The Impact of AI-Driven Personalization and Influencer Credibility on Purchase Intention through Consumer Trust as a Mediator

This dataset accompanies the study entitled "The Impact of AI-Driven Personalization and Influencer Credibility on Purchase Intention through Consumer Trust as a Mediator." The research examines the effects of AI-driven personalization and influencer credibility on consumers' purchase intention, with consumer trust serving as a mediating variable, in the context of TikTok users in Indonesia. Data were collected through an online questionnaire from 200 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The dataset includes anonymized responses to measurement items related to AI-driven personalization, influencer credibility, consumer trust, and purchase intention. This open dataset is intended to support research transparency, replication, and future studies in the fields of digital marketing, social commerce, artificial intelligence, and consumer behavior.