Kosmetik Berwarna dengan Kecerdasan Buatan (AI) terhadap Intensi E-WOM di Kalangan Influencer Media Sosial Jakarta
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Abstract
Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi penggunaan AI color cosmetics dan dampaknya terhadap perilaku konsumen. Hasil penelitian menunjukkan bahwa body esteem tidak memiliki pengaruh negatif terhadap penggunaan AI color cosmetics, sedangkan price sensitivity memiliki pengaruh positif. Social media addiction tidak memengaruhi penggunaan AI color cosmetics secara positif. Selain itu, penggunaan AI color cosmetics berpengaruh positif terhadap actual purchase namun tidak berpengaruh positif terhadap niat e-WOM (electronic word-of-mouth). Sebaliknya, actual purchase memiliki pengaruh positif terhadap niat e-WOM. Temuan ini memberikan wawasan baru tentang faktor-faktor yang memengaruhi keputusan konsumen dalam menggunakan teknologi AI color cosmetics dan implikasinya terhadap perilaku pembelian dan komunikasi digital.
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