ANTHROPOMORPHIC AI AND ADVERTISING APPEAL INCREASING EXPLORATION OF PURCHASE INTENTION IN MEDIATION CONSUMER PREFERENCE
Keywords:
Anthropomorphic AI, Advertising Appeal, Exploration of Purchase Intention, Consumer Preference.
Abstract
Making a product as top of mind in consumers' minds was a long process that involves various things, including currently many companies were using artificial intelligence programs to support the process of introducing products to consumers. This research involved 172 consumers whom stay in Tasikmalaya City and used quantitative data with the PLS-SEM analysis tool as the data analysis tool used. The research results reveal that humanistic artificial intelligence has no effect on increasing exploration of purchasing interest which was mediated by consumer preferences. Furthermore, the advertising approach has an effect on increasing exploration of purchasing interest which was mediated by consumer preferences. Together, humanistic artificial intelligence and an advertising approach have an effect on increasing the exploration of purchasing interests mediated by consumer preferences.
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Anisimova, T. (2016). Integrating Multiple Factors Affecting Consumer Behavior Toward Organic Foods: The Role of Healthism, Hedonism, and Trust in Consumer Purchase Intentions of Organic Foods. Journal of Food Products Marketing, 22(7), 809–823. https://doi.org/10.1080/10454446.2015.1121429
Beyer, J., & Ortiz, R. (2021). How Explaining the Nature and Benefits of Organic Food in Advertising for Processed Products May Increase Purchase Intent. Journal of Food Products Marketing, 27(2), 57–71. https://doi.org/10.1080/10454446.2021.1888366
Ghozali, I. (2019). Structural Equation Modeling (SEM) Berbasis Varian (Issue september 2016). PT Inkubator Penulis Indonesia.
Hair, J. F., Babin, B. J., & Krey, N. (2017). Covariance-Based Structural Equation Modeling in the Journal of Advertising: Review and Recommendations. Journal of Advertising, 46(3), 454. https://doi.org/10.1080/00913367.2017.1329496
Han, M. C. (2021). The Impact of Anthropomorphism on Consumers’ Purchase Decision in Chatbot Commerce. Journal of Internet Commerce, 20(1), 46–65. https://doi.org/10.1080/15332861.2020.1863022
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management and Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382
Ho, H. C., Chiu, C. L., Jiang, D., Shen, J., & Xu, H. (2019). Influence of Language of Packaging Labels on Consumers’ Buying Preferences. Journal of Food Products Marketing, 25(4), 435–461. https://doi.org/10.1080/10454446.2019.1572562
Hu, Y., & Sun, Y. (2023). Understanding the joint effects of internal and external anthropomorphic cues of intelligent customer service bot on user satisfaction. Data and Information Management, 7(3), 100047. https://doi.org/10.1016/j.dim.2023.100047
Junaedi, D., Lathifa, A. N., Fitriyah, A., Fadilah, D. N., & Mardatillah, F. (2024). Peran Media Sosial Dalam Meningkatkan Preferensi Konsumen Mie Samyu Di Daerah Pakuniran Kabupaten Probolinggo. New Economy : Jurnal Ekonomi Akuntansi, Manajemen, Bisnis, x, 1–7.
Kataike, J., Kulaba, J., Mugenyi, A. R., De Steur, H., & Gellynck, X. (2019). Would you purchase milk from a milk ATM? Consumers’ attitude as a key determinant of preference and purchase intention in uganda. Agrekon, 58(2), 200–215. https://doi.org/10.1080/03031853.2019.1589543
Kotler, P., & Keller, K. lane. (2016). Marketing Management (Global).
Laksmidewi, & Soelasih. (2016). Antropomorfisme Konsumen Pada Alam Dan Pengaruhnya Pada Sikap Terhadap Program Green Cause-Related Marketing. MIX: Jurnal Ilmiah Manajemen, VI(1), 1–13.
Mafael, A., Raithel, S., Taylor, C. R., & Stewart, D. W. (2021). Measuring the Role of Uniqueness and Consistency to Develop Effective Advertising. Journal of Advertising, 50(4), 494–504. https://doi.org/10.1080/00913367.2021.1883488
Martin, B. A. S., Jin, H. S., Wang, D., Nguyen, H., Zhan, K., & Wang, Y. X. (2020). The influence of consumer anthropomorphism on attitudes towards artificial intelligence trip advisors. Journal of Hospitality and Tourism Management, 44(May), 108–111. https://doi.org/10.1016/j.jhtm.2020.06.004
Mohd Suki, N. (2018). Determinants of Consumers’ Purchase Intentions of Organic Vegetables: Some Insights from Malaysia. Journal of Food Products Marketing, 24(4), 392–412. https://doi.org/10.1080/10454446.2017.1280717
Mugera, A., Burton, M., & Downsborough, E. (2017). Consumer Preference and Willingness to Pay for a Local Label Attribute in Western Australian Fresh and Processed Food Products. Journal of Food Products Marketing, 23(4), 452–472. https://doi.org/10.1080/10454446.2015.1048019
Nisa, N. K. (2015). Strategi Kreatif Iklan Layanan Masyarakat (ILM) Dalam Pemasaran Sosial. Jurnal Interaksi, 4(2), 158–164.
Nurunnisha, G. A., Dalimunthe, G. P., & Bestari, D. K. P. (2023). Analisis Nilai Iklan Pada Instagram Stories Dan Efeknya Terhadap Sikap Perempuan Milenial. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 61–78. https://doi.org/10.31955/mea.v7i3.3285
Patrizi, M., Šerić, M., & Vernuccio, M. (2024). Hey Google, I trust you! The consequences of brand anthropomorphism in voice-based artificial intelligence contexts. Journal of Retailing and Consumer Services, 77(December 2023). https://doi.org/10.1016/j.jretconser.2023.103659
Rodgers, W., Yeung, F., Odindo, C., & Degbey, W. Y. (2021). Artificial intelligence-driven music biometrics influencing customers’ retail buying behavior. Journal of Business Research, 126(December 2020), 401–414. https://doi.org/10.1016/j.jbusres.2020.12.039
Shavira, P. A. (2020). Antropomorfisme Brand: Kampanye DIgital Pencegahan Covid-19 Oleh Traveloka. Jurnal Ilmu Komunikasi, 10(2), 125–140. http://jurnalfdk.uinsby.ac.id/index.php/JIK
Suratno, S., Denmar, D., & Hepy, H. (2021). Pengaruh Daya Tarik Iklan Televisi, Literasi Ekonomi, Dan Kontrol Diri Terhadap Pembelian Impilsif (Jurnal STUDI). 2(4), 501–515.
Syam, S. A., Ilham, M., Haeruddin, W., Ruma, Z., Musa, I., & Hasbiah, S. (2022). PENGARUH PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA MARKETPLACE. 18(2), 73–79.
Uzir, M. U. H., Bukari, Z., Al Halbusi, H., Lim, R., Wahab, S. N., Rasul, T., Thurasamy, R., Jerin, I., Chowdhury, M. R. K., Tarofder, A. K., Yaakop, A. Y., Hamid, A. B. A., Haque, A., Rauf, A., & Eneizan, B. (2023). Applied artificial intelligence: Acceptance-intention-purchase and satisfaction on smartwatch usage in a Ghanaian context. Heliyon, 9(8), 1–24. https://doi.org/10.1016/j.heliyon.2023.e18666
Vaid, S., Puntoni, S., & Khodr, A. (2023). Artificial intelligence and empirical consumer research : A topic modeling analysis. Journal of Business Research, 166(114110), 1–17. https://doi.org/10.1016/j.jbusres.2023.114110
Wei, Y., Rickard, M., & Brown, C. (2015). Effects of Consumer Weight Level and Advertising Appeals on Consumer Attitude Toward Food and Advertisements. Journal of Food Products Marketing, 21(4), 426–441. https://doi.org/10.1080/10454446.2013.856056
Wijaya, H., & Saputra, S. (2024). Analisis Pengaruh Digital Marketing Terhadap. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 8(1), 1946–1966.
Zhang, M., Zhang, Z., Chen, J., Cirella, G. T., & Xie, Y. (2024). Understanding and Mitigating the Purchase Intention of Medicines Containing Saiga Antelope Horn among Chinese Residents: An Analysis of Influencing Factors. Diversity, 16(1). https://doi.org/10.3390/d16010049
Published
2025-04-10
How to Cite
Firmansyah, H., & Yuni, N. (2025). ANTHROPOMORPHIC AI AND ADVERTISING APPEAL INCREASING EXPLORATION OF PURCHASE INTENTION IN MEDIATION CONSUMER PREFERENCE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 2071-2083. https://doi.org/10.31955/mea.v9i1.5266
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