The Impact of Artificial Intelligence Based Personalization on Purchase Intention in Mobile Super Apps

This study investigates the influence of AI-driven personalization on user experience, trust, and purchase intention within super app. The rapid advancement of AI enables digital platform to deliver highly tailored product and service recommendations, shaping a more engaging and efficient user journey. However, the growing reliance on personalization technologies also introduces challenges related to privacy, transparency and data security. Which can undermine user confidence and satisfaction. To address these issues, this study aims to examine AI based personalization affects user behavior and perception across interconnected digital ecosystems. Data were obtained through purposive sampling method involving 396 respondents in Jabodetabek (Jakarta metropolitan area in Indonesia) who have experience and actively use super apps. The data collection was conducted through structured questionnaires via Google Forms distributed from August to September 2025. Using Structural Equation Modeling (SEM) with SmartPLS 4, the analysis tested eight variables, namely AI-driven personalization, personalization, customer satisfaction, customer experience, perceived risk, purchase intention, perceived ease of use, and perceived usefulness. In addition, there are 10 hypotheses that have been proven to be significant. This result showed that all hypotheses were statically significant, indicating that AI-driven personalization exert a positive and consistent influence on user satisfaction, perceived usefulness, and purchase intention. These findings highlight the dual role of personalization as both an enabler of meaningful digital experiences and a factor requiring strong ethical and data protection measures to sustain long term user trust.