THE ROLE OF ARTIFICIAL INTELLIGENCE (AI) AND PRODUCT POPULARITY IN SHAPING CONSUMER BUYING BEHAVIOR ON INDONESIAN E-COMMERCE PLATFORMS

This study aims to bridge the gap in the literature by examining how artificial intelligence (AI) and product popularity play a role in shaping consumer purchasing behavior on Indonesian e-commerce platforms. The sample is users who make purchases of cosmetic products with AI features on Indonesian E-Commerce. Using multiple linear regression methods and SPSS 25 as a calculation tool. It was found that artificial intelligence and product popularity have a significant influence on consumer purchasing behavior in Indonesian E-Commerce.