Factors Influencing Consumer Purchase Intention of AI Endorsers: Perspectives of Credibility and Attitude Toward Content Advertisement

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Zuelkifara, Cut Azzahra Teuku (2026) Factors Influencing Consumer Purchase Intention of AI Endorsers: Perspectives of Credibility and Attitude Toward Content Advertisement. Diploma thesis, IPMI Institute.

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Abstract

The rapid development of artificial intelligence has led to new phenomena in the digital marketing context: the use of AI endorsers as communication tools for brands. However, its impact on consumer responses remains unclear, particularly regarding the credibility of information sources. This study aims to analyzes the impact of perceived attractiveness, expertise, and trustworthiness of AI endorsers on the attitudes and purchase intentions of Greater Jakarta consumers. This study utilized quantitative research on Gen Z and Millennials who actively use social media and have contact with AI endorsers in Greater Jakarta and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Purposive sampling was used, and 182 validated data were collected. The results show that dimensions of the source credibility (i.e., attractiveness, expertise, and trustworthiness) have a positive and significant impact on consumers’ attitudes towards content advertisement and ultimately purchase intention. Hypothesis testing, effect sizes, and IPMA results indicate that attractiveness is the most dominant predictor of source credibility in shaping consumers’ attitudes. This result is supported by the highest value of the path coefficient and effect size compared to other predictors. Furthermore, IPMA results show that attractiveness is a strategic factor in building positive attitude toward content advertisement and leading to purchase intention. The findings contribute to the AI-powered digital marketing literature by integrating Source Credibility Model within AI Endorser context; as well as offer insights for marketers and AI developers to design AI endorsers that are widely acceptable to consumers.

Keywords: AI endorser, source credibility, attitude toward content advertisement, purchase intention, digital marketing.

Item Type:	Thesis (Diploma)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Thesis > Bachelor of Business Administration
Depositing User:	sandra margaretha
Date Deposited:	01 Oct 2026 02:44
Last Modified:	01 Oct 2026 02:44
URI:	http://repository.ipmi.ac.id/id/eprint/3071

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