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All Journal Optimum : Jurnal Ekonomi dan Pembangunan Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship Community Empowerment Journal of Management and Entrepreneurship Research Borobudur Management Review Urecol Journal. Part B: Economics and Business
Luk Luk Atul Hidayati
Universitas Muhammadiyah Magelang, Indonesia
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health Social Sciences

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Making Credibility Visible: How AI Influencer Credibility Builds Engagement, Loyalty, and Purchase Intention Budi Setyanta; Mohamad Najmudin; Rakotoarisoa Maminirina Fenitra; Didik Setyawan; Luk Luk Atul Hidayati
Journal of Management and Entrepreneurship Research Vol. 7 No. 1 (2026)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2026.3.07.1-95

Abstract

Objective: This study examines how credibility attributed to AI-fronted influencers relates to consumer engagement, brand loyalty, and purchase intention in Indonesia's social-commerce setting. The goal is to analyse whether credibility moves intention directly or works mainly through relationship states. Research Design & Methods: A cross-sectional survey of Indonesian social-media users who recently encountered AI-influencer content was analyzed with PLS-SEM. Measurement quality met recommended thresholds, and predictive checks indicated practical, varied, out-of-sample relevance. Findings: Credibility strongly relates to consumer engagement. The direct credibility–intention link is not supported. Intention is explained indirectly—first via engagement and then via loyalty. Engagement positively associates with intention and loyalty; loyalty stands close to intention as the next step in choice. Implications & Recommendations: These findings extend Source Credibility Theory to AI influencers and streams by showing credibility drives purchase intention through engagement and loyalty. Brands should demonstrate expertise, keep a consistent tone, disclose AI or paid endorsement clearly, and show social proof early to spark interaction and return visits. Transparent disclosure supports informed choice and trust. Future research should test fit based moderated mediation with experiments or longitudinal data and AI human comparisons. Contribution & Value Added: The study integrates credibility, engagement, loyalty, and intention in one explanatory chain for an emerging market. It distinguishes a weak direct route from meaningful indirect routes and offers a practical blueprint for moving from attention to durable outcomes in AI-fronted campaigns.
Co-Authors Agung Setyabudi Alma Firriyal Rahman Brenabyan Lafaredo Rakharisto Budi Setyanta Dahli Suhaeli Diana Sri Kurniawati Didik Setyawan Erick Prafitra Aldiki Evi Ayu Anggraeni Firman Dwi Cahyo Friztina Anisa Khulub Tanwirul Laela Novianti Dewi Mafida Zaenati Marlina Kurnia Mohamad Najmudin Muhdiyanto Muhdiyanto Naufal Afiq Nur Aziz Naura Nazihah Padyan Farhaani Yadhaningrum Purwantini, Anissa Hakim Rakotoarisoa Maminirina Fenitra Septiana Isca Sari Tusiana Diyan Pratiwi Zulkarnain Fahmi Haris