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Author

Adzy Ruzydan Azra

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Conference Aug 2026

The Role of AI Shopping Towards Generation Z Purchase Decisions on Shopee with Perceived Trust as a Mediation Variable

This study aims to analyze the effect of AI Shopping on Generation Z purchase decisions on the Shopee platform with Perceived Trust as a mediating variable. The background of this study is the growing implementation of Artificial Intelligence (AI) technology in e-commerce platforms, which provides a more personalized,...

Adzy Ruzydan Azra, Dewi Nuraini · 0 citations

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