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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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Journal : Journal of Social Research

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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.
Co-Authors Kurniawati Kurniawati Yolanda Masnita