The Mediating Role of Consumer Trust in the Influence of AI Personalization and Content Marketing on Fashion Purchase Decisions

Anak Agung Ayu Rika Putri Supartha; Ni Putu Dhanan Kumaradewi M; Ida Bagus Gede Prabawa Putra Udiyana

doi:10.55681/sentri.v5i5.6228

Authors

Anak Agung Ayu Rika Putri Supartha Universitas Pendidikan Nasional, Denpasar, Indonesia
Ni Putu Dhanan Kumaradewi M Universitas Pendidikan Nasional, Denpasar, Indonesia
Ida Bagus Gede Prabawa Putra Udiyana Universitas Pendidikan Nasional, Denpasar, Indonesia

DOI:

https://doi.org/10.55681/sentri.v5i5.6228

Keywords:

AI Personalization, Content Marketing, Consumer Trust, Purchase Decision, SOR Theory

Abstract

This study aims to examine the influence of AI Personalization and Content Marketing on Purchase Decision, both directly and indirectly through Consumer Trust in the fashion industry, using the Stimulus–Organism–Response (SOR) framework. A quantitative approach was applied through a survey of 120 respondents aged 18–28 years, and the data were analyzed using PLS-SEM. The results show that all relationships are positive and significant, where AI Personalization and Content Marketing act as stimuli that enhance Consumer Trust as the organism, which in turn drives Purchase Decision as the response. Additionally, Consumer Trust is proven to mediate the relationship between AI Personalization and Content Marketing with Purchase Decision. These findings highlight that effective personalization and strategic content marketing can build consumer trust and ultimately increase purchase decisions in the digital fashion context.

Downloads

Download data is not yet available.

References

Abdullah, M. F., Rita, N., Khan, M., Ibrahim, M. A., & Putit, L. (2023). Exploring the Influence of Social Media Influencers ’ ( SMIs ) Traits on Consumer Purchasing Behavior for Online Products on the TikTok Platform : The Mediating Effect of Trustworthiness. 13(11), 2046–2057. https://doi.org/10.6007/IJARBSS/v13-i11/19605

Ahmed, R. R., Streimikiene, D., Qadir, H., & Streimikis, J. (2022). Effect of green marketing mix, green customer value, and attitude on green purchase intention: evidence from the USA. Environmental Science and Pollution Research 2022 30:5, 30(5), 11473–11495. https://doi.org/10.1007/S11356-022-22944-7

Ameen, N., Tarhini, A., Reppel, A., & Anand, A. (2023). Computers in Human Behavior Customer experiences in the age of artificial intelligence. Computers in Human Behavior, 114(August 2020), 106548. https://doi.org/10.1016/j.chb.2020.106548

Anitha, S. (2025). Demand Forecasting New Fashion Products : A Review Paper. 270–280. https://doi.org/10.1002/for.3192

Bazán-gil, V., Bazán-gil, V., Carlos, U., & Madrid, I. I. I. De. (2023). Artificial intelligence applications in media archives. 1–12.

Chen, L., Halepoto, H., Liu, C., Kumari, N., Yan, X., Du, Q., & Memon, H. (2021). Relationship Analysis among Apparel Brand Image , Self-Congruity , and Consumers ’ Purchase Intention. 1–15.

Chen, L., Halepoto, H., Liu, C., Yan, X., & Qiu, L. (2022). Research on Influencing Mechanism of Fashion Brand Image Value Creation Based on Consumer Value Co-Creation and Experiential Value Perception Theory.

Chrimes, C., Boardman, R., Vignali, G., & Mccormick, H. (2022). Investigating how online fashion product page design affects the consumer ’ s clothing fit appraisal. December 2021, 1478–1493. https://doi.org/10.1002/cb.2100

Disastra, G. M., Hanifa, F. H., Wulandari, A., & Sastika, W. (2019). The Influence of Advertising Value on Advertising Attitude and its Impact on Purchase Intention. 307(SoRes 2018), 426–432. https://doi.org/10.2991/sores-18.2019.98

Effendi, M., Fuadah, A., & Sholihah, M. (2025). BIJMT : Brilliant International Journal Of Exploring the Impact of Artificial Intelligence on Consumer Behavior.

Fan, K., & Chang, Y. (2023). Exploring the Key Elements of Sustainable Design from a Social Responsibility Perspective : A Case Study of Fast Fashion Consumers ’ Evaluation of Green Projects.

Fikri, M. H., & Risqiani, R. (2023). Antecedents and Consequences of Consumer Attitudes towards Advertising on Social Media. Business and Entrepreneurial Review, 23(1), 175–188. https://doi.org/10.25105/ber.v23i1.15203

George, A., Shibu, M., Joseph, E. T., & Sunny, P. (2025). Impact of social media influencer marketing on customer purchase intention in the fashion industry : a systematic literature review. September, 1–11. https://doi.org/10.3389/fcomm.2025.1676901

Hao, X., & Chen, Y. (2022). The Relationship between Perception of New Domestic Skin Care Products and Purchase Intention —— Based on the Moderation of Conscientiousness. Academic Journal of Business & Management, 4(16), 66–74. https://doi.org/10.25236/ajbm.2022.041611

Huang, K., Lin, Y., & Lou, X. (2023). Exploring Purchase Preferences of Chinese Gen Z Fans for Human and Virtual Idols on TikTok. Communications in Humanities Research, 19(1), 15–25. https://doi.org/10.54254/2753-7064/19/20231197

Ijan, M. C., & Ellyawati, J. (2023). The Influence of Content Marketing and e-WOM on Purchase Decisions in TikTok Social Media. 13(7), 85–96.

Ilahi, R., Rahmadi, S. B., & Religia, Y. (2025). Peran Artificial Intelligence dan Stimulus Digital Dalam Keputusan Pembelian Generasi Z pada E-Commerce : Tinjauan Literatur Berbasis Model S-O-R. 1(1), 15–24.

Jiatong, W., Murad, M., Bajun, F., Tufail, M. S., Mirza, F., & Rafiq, M. (2021). Impact of Entrepreneurial Education, Mindset, and Creativity on Entrepreneurial Intention: Mediating Role of Entrepreneurial Self-Efficacy. Frontiers in Psychology, 12(August). https://doi.org/10.3389/fpsyg.2021.724440

Jin, B. E., & Shin, D. C. (2021). The power of 4th industrial revolution in the fashion industry : what , why , and how has the industry changed ? Fashion and Textiles. https://doi.org/10.1186/s40691-021-00259-4

Karunasingha, A. (2026). The mediating effect of trust on consumer behavior in social media marketing environments. 3(2), 135–149. https://doi.org/10.1108/SAJM-10-2021-0126

Khan, R., & Hassan, H. (2025). [ THE IMPACT OF AI-DRIVEN PERSONALIZATION ON ONLINE PURCHASE INTENTIONS : THE MEDIATING ROLES OF CONSUMER TRUST AND PERCEIVED RELEVANCE ]. 2, 126–141.

Khasanah, U., Rubiyanti, N., Widodo, A., & Silvianita, A. (2024). The Influence of Content Marketing on Customer Advocacy with Entertainment Intention as an Intervening Variable on Tiktok. 3(5), 1657–1664.

Kozak, J., & Fel, S. (2024). How sociodemographic factors relate to trust in artificial intelligence among students in Poland and the United Kingdom. 1–10.

Kumar, R., & Gurme, V. (2026). Measurement : Digitalization Artificial intelligence and consumer behaviour on social media : A study of personalization , trust , and privacy. Measurement: Digitalization, 5(December 2025), 100021. https://doi.org/10.1016/j.meadig.2025.100021

Mishra, R., & Varshney, D. (2024). The impact of digital content marketing in shaping consumer decision-making for tech gadget purchase. 23(01), 688–696.

Novianti, I., & Julaihah, U. (2025). Jurnal Penelitian Ekonomi dan Bisnis The Influence of Ease of Use and Perceived Risk on Online Purchase Decisions : The Mediating Role of Trust in the Islamic Economic Perspective. 10(2), 151–160. https://doi.org/10.33633/jpeb.v10i2.11965

Nyomanrusmiati, N., & Purnami, A. A. S. (2022). The Influence of Threat Emotion, Brand Trust, and Electronic Word of Mouth on Online Fashion Product Purchase Decisions on the Zalora Site. 2019, 58–65.

Park, Y. E., & Son, H. (2025). AI recommendation vs . crowdsourced recommendation vs . travel expert recommendation : The moderating role of consumption goal on travel destination decision. 13–15. https://doi.org/10.1371/journal.pone.0318719

Pramestyan, M. E. M., & Tiarawati, M. (2025). Jurnal Riset Manajemen Sains Indonesia THE EFFECT OF CUSTOMER EXPERIENCE AND SERVICE QUALITY ON. 16(1), 98–113.

Prasetyo, J. H., Prakoso, B. S., Wiharso, G., & Fabrianto, L. (2021). E-Commerce: the Importance Role of Customer Perceived Value in Increasing Online Repurchase Intention. Dinasti International Journal of Digital Business Management, 2(6), 955–962. https://doi.org/10.31933/dijdbm.v2i6.954

Riwayat, A. A. P., Susilawati, A. D., & Naqiah, Z. (2024). Purchasing Patterns Analysis in E-commerce: A Big Data-driven Approach and Methodological. International Journal Software Engineering and Computer Science (IJSECS), 4(1), 148–164. https://doi.org/10.35870/ijsecs.v4i1.2384

Rysbayeva, G., & Zhang, J. (2023). Sequence Recommendation based on Deep Learning. 14(2), 41–54.

ŞENYAPAR, 2024. (2024). A Comprehensive Analysis of Influencer Types in Digital Marketing. 8(15), 75–100. https://doi.org/10.29064/ijma.1417291

Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust. Sustainability (Switzerland), 14(10). https://doi.org/10.3390/su14105939

Tian, K., Xuan, W., Hao, L., & Wei, W. (2022). Exploring youth consumer behavior in the context of mobile short video advertising using an extended stimulus – organization – response model. September, 1–12. https://doi.org/10.3389/fpsyg.2022.933542

Tran, K. V., & Uehara, T. (2022). The influence of key opinion leaders on consumers ’ purchasing intention regarding green fashion products. 2010.

Wan Nawang, W. R., Anwar, I. F., Mursidi, A., Najib, N. M., & Mamat, R. A. R. (2025). Shopping on a Social Planet: the Mediating Role of Trust. Market-Trziste, 37(1), 9–32. https://doi.org/10.22598/mt/2025.37.1.9

Wu, Y., & Huang, H. (2023). Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust. Sustainability (Switzerland), 15(5). https://doi.org/10.3390/su15054432

Yilmaz, B. (2023). Factors Influencing Consumers ’ Behaviour towards Purchasing Organic Foods : A Theoretical Model.