Consumer Perception of Artificial Intelligence-Based Advertising and Its Impact on Purchase Intention: Evidence from an Academic Environment

Abstrak

The rapid development of Artificial Intelligence (AI) has transformed digital advertising by enabling businesses to create efficient and personalized promotional content. However, consumer responses to AI-generated advertisements remain varied, particularly regarding trust and authenticity. This study aims to examine the effect of consumer perception of AI-based advertising on purchase intention. A quantitative approach was employed using survey data collected from 120 respondents within the academic community of Politeknik Negeri Sriwijaya. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that attractiveness, credibility, and trust have a positive and significant effect on purchase intention, with trust emerging as the strongest predictor. In contrast, authenticity does not significantly influence purchase intention. These findings suggest that consumers tend to prioritize trust and credibility over authenticity when evaluating AI-generated advertising. This study provides theoretical contributions to consumer behavior research and practical insights for businesses in optimizing AI-driven marketing strategies.

Identifier

• DOI: https://doi.org/10.32502/jim.v16i1.2046
• OpenAlex: https://openalex.org/W7168554968