Pengaruh Content Credibility dan Perceived Authenticity terhadap Purchase Intention dengan Consumer Trust sebagai Variabel Mediasi pada Iklan Berbasis AI Brand Agoda di Surabaya

Pambudiantono, Bagas (2026) Pengaruh Content Credibility dan Perceived Authenticity terhadap Purchase Intention dengan Consumer Trust sebagai Variabel Mediasi pada Iklan Berbasis AI Brand Agoda di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

	Text (Cover) cover.pdf Download (589kB)
	Text (BAB I) bab1.pdf Download (408kB)
	Text (BAB II) bab2.pdf Restricted to Repository staff only until 14 July 2029. Download (270kB)
	Text (BAB III) bab3.pdf Restricted to Repository staff only until 14 July 2029. Download (201kB)
	Text (BAB IV) bab4.pdf Restricted to Repository staff only until 14 July 2029. Download (485kB)
	Text (BAB V) bab5.pdf Download (81kB)
	Text (DAFTAR PUSTAKA) daftarpustaka.pdf Download (81kB)
	Text (Lampiran) lampiran.pdf Restricted to Repository staff only until 14 July 2029. Download (384kB)

Abstract

This study aims to analyze the influence of Content Credibility and Perceived Authenticity of Artificial Intelligence-based advertising on Purchase Intention through Consumer Trust in the context of Agoda users in Surabaya. The background of this study is based on the increasing use of Artificial Intelligence in digital advertising, which offers efficiency and visual attractiveness but also raises consumer concerns regarding the credibility and authenticity of AI-generated content. Agoda, as an Online Travel Agent platform, uses digital advertising to communicate its services; however, Consumer Trust remains an important factor in encouraging the intention to use or book services through the platform. This study employs a quantitative explanatory approach with a stimulus-based survey design. Respondents were first asked to watch an Artificial Intelligence-based Agoda advertisement before completing the questionnaire. The sample consisted of 160 active social media users in Surabaya who met the research criteria. The data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results show that Content Credibility has a positive and significant effect on Consumer Trust. Perceived Authenticity also has a positive and significant effect on Consumer Trust. Furthermore, Consumer Trust has a positive and significant effect on Purchase Intention. However, Content Credibility and Perceived Authenticity do not have a significant direct effect on Purchase Intention. The mediation test shows that Consumer Trust mediates the relationship between Content Credibility and Purchase Intention, as well as the relationship between Perceived Authenticity and Purchase Intention. These findings indicate that credible and authentic AI-based advertising does not directly encourage consumers’ booking intention but must first build Consumer Trust.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Pertiwi, Tri Kartika	NIDN0020046307	tri.pertiwi.mnj@upnjatim.ac.id
Thesis advisor	Purwanto, Sugeng	NIDN0008016806	sugengpurwanto.mnj@upnjatim.ac.id

Subjects:

H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products

Divisions:

Faculty of Economic and Business > Departement of Management

Depositing User:

Bagas bagas Pambudiantono

Date Deposited:

14 Jul 2026 01:24

Last Modified:

14 Jul 2026 01:24

URI:

https://repository.upnjatim.ac.id/id/eprint/55170