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All Journal Journal of Social Research Asian Journal of Social and Humanities
Martua Parningotan Sihaloho
Universitas Trisakti
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Antecedents And Consequences Of Using Artificial Intelligence (Ai) Color Cosmetics Martua Parningotan Sihaloho; Kurniawati Kurniawati; Yolanda Masnita
Journal of Social Research Vol. 2 No. 8 (2023): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v2i8.1293

Abstract

Sales growth of consumer goods industry especially on cosmetics segment have decreased due to pandemic Covid 19. One of source growth can be attributed to the integration of advanced technologies such as Artificial Intelligence (AI). The purpose of this research is to analyze antecedents and consequences of using artificial Intelligence (AI) Color Cosmetics. Hence, an online survey was conducted to 180 respondents with a series of questions to assess research variables. Data analyses were administrated in two phases, which are Confirmatory Factor Analysis (CFA) and Structural Equation Modelling. The results show that AI Color Cosmetic application utilization can be enhanced by optimizing price sensitivity, social media addiction, and perceived usefulness. These variables play a crucial role in encouraging users to utilize the AI Color Cosmetic application. After using AI Color Cosmetics, there is a significant likelihood that prospective clients will make Actual Purchases. This research found numerous managerial ramifications, particularly for the cosmetics sector's Marketing and Business Development division. The two divisions must consider the Price Sensitivity and Perceived Usefulness elements that prospective clients feel.
Antecedents of Viewers Engagement Martua Parningotan Sihaloho; Kurniawati Kurniawati
Asian Journal of Social and Humanities Vol. 2 No. 7 (2024): Asian Journal of Social and Humanities
Publisher : Pelopor Publikasi Akademika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59888/ajosh.v2i7.285

Abstract

The purpose of this study is to analyze the antecedents of viewers engagement from social media influencers specifically in relation to YouTube channels, which include feelings of escape, self-improvement, fun, glamourous, connectivity from the audience as well as Overall Perceived image of the influencer. The sample design used in this research is non-probability sampling with purposive sampling technique. The processed data came from 280 respondents and then the data was analyzed using the Structural Equation Modeling (SEM) method. The results of this study indicate that there is a positive influence of escape on fun, there is a positive influence of self improvement on fun, glamorous and connectivity, there is also a positive influence of fun, glamorous and connectivity on overall perceived image and there is a positive influence of overall perceived image on viewers engagement. Likewise, this study found that there is no positive effect of escape on glamorous and connectivity. In general, the results of this study show that fun, glamorous and connectivity, and overall perceived image are important factors that influence viewers engagement. Content that has a positive, authentic and informative overall image tends to attract more attention and is easily understood by viewers. Suggestions for future research, researchers can conduct research on Indonesian youtuber objects that are not included in this study and overseas youtuber objects. and can also conduct research on the impact of escape and self improvement on viewers engagement by adding job occupation variables as moderators.
Co-Authors Kurniawati Kurniawati Yolanda Masnita