The Role of Artificial Intelligence Recommendation Systems in Shaping Impulse Buying Behavior Among TikTok Shop Users in Indonesia

Abstract

The development of Artificial Intelligence (AI)-based social commerce has transformed digital consumer behavior, particularly on TikTok Shop, which integrates entertainment, personalization algorithms, and shopping transactions within a single platform. This study aims to analyze the role of AI recommendation systems in shaping impulse buying behavior among TikTok Shop users in Indonesia. The research employed a qualitative approach using phenomenological methods to explore users’ subjective experiences regarding the influence of TikTok Shop algorithms on digital consumption activities. Informants were selected through purposive sampling, focusing on active TikTok Shop users who had experienced impulsive purchasing behavior. Data were collected through in-depth interviews, digital observations, and documentation, and analyzed using thematic analysis techniques. The findings reveal that TikTok Shop’s AI recommendation system significantly influences impulse buying behavior through content personalization, repeated product exposure, short-form videos, live streaming, and the reinforcement of Fear of Missing Out (FOMO). Most informants admitted making spontaneous purchases after receiving product recommendations aligned with their preferences and digital activities. The study also found that users generally lack awareness of how AI algorithms indirectly shape their purchasing decisions. This research contributes to the development of digital consumer behavior and social commerce studies by demonstrating that AI recommendation systems function not only as personalization technology but also as persuasive mechanisms shaping digital consumption behavior.