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All Journal Jurnal Manajemen Kompeten Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Riset Akuntansi dan Manajemen Malahayati (JRAMM) GEMA : Jurnal Gentiaras Manajemen dan Akuntansi International Journal of Management Science and Information Technology (IJMSIT) International Journal of Economics and Management Research Journal of Artificial Intelligence and Digital Business West Science Interdisciplinary Studies Jurnal Ilmiah ESAI International Journal of Management, Economic and Accounting Maneggio INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE)
Lestari Wuryanti
Fakultas Ekonomi Universitas Malahayati
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Public Health Social Sciences

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Physical Humanlikeness as A Moderator of The Relationship Between AI Influencer Marketing and Purchase Intention Rahyono Rahyono; Ayu Nursari; Lestari Wuryanti; Reza Hardian Pratama
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.7072

Abstract

The purpose of this study is to examine the role of AI influencers in enhancing social media user experience, strengthened by physical human likeness as a moderating variable to reinforce the purchasing experience. This study employs a quantitative method with a sample of 250 respondents who have experience in purchasing through artificial intelligence. The data analysis technique used is SEM-PLS, conducted using SmartPLS 4.0. Artificial intelligence improves customer interaction and engagement, which in turn increases purchase intention. Additionally, Companies should integrate human-like elements into AI services, such as more empathetic communication styles, personalized responses, and the ability to capture customers’ emotional context. This approach enhances customer engagement and experience, ultimately increasing purchase intention. This study extends the literature in AI marketing by demonstrating that the success of AI is not solely dependent on technological advancement, but also on its ability to create interaction experiences that resemble human interactions.
Co-Authors Ade Suhara Alansori, Apip Anita Arnes Yuli Vandika Aulia Sisca Ayyumi Khusnul Khotimah Dicky Zuliansyah Erna Listyaningsih Erna Listyaninsih Euis Mufahamah Firayani Fitria Marisya Friska Tri Wulandari Harold Kevin Alfredo Hatidah Hatidah Hiro Sejati Iing Lukman Iis Yani Indah Lia Puspita Irvan Baskara Maya Novita Sari Muhammad Iqbal Muhammad Irfan Pratama Muhammad Luthfi Muhammad Muhammad Nanny Mayasari Nyimas Dinda Salsyabilla Olyvia Rosalia Pratama, Reza Hardian R.A Rodia Fitri Indriani Rahyono Rahyono ratna sari resa selfana Safira Azzahra Sella Agustin Septi Wahyuni Serly Setiyani Wulan Septio Vani