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All Journal Jurnal Manajemen Strategi dan Aplikasi Bisnis
Edy Yulianto Putra
Management Department, Faculty of Business and Management, Universitas International Batam, Batam, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Exploring How Anthropomorphic Voices Shape Brand Loyalty Today Renny Christiarini; Jocky Gautama; Edy Yulianto Putra
Jurnal Manajemen Strategi dan Aplikasi Bisnis Vol. 8 No. 2 (2025)
Publisher : Lembaga Pengembangan Manajemen dan Publikasi Imperium

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36407/jmsab.v8i2.1773

Abstract

This study explores the impact of human-like brand voices on customer loyalty, focusing on how brand trust and affection act as connecting factors, while also considering how worries about privacy can alter the effects in voice assistant interactions. Drawing from surveys of 353 young adults specifically Gen Z and millennials in Indonesia, the results show that viewing a voice assistant as more human-like boosts both trust in the brand and deeper emotional bonds, which in turn strengthen overall loyalty. On top of that, concerns over privacy tend to lessen the positive connection between this human-like perception and trust, highlighting the importance of creating voice assistants that blend relatable human traits with solid privacy protections. Overall, these findings help broaden our understanding of how consumers connect with brands through AI-driven exchanges.
Co-Authors Jocky Gautama Renny Christiarini