THE INFLUENCE OF AI-POWERED FASHION TOOLS ON CONSUMER SATISFACTION

• Main Author: Raia Wigiatabina, Aura
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/86103
• Institution: Institut Teknologi Bandung

In the rapidly evolving digital era, artificial intelligence (AI) has become a pivotal force in the fashion industry, fundamentally transforming how consumers interact, make decisions, and shop. This research investigates the impact of AI-powered fashion tools on consumer experiences, with a focus on key areas such as satisfaction, perceived privacy risks, media appeal, and customer loyalty. The study employs a quantitative methodology, collecting data through structured surveys administered to 120 respondents who regularly engage with AI tools in their fashion shopping practices. The data was rigorously analyzed using Structural Equation Modeling (SEM) to validate the proposed hypotheses and to uncover the underlying relationships between the variables. The findings reveal that AI-powered fashion tools significantly enhance consumer satisfaction, primarily driven by the factors of customer loyalty and media appeal. Additionally, the study highlights that perceived privacy risks exert a substantial influence on satisfaction levels, underscoring the critical importance of robust data security measures in the deployment of AI technologies. This research offers valuable insights into the role of AI in shaping and elevating consumer satisfaction and loyalty within the fashion industry, while also emphasizing the necessity for transparency and stringent data protection to sustain and build consumer trust in AI-driven innovations.