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p-Index From 2021 - 2026
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All Journal Journal of Applied Business, Taxation and Economics Reseach
Aiska Vairana
Faculty of Economics and Business, Muhammadiyah University of Palopo
Economics, Econometrics & Finance

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The Role of Artificial Intelligence, Virtual Influencers, and Chat Bots In Improving Generation Z Customer Experience on Social Media Platforms Aiska Vairana; Ramad Solling Hamid; I Ketut Patra
Journal of Applied Business, Taxation and Economics Research Vol. 5 No. 6 (2026): August 2026
Publisher : PT. EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/jabter.v5i6.624

Abstract

This study aims to analyze the influence of Artificial Intelligence, virtual influencers, and chat bots on Generation Z customer experience on social media platforms. The research approach used is quantitative with a survey method. Data were collected through online questionnaires distributed to 130 Generation Z respondents in Palopo City and analyzed using multiple linear regression with the help of SPSS version 22. The results of the study indicate that Artificial Intelligence, virtual influencers, and chat bots have a positive and significant effect on customer experience, both partially and simultaneously. Artificial Intelligence and chat bots have a more dominant influence than virtual influencers. These findings indicate that the integration of digital technology plays an important role in creating a personalized, interactive, and efficient customer experience for Generation Z. This study is expected to provide academic contributions in the development of digital marketing studies and become a practical reference for companies in designing technology-based marketing strategies on social media.
Co-Authors I Ketut Patra Ramad Solling Hamid