Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Bisnis dan Kewirausahaan Research Horizon
Widjojo, Maria Rosa Ratna Sri Anggraeni
Unknown Affiliation
Arts Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Teknologi dipersonalisasi dan kepribadian narsistik di kalangan Generasi Z Palupi, Rosa De Lima Dyah Retno; Widjojo, Maria Rosa Ratna Sri Anggraeni; Noventaa, Oscar Chrismadian; Suprapto, Budi
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 4 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v9i4.34663

Abstract

This study aims to examine the impact of personalized technology in advertising by considering two personality traits among Generation Z: Grandiose Narcissism and Vulnerable Narcissism. The research was conducted through a quantitative survey with respondent from Generation Z in Surakarta and Yogyakarta. A total of 248 valid questionnaires were collected and analyzed using PLS SEM techniques. The results show significant differences from earlier studies, particularly in four main hypotheses, including the moderating role of Vulnerable Narcissism. The findings suggest that cultural factors and the digital characteristics of Indonesian Generation Z influence the relationship between digital advertising and users’ psychological experiences. The implications of this study are directed toward advertisers in designing effective communication strategies and toward policymakers in developing privacy protection regulations, especially in the coGNext of social media. Penelitian ini bertujuan untuk mengetahui pengaruh teknologi yang dipersonalisasi dalam konteks periklanan dengan mempertimbangkan dua jenis kepribadian pada generasi Z yaitu Grandiose Narcisism dan Vulnareble Narcisism. Penelitian ini dilakukan dengan responden generasi Z di Surakarta dan Yogyakarta dengan pendekatan kuantitatif survey. 248 Kuesioner berhasil dikumpulkan dalam penelitian ini dan diolah menggunakan teknik PLS SEM. Hasil penelitian menunjukkan perbedaan signifikan dari penelitian terdahulu, khususnya pada empat hipotesis utama termasuk moderasi dari Vulnareble Narcisism. Temuan dalam penelitian ini menunjukkan bahwa faktor budaya, karakter digital generasi Z Indonesia turut mempengaruhi antaraiklan digital dengan pengalaman psikologis pengguna. Implikasi dari penelitian ini ditujukan bagi pengiklan untuk merancang strategi komunikasi serta bagi pembuat kebijakan dalam pembuatan regulasi untuk melindungi masalah privasi terutama di media sosial.
Exploration of Factors Affecting Consumer Perceptions of Advertisements Generated by Artificial Intelligence Noventa, Oscar Chrismadian; Widjojo, Maria Rosa Ratna Sri Anggraeni; Putranta, Martius Parnawa
Research Horizon Vol. 6 No. 1 (2026): Research Horizon - February 2026
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.6.1.2026.997

Abstract

This study examines the growing role of generative Artificial Intelligence (AI) in advertising, particularly as AI-generated content becomes increasingly embedded in everyday digital consumption. While prior research has produced mixed findings regarding consumer responses to AI-generated advertisements, the underlying psychological mechanisms driving acceptance remain insufficiently understood. Accordingly, this study aims to investigate how visual characteristics of AI-generated advertisements influence consumer acceptance through perceived intelligence. A quantitative survey was conducted among 415 respondents in Yogyakarta who had prior exposure to AI-generated advertisements. The study analyzes the effects of perceived realism, vitality, imagination, and synthesis on perceived intelligence, as well as its subsequent impact on willingness to accept. Data were analyzed using factor analysis and hypothesis testing. The findings reveal that perceived realism, vitality, and especially imagination positively influence perceived intelligence, with imagination emerging as the strongest predictor. Contrary to expectations, synthesis also shows a positive effect. Furthermore, perceived intelligence significantly enhances willingness to accept AI-generated advertising. In conclusion, consumer acceptance is driven not only by technological novelty but by the perceived quality, creativity, and coherence of AI-generated content.
Co-Authors Budi Suprapto Oscar Chrismadian Noventa Palupi, Rosa De Lima Dyah Retno Putranta, Martius Parnawa