AI-Generated Content and Personalized Social Media Effects on Purchase Conversion: E-Trust as a Mediator

Eria Suci Aningtyas; Wiwik Handayani; Sugeng Purwanto

doi:10.63922/ijebir.v5i04.5112

Eria Suci Aningtyas Master of Management Study Program, Faculty of Economics and Business, Universitas Pembangunan Nasional "Veteran" Jawa Timur, Indonesia
Wiwik Handayani Master of Management Study Program, Faculty of Economics and Business, Universitas Pembangunan Nasional "Veteran" Jawa Timur, Indonesia
Sugeng Purwanto Master of Management Study Program, Faculty of Economics and Business, Universitas Pembangunan Nasional "Veteran" Jawa Timur, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.5112

Keywords: AI-Generated Content, Personalized Social Media, E-trust, Purchase Conversion.

Abstract

The rapid development of digital technology has encouraged businesses to adopt Artificial Intelligence (AI) and personalized social media strategies to improve digital marketing effectiveness. However, previous studies have primarily focused on purchase intention or examined digital marketing variables separately, providing limited understanding of how these strategies influence actual purchase conversion through consumer trust. This studynaims to analyze the effects of AI-Generated Content and Personalized Social Mediaion Purchase Conversion, with E-Trustias a mediatingivariable, at Beauty Shop Farina Femme. A quantitativeiapproach was employediusing Partial LeastnSquares Structural Equation Modelingi(PLS-SEM). Data wereicollected from 100 consumers of Beauty Shop Farina Femme through purposive sampling and analyzed using Smart-PLS software. The findings indicate that AI-Generated Content and Personalized Social Media do not significantly influence Purchase Conversion directly. However, both variables significantly enhance E-Trust, which subsequently has a significantipositive effect oniPurchase Conversion and mediatesnthe relationshipsnbetween AI-Generated Content, Personalized Social Media, and Purchase Conversion. These findings highlight the critical role of E-Trust in transforming AI-driven and personalized digital marketing strategies into actual purchasing behavior, thereby contributing to theiliterature on digitalimarketing effectiveness and consumer behavior in the beauty retail industry.

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