The rapid development of digital technology has driven Indonesian e-commerce companies to adopt AI-based marketing personalization to enhance product recommendations and consumer experiences. However, this advancement raises significant challenges regarding data management transparency and consumer privacy concerns. This study aims to analyze the influence of AI-based marketing personalization and data management transparency on consumer loyalty, as well as examine the moderating role of privacy concerns among e-commerce users in Indonesia. A quantitative approach is employed using an online survey distributed to e-commerce consumers in Central Java Province. The research investigates the effects of AI-based marketing personalization and data transparency as independent variables, consumer loyalty as the dependent variable, and privacy concerns as a moderating variable. Data are analyzed using multiple linear regression to assess both direct and moderating effects among the variables. The findings are expected to contribute to the development of effective and ethical digital marketing strategies, while also supporting the implementation of data protection regulations in Indonesia by highlighting the importance of balancing technological innovation with consumer trust.
Zainurrahman et al. (Tue,) studied this question.