Keputusan Pembelian Makanan Halal Generasi Muda Z di Wilayah Perkotaan: Rekomendasi Berbasis Kecerdasan Buatan (AI), dan Harga Makanan
DOI:
https://doi.org/10.30872/jfor.v27i1/4419Keywords:
Kecerdasan Buatan, Harga, Keputusan Pembelian, Generasi ZAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Rekomendasi Berbasis Kecerdasan Buatan (AI) dan Harga Makanan terhadap Keputusan Pembelian Makanan Halal oleh Generasi Muda Z di wilayah perkotaan. Penelitian ini menggunakan pendekatan kuantitatif dengan perangkat lunak statistik SmartPLS 4.0 untuk menganalisis data. Data primer dikumpulkan melalui teknik purposive sampling, dengan sampel sebanyak 290 responden yang terdiri dari Generasi Muda Z di wilayah perkotaan. Pengumpulan data dilakukan dengan menggunakan kuesioner berbasis Skala Likert yang disebarkan melalui Google Forms. Temuan penelitian ini menunjukkan bahwa Rekomendasi Berbasis Kecerdasan Buatan (AI) dan Harga Makanan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian makanan halal oleh Generasi Muda Z
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Chen, C. (2024). Utilizing a Hybrid Approach to Identify the Importance of Factors That Influence Consumer Decision-Making Behavior in Purchasing Sustainable Products. Sustainability.
Chen, Y., Qin, Z., & Yan, Y. (2024). The Power of Influencers : How Does Influencer Marketing Shape Consumers ’ Purchase Intentions ? Sustainability, 1–18.
Ebrahimi, P., Salamzadeh, A., Soleimani, M., Khansari, S. M., & Zarea, H. (2022). Startups and Consumer Purchase Behavior : Application of Support Vector Machine Algorithm. Big Data and Cognitive Computing.
Francisco, R., Forradellas, R., Miguel, L., & Gallastegui, G. (2021). Digital Transformation and Artificial Intelligence Applied to Business : Legal Regulations , Economic Impact and Perspective. Laws.
Hamid, Rahmad S. (2019). Structural Equation Modeling (SEM) Berbasis Varian Konsep Dasar dan Aplikasi Program Smart PLS 3.2.8. dalam Riset Bisnis. Inkubator Penulis Indonesia.
Hendriyadi, S. (2019). Structural Equation Modeling : CB-SEM dan PLS-SEM Aplikasi Lisrel dan Smart PLS. Yogyakarta : Magistra Insania Press.
Hidayat, A., Wijaya, T., Ishak, A., & Catyanadika, P. E. (2021). Consumer Trust as the Antecedent of Online Consumer Purchase Decision. Information, 1–10.
Islam, Q., Faisal, S., & Khan, A. (2024). Assessing Consumer Behavior in Sustainable Product Markets : A Structural Equation Modeling Approach with Partial Least Squares Analysis. Sustainability.
Jos, M., & Oliveira, A. (2024). Social Networks and Digital Influencers in the Online Purchasing Decision Process. Information.
Khatua, A., Khatua, A., & Chi, X. (2021). Artificial Intelligence , Social Media and Supply Chain Management : The Way Forward. Electronics.
Levrini, G. R. D., & Jeffman, M. (2021). behavioral sciences The Influence of Price on Purchase Intentions : Comparative Study between Cognitive , Sensory , and Neurophysiological Experiments. Behavioral Sciences.
Mahmoud, M. A., Kafui, E., Tsetse, K., & Tulasi, E. E. (2022). Green Packaging , Environmental Awareness , Willingness to Pay and Consumers ’ Purchase Decisions. Sustainability, 1–14.
Malheiros, B. A., Eug, E., Josefina, C., Castillo, C., Aroeira, C. N., & Lima, L. M. De. (2025). The Role of Visual Attention and Quality Cues in Consumer Purchase Decisions for Fresh and Cooked Beef : An Eye-Tracking Study. Applied Sciences (Switzerland), 1–20.
Paliwoda, B., & Matuszak-flejszman, A. (2024). The Impact of Environmental Indicators on Consumer Purchase Decisions for Food Products. Sustainability, 1–15.
Perifanis, N. (2023). Investigating the Influence of Artificial Intelligence on Business Value in the Digital Era of Strategy : A Literature Review. Information (Switzerland).
Rodgers, W., & Nguyen, T. (2022). Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways. Journal of Business Ethics, 178(4), 1043–1061. https://doi.org/10.1007/s10551-022-05048-7
Roger Bougie, U. S. (2019). Research Methods For Business: A Skill Building Approach, 8th Edition. Wiley.
Roj, S., Smoluk-sikorska, J., & Smiglak-krajewska, M. (2024). Prices of Organic Food — The Gap between Willingness to Pay and Price Premiums in the Organic Food Market in Poland. Agriculture (Switzerland).
Roscoe, J. T. (1975). Fundamental Research Statistics for the Behavioral Sciences. Holt, Rinehart and Winston, New York.
Souza, J. De, Maia, Z., Paula, A., Bueno, A., & Sato, J. R. (2023). Applications of Artificial Intelligence Models in Educational Analytics and Decision Making : A Systematic Review. World, 288–313.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif Dan Kombinasi (Mixed Method). Bandung : Alfabeta.
Vironika, P., & Maulida, M. (2025). Green Purchase Behavior in Indonesia : Examining the Role of Knowledge , Trust and Marketing. Challenge, 1–33.
Wang, W., Chen, Z., & Kuang, J. (2025). Artificial Intelligence-Driven Recommendations and Functional Food Purchases : Understanding Consumer Decision-Making. Foods, 1–30.
Warganegara, D. L., & Hendijani, R. B. (2022). Factors That Drive Actual Purchasing of Groceries through E-Commerce Platforms during COVID-19 in Indonesia. Sustainability, 1–21.
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Copyright (c) 2025 Erni Zulfa Arini, Prasetia Adiputra, Khavid Normasyhuri
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