THEINFLUENCEOFAI-POWEREDFASHIONTOOLSON CONSUMERSATISFACTION FINALPROJECT ByAuraRaiaWigiatabina 19021002 UndergraduateProgram SchoolofBusinessandManagement InstitutTeknologiBandung THEINFLUENCEOFAI-POWEREDFASHIONTOOLSON CONSUMERSATISFACTION AuraRaiaWigiatabina 19021002 UndergraduateProgramSchoolofBusinessandManagement InstitutTeknologiBandung,2024 Supervisor:RafiNdariArdianto ABSTRACT Intherapidlyevolvingdigitalera,artificialintelligence(AI)hasbecomeapivotalforceinthefashion industry,fundamentallytransforminghowconsumersinteract,makedecisions,andshop.Thisresearch investigatestheimpactofAI-poweredfashiontoolsonconsumerexperiences,withafocusonkeyareas suchassatisfaction,perceivedprivacyrisks,mediaappeal,andcustomerloyalty.Thestudyemploysa quantitativemethodology,collectingdatathroughstructuredsurveysadministeredto120respondents whoregularlyengagewithAItoolsintheirfashionshoppingpractices.Thedatawasrigorouslyanalyzed usingStructuralEquationModeling(SEM)tovalidatetheproposedhypothesesandtouncoverthe underlyingrelationshipsbetweenthevariables.ThefindingsrevealthatAI-poweredfashiontools significantlyenhanceconsumersatisfaction,primarilydrivenbythefactorsofcustomerloyaltyand mediaappeal.Additionally,thestudyhighlightsthatperceivedprivacyrisksexertasubstantialinfluence onsatisfactionlevels,underscoringthecriticalimportanceofrobustdatasecuritymeasuresinthe deploymentofAItechnologies.ThisresearchoffersvaluableinsightsintotheroleofAIinshapingand elevatingconsumersatisfactionandloyaltywithinthefashionindustry,whilealsoemphasizingthe necessityfortransparencyandstringentdataprotectiontosustainandbuildconsumertrustinAI-driven innovations. Keywords:ArtificialIntelligence,FashionIndustry,ConsumerSatisfaction,ConsumerLoyalty,Privacy Risk 1 PengaruhAlatFashionBerbasisAIterhadapKepuasanKonsumen AuraRaiaWigiatabina 19021002 ProgramSarjanaSekolahBisnisdanManajemen InstitutTeknologiBandung,2024 Supervisor:RafiNdariArdianto ABSTRAK Dalameradigitalyangberkembangpesat,ArtificialIntelligence(AI)telahmenjadikekuatanpenting dalamindustrifashion,secarafundamentalmengubahcarakonsumenberinteraksi,membuatkeputusan, danberbelanja.PenelitianinimenyelidikidampakalatfashionberbasisAIterhadappengalaman konsumen,denganfokuspadaareakuncisepertikepuasan,risikoprivasiyangdirasakan,dayatarik media,danloyalitaspelanggan.Studiinimenggunakanmetodologikuantitatif,mengumpulkandata melaluisurveiterstrukturyangdiberikankepada120respondenyangsecararutinmenggunakanalatAI dalampraktikbelanjafashionmereka.DatadianalisissecaraketatmenggunakanStructuralEquation Modeling(SEM)untukmemvalidasihipotesisyangdiajukandanmengungkaphubunganmendasarantara variabel-variabeltersebut.HasilpenelitianmenunjukkanbahwaalatfashionberbasisAIsecarasignifikan meningkatkankepuasankonsumen,yangterutamadidorongolehfaktorloyalitaspelanggandandayatarik media.Selainitu,studiinimenyorotibahwarisikoprivasiyangdirasakanmemilikipengaruhbesar terhadaptingkatkepuasan,menegaskanpentingnyalangkah-langkahkeamanandatayangkuatdalam penerapanteknologiAI.PenelitianinimemberikanwawasanberhargatentangperanAIdalam membentukdanmeningkatkankepuasansertaloyalitaskonsumendiindustrifashion,sekaligus menekankankebutuhanakantransparansidanperlindungandatayangketatuntukmenjagadan membangunkepercayaankonsumenterhadapinovasiberbasisAI. KataKunci:ArtificialIntelligence,IndustriFashion,KepuasanKonsumen,LoyalitasKonsumen, PrivacyRisk 2 APPROVALPAGE THEINFLUENCEOFAI-POWEREDFASHIONTOOLSON CONSUMERSATISFACTION By AuraRaiaWigiatabina 19021002 AFinalProjectinPartialFulfillment OftheRequirementfortheDegreeofBachelorofManagement UndergraduateProgramofManagementStudy SchoolofBusinessandManagement InstitutTeknologiBandung August23,2024 ApprovedBy RafiNdariArdianto 3.