The Effect of Artificial Intelligence Use, Influencer Credibility, and Pricing Strategy on Fore Coffee’s Brand Attractiveness Among Generation Z in Indonesia

Muthia Azhari Boyoh; Luh Komang Candra Dewi; Herindiyah Kartika Yuni

doi:10.55927/mudima.v6i8.115

Authors

Muthia Azhari Boyoh Universitas Triatma Mulya
Luh Komang Candra Dewi Universitas Triatma Mulya
Herindiyah Kartika Yuni Universitas Triatma Mulya

DOI:

https://doi.org/10.55927/mudima.v6i8.115

Keywords:

Artificial Intelligence, Influencer Credibility, Pricing Strategy, Brand Attractiveness, Generation Z

Abstract

This study aims to examine the influence of Artificial Intelligence (AI), influencer credibility, and pricing strategy on Fore Coffee’s Brand Attractiveness among Generation Z in Indonesia. The study employed a quantitative approach involving 100 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that the use of AI does not have a significant effect on Fore Coffee’s Brand Attractiveness. In contrast, influencer credibility and pricing strategy have a positive and significant effect on Brand Attractiveness. Simultaneously, all three variables significantly influence Brand Attractiveness. These findings suggest that Generation Z perceives digital technology as a standard service feature, making AI not yet a primary factor in enhancing brand attractiveness. Therefore, Fore Coffee is advised to continue optimizing AI to support customer experience while strengthening influencer marketing strategies and value-based pricing to enhance brand attractiveness

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