Dampak Artificial Intelligence Generated Content (AIGC) dalam Konten Promosi terhadap Niat Beli: Peran Persepsi Kualitas Iklan dan Kepercayaan Konsumen

Abstract

This study aims to examine the relationship between promotional content that contains Artificial Intelligence Generated Content (AIGC) and consumers' intention to buy. Perceived advertising quality and trust in promotional content will be used as mediating and moderating variabels, respectively, among TikTok users in Cirebon City. Using a survey methodology, this study takes a quantitative approach. A total of 180 current TikTok users were selected using a purposive sample approach. The data was analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS software after it had been obtained through questionnaires. The findings show that AIGC did not significantly impact the intention to buy, as shown by a t-statistic value of 1.384 < 1.96 and a p-value of 0.083 > 0.05. With a t-statistic of 9.863 > 1.96 and a p-value of 0.000 < 0.05, AIGC also significantly and positively influences the perceived quality of advertisements. In addition, the perceived quality of advertisements has a notable impact on consumers' intention to buy (t-statistic = 2,526 > 1.96; p-value = 0.006 < 0.05) and acts as a mediator between artificial intelligence general content and purchase intent (t-statistic = 2,400 > 1.96; p-value = 0.008 < 0.05). The association between perceived advertising quality and purchase intention is moderated by trust in promotional material, as shown by an interaction t-statistic of 2.358 > 1.96 with a p-value of 0.009 < 0.05. The findings of all of the hypothesis tests had significance levels lower than 0.05.