Building Trust in a Digital Age: How Ethical AI Transforms Customer Experience and Brand Loyalty
Description
Building Trust in a Digital Age: How Ethical AI Transforms Customer Experience and Brand Loyalty The Research objects focus on the following construct : 1. Ethical AI 2. Customer Experience 3. Brand Loyalty This study investigates the influence of Ethical Artificial Intelligence (Ethical AI) on Customer Experience and Brand Loyalty among e-commerce users in Indonesia. With the rapid integration of AI technologies into digital consumer platforms, ethical considerations have become increasingly relevant in shaping user trust and engagement. This research adopts a quantitative survey approach, targeting a population of approximately 65.65 million Indonesian e-commerce users. From this population, 402 respondents were selected, representing a diverse range of users across various platforms. To analyze the data, the study employed Partial Least Squares Structural Equation Modeling (PLS-SEM), focusing on two primary phases: the measurement model and the structural model. The results reveal that Ethical AI significantly and positively impacts both Customer Experience and Brand Loyalty. Furthermore, Customer Experience also shows a substantial effect on Brand Loyalty, indicating its mediating potential in the relationship between Ethical AI and long-term customer commitment. These findings highlight the strategic importance of implementing ethical principles in AI systems as a means to enhance user experience and foster brand loyalty in the competitive e-commerce landscape.
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Institutions
- Bina Nusantara University