PENGARUH BRAND CREDIBILTY, TECHNOLOGICAL INNOVATION, USER ENGAGEMENT TERHADAP EFFECTIVENESS OF AI SERTA DAMPAKNYA TERHADAP READER LOYALTY PADA PEMBACA PLATFORM MEDIA DIGITAL LIPUTAN6.COM

DINDA VIRGIA YURENDIRA, . (2025) PENGARUH BRAND CREDIBILTY, TECHNOLOGICAL INNOVATION, USER ENGAGEMENT TERHADAP EFFECTIVENESS OF AI SERTA DAMPAKNYA TERHADAP READER LOYALTY PADA PEMBACA PLATFORM MEDIA DIGITAL LIPUTAN6.COM. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Brand credibility, Technological innovation, dan User engagement terhadap Reader loyalty dengan Effectiveness of AI sebagai variabel mediasi pada konteks penggunaan AI presenter di platform media digital. Latar belakang penelitian ini didasari oleh perkembangan teknologi AI dalam industri media yang menuntut adanya kepercayaan publik, inovasi yang relevan, serta keterlibatan pengguna agar teknologi tersebut efektif dalam membangun loyalitas pembaca. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Square Structural Equation Modeling (PLS-SEM) melalui software SmartPLS. Dalam penelitian ini menggunakan pendekatan kuantitatif dengan populasi target yakni Pembaca Liputan6.com berusia 17-65 tahun yang pernah membaca/melihat berita yang disajikan presenter AI minimal 3 kali. Sampel penelitian diambil menggunakan teknik non-probability sampling dengan metode purposive sampling, yang menghasilkan 275 responden yang memenuhi kriteria tertentu. Penelitian ini menganalisis 45 indikator yang menggunakan metode SEM-PLS. Hasil penelitian menunjukkan bahwa Brand credibility, Technological innovation, dan User engagement berpengaruh positif terhadap Effectiveness of AI dan Reader loyalty. Effectiveness of AI juga terbukti berpengaruh secara langsung dalam meningkatkan Reader loyalty. Selain itu, Effectiveness of AI berperan signifikan sebagai variabel mediasi dalam hubungan antara Brand credibility dengan Reader loyalty serta antara User engagement dengan Reader loyalty. Namun, peran mediasi Effectiveness of AI pada hubungan Technological innovation dengan Reader loyalty tidak terbukti signifikan. Temuan ini menegaskan bahwa kepercayaan terhadap brand dan tingginya keterlibatan pengguna mampu memperkuat persepsi efektivitas AI sehingga mendukung loyalitas pembaca, sedangkan inovasi teknologi perlu diimbangi dengan manfaat nyata agar penerimaan AI dapat berjalan maksimal. ***** This study aims to analyze the influence of Brand credibility, Technological innovation, and User engagement on Reader loyalty with Effectiveness of AI as a mediating variable in the context of using AI presenters on digital media platforms. The background of this research is based on the development of AI technology in the media industry, which requires public trust, relevant innovation, and active user engagement so that the technology can effectively build reader loyalty. This study employs a quantitative approach using the Partial Least Square Structural Equation Modeling (PLS-SEM) method with SmartPLS software. The target population consists of Liputan6.com readers aged 17–65 years who have read or watched news presented by an AI presenter at least three times. The sample was selected using non-probability sampling with a purposive sampling technique, resulting in 275 respondents who met the specified criteria. The study analyzes 45 indicators using the SEM-PLS method.The results show that Brand credibility, Technological innovation, and User engagement have a positive influence on the Effectiveness of AI and Reader loyalty. Effectiveness of AI is also proven to have a direct impact on increasing Reader loyalty. Furthermore, Effectiveness of AI plays a significant mediating role in the relationship between Brand credibility and Reader loyalty as well as between User engagement and Reader loyalty. However, its mediating role in the relationship between Technological innovation and Reader loyalty was not found to be significant. These findings emphasize that strong brand trust and high user engagement can enhance perceptions of AI effectiveness, thereby supporting reader loyalty. Meanwhile, technological innovation needs to be balanced with tangible benefits to ensure that AI adoption can be optimized to support loyalty.

Item Type: Thesis (Sarjana)
Additional Information: 1). Dr. Osly Usman, M.Bus. 2). Meta Bara Berutu, S.E., M.M.
Subjects: Manajemen > Manajemen , Business
Manajemen > Manajemen Pemasaran
Divisions: FE > S1 Bisnis Digital
Depositing User: Dinda Virgia Yurendira .
Date Deposited: 06 Aug 2025 06:10
Last Modified: 06 Aug 2025 06:10
URI: http://repository.unj.ac.id/id/eprint/58237

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