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All Journal Journal of Strategic Marketing and Applied Economics
Elsa Islammia Pasha
Sekolah Tinggi Agama Islam Kuningan
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Researching How AI Works Marketing Influence Trust Consumers In Two Culture Different Elsa Islammia Pasha
Journal of Strategic Marketing and Applied Economics Vol. 1 No. 2 (2025): Journal of Strategic Marketing and Applied Economics
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jsmae.v1i2.6

Abstract

Development rapidly intelligence artificial intelligence (AI) in digital marketing strategy has bring up challenge new in understand dynamics trust consumer cross culture . In an increasingly global context connected , important For evaluate How perception consumer to use of AI in marketing different between culture , especially related with aspect privacy , personalization , and transparency . Article This aim For research influence use of AI in marketing to trust consumers in two culture different , namely culture individualistic ( United States ) and culture collectivism (Indonesia). Research This use approach quantitative with method survey , involving 400 respondents who were divided equally between the two countries . The instruments used is questionnaire closed with Likert scale for measure perception trust , AI transparency , and value culture consumers . Data analysis was carried out using Structural Equation Modeling (SEM) to test connection between variables . The results show that AI in marketing own influence positive to trust consumers , however mediated in a way significant by value culture . Consumers in culture individualistic more value personalization and data control , while consumers in culture collectivistic more influenced by opinion social and trust institutional findings​ This give outlook important for global companies for adjust marketing strategy AI -based according to with context target culture .​
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