyalty. This study contributes to the literature on AI-enabled retail in emerging markets, positioning Indonesia as a key case for understanding the future of e-commerce in Southeast Asia.