Artificial Intelligence Adoption and Consumer Purchase Decision in the Digital EconomyArtificial Intelligence Adoption and Consumer Purchase Decision in the Digital Economy
DOI:
https://doi.org/10.62872/b3nhay59Keywords:
artificial intelligence, AI adoption, consumer purchase decision, digital economy, consumer trustAbstract
The rapid diffusion of artificial intelligence (AI) across e-commerce, social commerce, and digital marketing platforms has fundamentally reshaped how consumers search, evaluate, and decide to purchase products and services online. This study examines the relationship between AI adoption and consumer purchase decisions within the digital economy by synthesizing findings from twenty-five recent scholarly works published between 2023 and 2026. Using a systematic literature review and conceptual-analytical approach, the study integrates the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT2) with the Stimulus-Organism-Response (S-O-R) framework to propose an integrative conceptual model in which consumer trust and customer experience mediate the relationship between AI adoption antecedents (personalization, perceived usefulness, credibility, and conversational-agent interaction) and purchase decisions, moderated by the broader digital economy context. The review finds converging evidence that AI-enabled personalization, recommendation systems, and chatbots significantly and positively influence purchase intention and decision, primarily through enhanced trust, convenience, and customer experience, although effects vary by generational cohort, sector, and cultural context, and are constrained by privacy and ethical concerns. The study contributes a synthesized, up-to-date conceptual model and identifies avenues for future empirical validation, particularly in emerging digital economies such as Indonesia.
Downloads
References
Abraham, M., Verteramo Chiu, L., Joshi, E., Ali Ilahi, M., & Pingali, P. (2022). Aggregation models and small farm commercialization – A scoping review of the global literature. Food Policy, 110, 102299. https://doi.org/10.1016/j.foodpol.2022.102299
Alfirdaus, L., Manalu, S., Ardianto, H., & Kushandajani. (2021). Community cooperative as self-empowerment: Smallholders palm oil farmers in Kotawaringin Barat, Central Kalimantan, Indonesia. Proceedings of the 5th International Conference on Indonesian Social and Political Enquiries (ICISPE 2020). https://doi.org/10.4108/eai.9-10-2020.2304763
Alfirdaus, L., Manalu, S., Ardianto, H. T., & Kushandajani. (2022). Self-empowered palm oil small-holder farmers: The case of Tani Subur Cooperative, Kotawaringin Barat, Indonesia. Politika: Jurnal Ilmu Politik, 13(1), 119–130. https://doi.org/10.14710/politika.13.1.2022.119-130
Anas, K., Naping, H., Salman, D., & Tenriawaru, A. N. (2025). Differences in assets, strategies, and livelihood outcomes among oil palm smallholder typologies in West Sulawesi, Indonesia. Sustainability, 17(13), 6064. https://doi.org/10.3390/su17136064
Effendi, R., Deny, M., Kurniawan, C. E. M., & Handoko, I. (2025). Policy analysis of the establishment of the Koperasi Desa Merah Putih. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3). https://doi.org/10.31004/riggs.v4i3.2597
Grashuis, J. (2025). Determinants of collective action by farm producers: A meta-analysis of the likelihood of co-operative membership. Journal of Rural Studies. https://doi.org/10.1016/j.jrurstud.2025.103639
Gunanti, R., Fatah, Z., Haryati, E., & Dwijosusilo, K. (2026). Implementation of the Merah Putih Cooperative Policy to improve community economy in East Kotawaringin Regency. International Journal of Social Science and Humanity, 3(1). https://doi.org/10.62951/ijss.v3i1.687
Hartono, N. R., Wahyuni, E. D., & Indriani, N. V. (2025). Village community perceptions of the economic impact of the Merah Putih Cooperative. Journal of Scientific Research, Education, and Technology (JSRET), 4(4). https://doi.org/10.58526/jsret.v4i4.908
Hatmaja, D., Andri, S., Heriyanto, M., & Mayarni. (2024). Pricing of fresh fruit bunches (FFB) from oil palm in Riau Province, Indonesia: Developing a collaborative governance model for sustainable agriculture. International Journal of Religion, 5(2). https://doi.org/10.61707/p51yna78
Hatmaja, D., Andri, S., Heriyanto, M., Mayami, & Safitri, S. (2024). Dynamics of collaborative governance of actors in palm oil fresh fruit bunch price setting. E3S Web of Conferences, 506, 03002. https://doi.org/10.1051/e3sconf/202450603002
Jelsma, I., Turinah, Gay, F., Ollivier, J., & Rapidel, B. (2024). Collective action, replanting and resilience; Key lessons from 40 years of smallholder oil palm cultivation in the Ophir plantation, Indonesia. Agricultural Systems, 213, 103801. https://doi.org/10.1016/j.agsy.2023.103801
Judijanto, L. (2026a). Beyond compliance: Synergistic corporate–cooperative partnerships for equitable welfare of oil palm smallholders. Multitech Journal of Science and Technology, 3(3). https://doi.org/10.59890/mjst.v3i3.186
Judijanto, L. (2026b). From competition to co-opetition: Building synergy between Village-Owned Enterprises (BUMDes) and Koperasi Desa Merah Putih (KDMP) for holistic rural welfare in Indonesia. Global Journal of Economic and Finance Research, 3(5). https://doi.org/10.55677/gjefr/05-2026-vol03e5
Kannan, P. (2023). Digital monitoring and reporting system of oil palm fresh fruit bunch (FFB) transactions: A case study among sustainable oil palm grower cooperative in Peninsular Malaysia. Oil Palm Industry Economic Journal. https://doi.org/10.21894/opiej.2023.05
Li, T. M. (2024). Securing oil palm smallholder livelihoods without more deforestation in Indonesia. Nature Sustainability, 7, 387–393. https://doi.org/10.1038/s41893-024-01279-w
Rahayu, N., Nugroho, A., & Yusuf, R. (2022). Exclusion of smallholders in the Indonesia palm oil industry. KnE Social Sciences, 7(9). https://doi.org/10.18502/kss.v7i9.11010
Renner, S., Ruml, A., Lakemann, T., Nuryartono, N., Tjoa, A., Corre, M. D., & Lay, J. (2024). Smallholder RSPO certification, economic benefits and agrochemical use. Environmental Research Letters, 19(11), 114093. https://doi.org/10.1088/1748-9326/ad8367
Ruml, A., Chrisendo, D., Iddrisu, A., Karakara, A. A.-W., Nuryartono, N., Osabuohien, E. S., & Lay, J. (2022). Smallholders in agro-industrial production: Lessons for rural development from a comparative analysis of Ghana's and Indonesia's oil palm sectors. Land Use Policy, 119, 106196. https://doi.org/10.1016/j.landusepol.2022.106196
Sarkum, S., & Harahap, A. (2025). Supply chain of fresh fruit bunches from independent oil palm farmers. International Journal of Science and Environment (IJSE), 5(1). https://doi.org/10.51601/ijse.v5i1.146
Syafrizal, R., & Rusmewahni. (2026). Peran Koperasi Desa Kelurahan Merah Putih sebagai penggerak ekonomi berkelanjutan berbasis kearifan lokal. Management And Business Progress, 5(1). https://doi.org/10.70021/mbp.v5i1.323
Wang, J., Huo, Y., Guo, X., & Xu, Y. (2022). The pricing strategy of the agricultural product supply chain with farmer cooperatives as the core enterprise. Agriculture, 12(5), 732. https://doi.org/10.3390/agriculture12050732
Witara, K. (2026). Pendampingan penyusunan rencana bisnis Koperasi Desa Kelurahan (KDKMP) Merah Putih sebagai pilar ekonomi kerakyatan di Kota Denpasar. Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia, 5(1). https://doi.org/10.58192/karunia.v5i1.4218
Witjaksono, J., Yaumidin, U., Djaenudin, D., Astana, S., Harianja, A., Fery, S., Hasibuan, A. M., Khotimah, H., Hidayatina, A., Rusdin, Bungati, Imran, Rusdi, R., & Purba, R. (2023). The assessment of fresh fruit bunches supply chain of palm oil independent smallholder farmers in Southeast Sulawesi. Uncertain Supply Chain Management, 11(4). https://doi.org/10.5267/j.uscm.2023.5.004
Yanita, M., Hamid, E., Alamsyah, Z., Napitupulu, D., Fauzia, G., Herlambang, N., & Effran, E. (2024). The oil palm smallholders corporation model based on local specifications in Jambi Province toward sustainability. IOP Conference Series: Earth and Environmental Science, 1364, 012005. https://doi.org/10.1088/1755-1315/1364/1/012005
Yanita, M., Wahyuni, I., Fauzia, G., Rahmah, K., Siadari, U., Kurniasih, S., Tanaka, M., & Mukhlis. (2026). Assessing the marketing efficiency of fresh fruit bunch (FFB) of oil palm by independent smallholders. Jurnal Penelitian Pendidikan IPA, 12(5). https://doi.org/10.29303/jppipa.v12i5.14951
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Gusti Marliani (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
