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All Journal JURNAL ILMIAH PLATAX JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Jurnal Teknik Informatika JURNAL BERKALA ILMIAH EFISIENSI JURNAL LPPM BIDANG EKOSOSBUDKUM International Journal of Artificial Intelligence Research JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Neraca Manajemen, Akuntansi, dan Ekonomi
Ferdy Roring
Universitas Sam Ratulangi, Manado, Indonesia
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Library & Information Science

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AI Capabilities as Mediators in Marketing Innovation: A Cross-Cultural Study of Technology Features and User Engagement Among Generation Z in Indonesia and Hungary Roring, Ferdy; Nagy, Peter; Tumiwa, Johan Reineer; Nagy, Adrian; Paat, Franda Benedicta
Jurnal Ilmiah PLATAX Vol. 14 No. 1 (2026): ISSUE JANUARY-JUNE 2026
Publisher : Sam Ratulangi University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35800/jip.v14i1.66808

Abstract

This study investigates the mediating role of AI capabilities in the relationship between technology features and user engagement among Generation Z, with a cross-cultural focus on Indonesia and Hungary. The aim is to explore how cultural and technological contexts shape marketing innovation and user behavior. The research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA) to analyze survey data from 743 Generation Z respondents (415 in Indonesia and 328 in Hungary). The study examines direct and mediated relationships between technology features, AI capabilities, and user engagement, and tests cross-cultural differences. The results reveal that AI capabilities significantly mediate the effect of technology features on user engagement, with notable differences between the two countries. Indonesian Gen Z emphasizes the direct and mediated effects of technology features, leveraging immersive and interactive platforms, while Hungarian Gen Z prioritizes ethical and sustainability-driven AI solutions as key drivers of engagement.  The study is limited to Generation Z in two countries, and future research could expand the scope to include other generational cohorts and regions. Longitudinal studies and behavioral data could also enhance the understanding of evolving user engagement dynamics. The findings highlight the importance of integrating AI-driven personalization, interactivity, and predictive analytics into marketing strategies to enhance engagement. Businesses targeting Gen Z should tailor their approaches to specific cultural and technological contexts, leveraging immersive technologies in Indonesia and sustainability-focused AI in Hungary. This research underscores the potential of AI and technology features to shape ethical and sustainable consumption patterns among Generation Z, informing corporate social responsibility and digital marketing practices. The study provides a quantitative hierarchy of relationships between technology features, AI capabilities, and user engagement, validated across culturally diverse contexts. It offers actionable insights for businesses and contributes to the theoretical understanding of cross-cultural technology adoption and marketing innovation. Keywords: Generation Z, AI Capabilities, User Engagement, Technology Features, Cross-Cultural Analysis
Co-Authors Adolfina, . . Agatha Lombogia Agus S. Soegoto Agus Supandi Soegoto Agus Supandi Soegoto Ahmad Ziedan Minibari Alkatiri, Suhailah . Altje L. Tumbel Altje L. Tumbel Andriyanto Andriyanto Awa, Reinhard . Bernhard Tewal Bode Lumanauw Bogdadi, Faranisa Christovel Suwu Cimilivia Simange Daniel Kurniawan Djodjobo, Bilklif . Djurwati Soepeno Dumat, Faly Etam Farlane S. Rumokoy Frederik G. Worang, Frederik G. Ginsu, Frasisco F.G Gledis Claudia Kandati Goran Tokan, Alief Syahrizal Greis M Sendow Greis M. Sendow Greis Sendow, Greis Greissela Anggriani Sehangunaung Halimatu Sadiah, Sinta Wulandari Hana Yoflike Mokodompit Hendra Novie Tawas Herlina Efrilia Seke Hilarius Go’o Indrie Debbie Palandeng Ivonne S Saerang Ivonne S. Saerang James D. D. Massie James D. D. Massie James D. D. Massie, James D. D. James D.D. Massie James Dicky Dannie Massie Jane G. Poluan Jantje L. Sepang Johan Tumiwa Kalele, Amelia E. Kalengkongan, Regita Vanesa Juliana Karinda, Melanie V. A. Kasih Jenelina Pingkan Tamamekeng Kawatu, Jessika Margareth Kezia Sondakh Kindangen, Wulan Deisy Kojo, Christoffel . Koleangan, Rosalina M. Koroh, Grachia Trivosa Chrispengster Kumar, Marco C. Lampengan, Pricilia Langi, Chensy Cesya Lapian, Joyce. S.L.H.V. Lapian, S. L. H. Joyce Lisbeth Mananeke Lisvany E. Manurung Lontaan, Gabriela Jenifer Lucky Dotulong Lucky O.H. Dotulong Lumanauw, Bode . Maikell Marchall Maino, Glorya P. Mananeke, Lisbeth . Mandey, Silvyah L. Mangantar, Marjam . Maramis, Joubert B. Maramis, Joubert B. Mawey Z. Alfa, Mawey Z. Mike Sendow, Greis Mirah H.Rogi Moniharapon, Silcyljeova . Mumbunan, Marthin Thomas Nagy, Adrian Nagy, Peter Olivia Syanne Nelwan Paat, Franda Benedicta Pantilu, Dealisna . Paputungan, Putri Rizkia Paramulia, Olivia Christy Paransa, Rexi Pareraway, Angelia Steelyasinta Paulina Van Rate Permana Putra, Dean Piri, Prisly H. Pontoh, Marsella Engeline Putri Claudia Massie Rantung, Priccilya R. L. Rate, Paulina V. RENALDO MARCELLINO PELENGKAHU Revalda Milenia Tololiu Rita Taroreh Rompas, Wensy Frangky Israel Rumagit, Gaby I Rumondor, Prillyana Esther S. L. H. V Joyce Lapian S.L.H.V Joyce Lapian S.L.H.V. Joyce Lapian Seidy, Makarawung . Sengkey, Windri S. Silcyljeova Moniharapon Silcyljeova Moniharapon Silcyljeova Moniharapon Silvya L Mandey Silvya L. Mandey Silvya L. Mandey Silvya L. Mandey Sinurat, Elinawati S. M. Soebakir, Budi D. Sri Murni Stevani F. Taroreh Steven A. Pottu Sumual, Jacline Indirany Syavira Suci Supratman Taroreh, Gheany Andrea Tendean, Marsel R. Tilaar, Florida . Tindige, Putra F. Tombeng, Brigitte . Tompodung, Esther Tumbuan, Willem J. F. A. Victor P. K. Lengkong Walangare, Jasinta Livy Warouw, Rocki Waya Imanuela Zipora Purukan Wemben, Franasista Viana Willem J.F.A Tumbuan Wongkar, Inri M. Yosua Ronaldo Suwu