The Role of Artificial Intelligence in Brand Experience: Shaping Consumer Behavior and Driving Repurchase Decisions Ati Mustikasari, Ratih Hurriyati, Puspo Dewi Dirgantari, Mokh Adieb Sultan, Neng Susi Susilawati Sugiana International Journal of Advanced Computer Science and Applications, 2025 The rapid advancement of Artificial Intelligence (AI) has transformed brand experiences, influencing consumer behavior and repurchase decisions in digital marketplaces. This study aims to examine the role of AI in enhancing brand experience and its impact on consumer purchasing behavior, particularly in driving repurchase intentions. A quantitative research approach was employed, involving a sample of 340 online shoppers who have previously engaged with AI-driven brand interactions. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS. The findings reveal that AI-powered brand experience significantly affects consumer trust, satisfaction, and emotional engagement, which in turn positively influences repurchase decisions. The study also highlights that personalized AI-driven interactions, such as chatbots, recommendation systems, and predictive analytics, enhance consumer perception of brand value, fostering long-term loyalty. The implications of this research suggest that businesses should leverage AI technologies to create immersive and personalized brand experiences that strengthen customer retention and maximize sales performance. This study contributes to the literature by integrating AI and brand experience within the consumer decision-making framework, offering a novel perspective on AI’s role in shaping repurchase behavior. Future research could explore industry- specific AI applications and their impact on different demographic segments.
Fear of Missing Out (FoMO) and Recommendation Algorithms: Analyzing their Impact on Repurchase Intentions in Online Marketplaces Ati Mustikasari, Ratih Hurriyati, Puspo Dewi Dirgantari, Mokh Adieb Sultan, Neng Susi Susilawati Sugiana International Journal of Advanced Computer Science and Applications, 2025 The rapid growth of e-commerce has intensified consumers' Fear of Missing Out (FoMO), influencing their repurchase intentions. This study aims to examine the impact of online FoMO on repurchase intentions in marketplaces, emphasizing the role of personalized recommendations and promotional strategies. A quantitative approach was employed, collecting data from 300 respondents who actively shop on online marketplaces. The study utilized Structural Equation Modelling (SEM) to analyze the relationships between FoMO, trust, perceived value, and repurchase intentions. The findings reveal that FoMO significantly influences repurchase intentions, both directly and indirectly, through trust and perceived value. Additionally, personalized recommendations and time-limited promotions amplify FoMO, further strengthening consumers' intention to repurchase. These results highlight the necessity for e-commerce platforms to strategically implement AI-driven personalization and gamification elements to optimize customer retention. The study contributes theoretical insights by integrating psychological and technological perspectives in understanding consumer behavior in digital marketplaces. The originality of this research lies in its empirical validation of the FoMO- repurchase intention relationship using SEM, offering novel insights into how marketplace features shape consumer decision-making. Practically, the findings provide actionable strategies for businesses to enhance customer engagement and retention through behavioral-driven marketing approaches.
Consumer perceptual mapping towards e-banking channel: (A study of bank BRI customer in Indonesia) Refi Rifaldi Windya Giri, Bagus Rahmat Santoso, Ati Mustikasari, Made Kevin Bratawisnu 2017 5th International Conference on Information and Communication Technology Icoic7 2017, 2017 Implementation of e-banking services system provides various advantages for the company are cost and time efficiencies, and be able to create differentiation and able to target market segments with low cost. To determine the underlying motives customers to select and prefer one channel and the other required a systematic exploration of the customer perception. This study aims to understand the customers' perception of various e-banking channels and how their motives in choosing the channel usage. By understanding customer perceptions about various banking channels, it is expected to be more helpful in assisting banks in Indonesia to introduce e-banking. A convinience sampling technique used to select 234 customers who surveyed in this study. Findings suggest that Automatic Teller Machine was percieved to be low cost, low complexity and most usefulness. EFT is also almost similar to the ATM, get the low cost and low complexity but low on security. Perception on Internet banking was secure and usefulness and high on privacy. Meanwhile perception on SMS banking was easy to access and also high on privacy. And phone banking was perceived to be the most expensive and inaccurate. Future studies are expected in addition to using other multivariate techniques would also be able to add other attributes are more influential.
