AI-DRIVEN PERSONALIZATION PADA CUSTOMER ENGAGEMENT: STUDI PADA SOCIAL COMMERCE TIKTOK DI PONOROGO

This study aims to determine the influence of AI-driven personalization, comprising content personalization, product recommendation personalization, and interaction personalization, on customer engagement among TikTok users, specifically Gen Z in Ponorogo. The study is motivated by the increasing use of artificial intelligence technology in digital marketing strategies that focus on personalizing the user experience. A quantitative approach with a questionnaire survey was employed. Data were collected by distributing questionnaires to 150 respondents who are Gen Z users of the TikTok platform in Ponorogo. The data analysis technique used was multiple linear regression via the SPSS software. The results indicate that content personalization, product recommendation personalization, and interaction personalization each have a positive and significant partial effect on customer engagement. Among the variables, content personalization has the most dominant influence compared with the others. Based on these results, it can be concluded that AI-driven personalization on TikTok plays a crucial role in enhancing customer engagement, especially through content personalization that aligns with users’ preferences.