The Effect of Customer experience and Artificial Intelligence (AI) Personalization on Lazada Customer Loyalty in Surabaya

This research is focused on discovering how customer experiences and the personalization of artificial intelligence (AI) affect customer loyalty to Lazada in Surabaya. The study uses a quantitative research method. The participants include 78 Lazada users who live in Surabaya. A non-probability sampling method with purposeful selection was employed to choose the respondents based on certain criteria. Data analysis was performed using the Partial Least Square (PLS) technique, which involves checking for validity, reliability, and testing hypotheses. The findings show that both customer experience and AI personalization have a strong and meaningful impact on customer loyalty to Lazada in Surabaya.