The Role of Artificial Intellegence in Increasing E-Commerce Brand Equity

The main objective of this research is to determine the influence of artificial intelligence on e-commerce consumers' purchasing intentions. In addition, this research studies the mediating role of brand equity and the moderating variable brand credibility, which is still limited to e-commerce studies. We collected data through questionnaires from 216 e-commerce customer respondents. Data were analyzed using a structural equation modeling approach with two stages: measurement and structural models. The research results show that artificial intelligence cannot directly increase purchase intentions. Brand equity's mediating effect is needed to influence purchase intentions positively. Brand credibility also strengthened the relationship between brand equity and consumer purchasing intentions. This research develops an artificial intelligence model that can predict purchase intentions in e-commerce by examining brand equity's influence and credibility. This is an essential contribution to developing AI technology concepts that must constantly be updated, and previous research has yet to focus on the models offered. Providing input for policymakers in e-commerce companies in designing AI services that are more oriented towards increasing brand equity has been proven to increase consumer purchasing intentions.