IMPROVING SHOPPING EXPERIENCES AT NTB MALL THROUGH PERSONALIZED PRODUCT RECOMMENDATIONS USING CONTENT-BASED FILTERING

NTB MALL, an e-commerce platform specializing in unique products from micro, small, and medium enterprises (MSMEs) in West Nusa Tenggara, faces challenges in providing personalized product recommendations due to the diversity of its product categories and consumer preferences. To address this, this study implements a content-based filtering (CBF) approach utilizing Term Frequency-Inverse Document Frequency (TF-IDF) and cosine similarity to enhance recommendation accuracy. The system analyzes product attributes and user interaction history to generate tailored suggestions. Experimental results indicate that cosine similarity outperforms Euclidean distance in recommendation precision, achieving an accuracy of 89% and a Mean Reciprocal Rank (MRR) of 95%. Furthermore, user feedback reveals that 93% of users found the recommendations highly relevant, 89% reported increased engagement, and 96% expressed satisfaction with the personalized shopping experience. This research provides a novel application of AI-driven recommendation systems in regional e-commerce marketplaces, demonstrating their potential to improve user experience and foster stronger connections between consumers and local producers.