KETIKA ALGORITMA MENGENAL KITA: PENGARUH ALGORITHMIC PERSONALIZATION TERHADAP PURCHASE INTENTION MELALUI PERCEIVED INTRUSIVENESS

Authors

  • Nulthazam Sarah Universitas Negeri Makassar
  • Nur Fadilah Ayu Sandira Universitas Negeri Makassar
  • Indri Iswardhani Universitas Negeri Makassar
  • Sri Astuti Nasir Universitas Negeri Makassar

DOI:

https://doi.org/10.52362/jisamar.v10i4.2667

Keywords:

algorithmic personalization; perceived intrusiveness; purchase intention; SEM-PLS; e-commerce

Abstract

Personalisasi berbasis algoritma (algorithmic personalization) telah menjadi strategi utama platform e-commerce di Indonesia dalam meningkatkan relevansi produk yang ditawarkan kepada konsumen. Di sisi lain, personalisasi yang terlalu mendalam berpotensi menimbulkan persepsi gangguan (perceived intrusiveness) yang dapat menekan minat beli (purchase intention). Penelitian ini bertujuan menganalisis pengaruh algorithmic personalization terhadap purchase intention secara langsung maupun melalui mediasi perceived intrusiveness. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan populasi pengguna aktif e-commerce di Indonesia. Sampel sebanyak 150 responden dipilih melalui purposive sampling dan dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Square (SEM-PLS). Data yang digunakan bersifat simulasi/hipotetis untuk mendemonstrasikan penerapan metode. Hasil analisis menunjukkan bahwa algorithmic personalization berpengaruh positif signifikan terhadap purchase intention dan terhadap perceived intrusiveness, sementara perceived intrusiveness berpengaruh negatif signifikan terhadap purchase intention. Pengujian mediasi menunjukkan bahwa perceived intrusiveness memediasi secara parsial pengaruh algorithmic personalization terhadap purchase intention, dengan arah pengaruh tidak langsung yang berlawanan dengan pengaruh langsungnya. Temuan ini menegaskan adanya paradoks personalisasi (personalization paradox) yang perlu dikelola melalui transparansi algoritma dan kontrol privasi bagi pengguna.

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Additional Files

Published

2026-11-09

Issue

Vol. 10 No. 4 (2026): JISAMAR (November 2026)

Section

Articles

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Copyright (c) 2026 Nulthazam Sarah, Nur Fadilah Ayu Sandira, Indri Iswardhani, Sri Astuti Nasir

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This work is licensed under a Creative Commons Attribution 4.0 International License.