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All Journal Jurnal Multidisiplin Madani (MUDIMA)
Muthia Azhari Boyoh
Universitas Triatma Mulya
Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Effect of Artificial Intelligence Use, Influencer Credibility, and Pricing Strategy on Fore Coffee’s Brand Attractiveness Among Generation Z in Indonesia Muthia Azhari Boyoh; Luh Komang Candra Dewi; Herindiyah Kartika Yuni
Jurnal Multidisiplin Madani Vol. 6 No. 8 (2026): August 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/mudima.v6i8.115

Abstract

This study aims to examine the influence of Artificial Intelligence (AI), influencer credibility, and pricing strategy on Fore Coffee’s Brand Attractiveness among Generation Z in Indonesia. The study employed a quantitative approach involving 100 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that the use of AI does not have a significant effect on Fore Coffee’s Brand Attractiveness. In contrast, influencer credibility and pricing strategy have a positive and significant effect on Brand Attractiveness. Simultaneously, all three variables significantly influence Brand Attractiveness. These findings suggest that Generation Z perceives digital technology as a standard service feature, making AI not yet a primary factor in enhancing brand attractiveness. Therefore, Fore Coffee is advised to continue optimizing AI to support customer experience while strengthening influencer marketing strategies and value-based pricing to enhance brand attractiveness
Co-Authors L.K. Herindiyah Kartika Yuni Luh Komang Candra Dewi