The Influence of Brand Credibility, Technological Innovation, and User Engagement on the Effectiveness of AI and Its Impact on the Reader Loyalty of Liputan6.com Digital Media Platform Readers
DOI:
https://doi.org/10.64243/JODIGBI.01.3.01Keywords:
brand credibility, technological innovation, user engagement, effectiveness of AI, reader loyalty, digital media platform, PLS-SEMAbstract
This study analyzes the influence of brand credibility, technological innovation, and user engagement on reader loyalty, with AI effectiveness as a mediating variable in the context of AI presenters on digital media. Using a quantitative approach with PLS-SEM via SmartPLS, data were collected from 275 Liputan6.com readers aged 17-65 who had engaged with AI-presented news at least three times. The findings reveal that brand credibility, technological innovation, and user engagement positively affect both AI effectiveness and reader loyalty. AI effectiveness also significantly mediates the relationship between brand credibility and user engagement with reader loyalty, but not between technological innovation and reader loyalty. These results highlight the importance of trust and engagement in enhancing AI effectiveness to foster loyalty, while innovation must offer clear benefits to be impactful.
References
Asakdiyah, S., & Oskar, D. P. (2024). Community Building in the Digital Age: Fostering Brand Loyalty Article History. 2(01), 35–43. https://journal.takaza.id/index.php/escalate
Balaka, M. Y., & Abyan, F. (2022). Metodelogi Penelitian Kuantitif. www.penerbitwidina.com
Belchior, L. M., António, N., & Fernandes, E. (2024). Online newspaper subscriptions: using machine learning to reduce and understand customer churn. Journal of Media Business Studies. https://doi.org/10.1080/16522354.2024.2343638
Belhadi, A., Mani, V., Kamble, S. S., Khan, S. A. R., & Verma, S. (2024). Artificial intelligence-driven innovation for enhancing supply chain resilience and performance under the effect of supply chain dynamism: an empirical investigation. Annals of Operations Research, 333, 627–652. https://doi.org/10.1007/s10479-021-03956-x
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Buaty, N., Mawar Mardiyah, A., & Broto Legowo, M. (2023). Model of Tourism Sector Performance Improvement Based on Applied Technology Innovation.
Canavarro, A., & Imamović, I. (2024). The Use of AI as a Tool for Marketing Communication Campaigns: Applied Study of Barbie Selfie-Generator. International Journal of Marketing, Communication and New Media. https://doi.org/10.54663/2182-9306.2024.SpecialIssueMBP.36-54
Chen, H., Zhang, S., Shao, B., Gao, W., & Xu, Y. (2022). How do interpersonal interaction factors affect buyers’ purchase intention in live stream shopping? The mediating effects of swift guanxi. Internet Research, 32, 335–361. https://doi.org/10.1108/INTR-05-2020-0252
Chen, Q., Lu, Y., Gong, Y., & Xiong, J. (2023). Can AI chatbots help retain customers? Impact of AI service quality on customer loyalty. Internet Research, 33, 2205–2243. https://doi.org/10.1108/INTR-09-2021-0686
Chen, X., & Lee, G. (2021). How does brand legitimacy shapes brand authenticity and tourism destination loyalty: Focus on cultural heritage tourism. Global Business and Finance Review, 26(1), 53–67. https://doi.org/10.17549/gbfr.2021.26.1.53
Cuong, D. T. (2020). The impact of brand credibility and perceived value on customer satisfaction and purchase intention at fashion market. Journal of Advanced Research in Dynamical and Control Systems, 12(3 Special Issue), 691–700. https://doi.org/10.5373/JARDCS/V12SP3/20201308
Elgammal, A., Liu, B., Elhoseiny, M., & Mazzone, M. (2021). CAN: Creative adversarial networks generating “Art” by learning about styles and deviating from style norms. Proceedings of the 8th International Conference on Computational Creativity, ICCC 2017.
Febriananta, E., Azhari, F. A., Malik, G., Haniva, M. R., & Maesaroh, S. S. (2024). Pengaruh Faktor Kognitif, Sosial, dan Teknikal Mahasiswa terhadap Efektivitas Chatbot AI dalam Perkuliahan.
Gajardo, C., & Meijer, I. C. (2023). How Loyalty Works: Why Do People Continue Their Relationship with Journalism? Journalism Studies, 24, 650–668. https://doi.org/10.1080/1461670X.2023.2178246
Guo, W., & Luo, Q. (2023). Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility. Journal of Retailing and Consumer Services, 73. https://doi.org/10.1016/j.jretconser.2023.103353
Gursoy, D., Chi, O. H., Lu, L., & Nunkoo, R. (2019). Consumers acceptance of artificially intelligent (AI) device use in service delivery. International Journal of Information Management, 49, 157–169. https://doi.org/10.1016/j.ijinfomgt.2019.03.008
Hair, J. F. ., Hult, G. T. M. ., Ringle, C. M. ., & Sarstedt, Marko. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Haq, M. kram U., Alvi, A. K., Somroo, M. A., Nadeem, A., & Ahmed, A. (2022). Relationship of brand credibility and brand loyalty: the mediating effects of attitude toward brand. Journal of Economic and Administrative Sciences. https://doi.org/10.1108/jeas-08-2021-0142
Hussain, S., Melewar, T. C., Priporas, C. V., & Foroudi, P. (2020). Examining the effects of advertising credibility on brand credibility, corporate credibility and corporate image: a qualitative approach. https://doi.org/10.1108/QMR-12-2017-0175
Jain, P., & Aggarwal, K. (2020). Transforming Marketing with Artificial Intelligence. https://doi.org/10.13140/RG.2.2.25848.67844
Jankovic, S. D., & Curovic, D. M. (2023). Strategic Integration of Artificial Intelligence for Sustainable Businesses: Implications for Data Management and Human User Engagement in the Digital Era. Sustainability (Switzerland), 15. https://doi.org/10.3390/su152115208
Jayasingh, S., Sivakumar, A., & Vanathaiyan, A. A. (2025). Artificial Intelligence Influencers’ Credibility Effect on Consumer Engagement and Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research , 20. https://doi.org/10.3390/jtaer20010017
Jimenez, I. A. C., Acevedo, J. S. G., Marcolin, F., Vezzetti, E., & Moos, S. (2023). Towards an integrated framework to measure user engagement with interactive or physical products. International Journal on Interactive Design and Manufacturing, 17(1), 45–67. https://doi.org/10.1007/s12008-022-01087-6
Khana, A., Abdul Hamid, A. B., Saad, N. M., & Arif, A. R. (2023). Effectiveness of Artificial Intelligence in Building Customer Loyalty: Investigating the Mediating Role of Chatbot in the Tourism Sector of Pakistan. International Journal of Academic Research in Business and Social Sciences, 13(9). https://doi.org/10.6007/ijarbss/v13-i9/18422
Kiatkawsin, K., & Sutherland, I. (2020). Examining luxury restaurant dining experience towards sustainable reputation of the Michelin restaurant guide. Sustainability (Switzerland), 12. https://doi.org/10.3390/su12052134
Lalmas, M., O’Brien, H., & Yom-Tov, E. (2022). Measuring User Engagement. In https://books.google.co.id/books?hl=id&lr=&id=AYpyEAAAQBAJ&oi=fnd&pg=PP1&dq=User+Engagement+is&ots=n-0BKJOvTb&sig=MjlFlIqIyFSeV-NERtyVZrTWGvA&redir_esc=y#v=onepage&q=User%20Engagement%20is&f=false. https://doi.org/DOI 10.1007/978-3-031-02289-0
Liu, Y., Tan, H., Cao, G., & Xu, Y. (2024). Enhancing User Engagement through Adaptive UI/UX Design: A Study on Personalized Mobile App Interfaces. World Journal of Innovation and Modern Technology, 7(5), 1–21. https://doi.org/10.53469/wjimt.2024.07(05).01
López, L. M. (2024). The influence of brand credibility and brand loyalty on customer satisfaction and continued use intention in new voice assistance services based on AI. Journal of Marketing Analytics 2024, 1–22. https://doi.org/10.1057/S41270-023-00278-8
Marti, C. L., Liu, H., Kour, G., Bilgihan, A., & Xu, Y. (2024). Leveraging artificial intelligence in firm-generated online customer communities: a framework and future research agenda. Journal of Service Management, 35, 438–458. https://doi.org/10.1108/JOSM-10-2023-0443
Newman, N. N., Fletcher, R., Robertson, C. T., Arguedas, A. R., & Nielsen, R. K. (2024). Reuters Institute Digital News Report 2024. https://doi.org/10.60625/risj-vy6n-4v57
Perdana, A., Robb, A., Balachandran, V., & Rohde, F. (2021). Distributed ledger technology: Its evolutionary path and the road ahead. Information and Management, 58(3). https://doi.org/10.1016/j.im.2020.103316
Prentice, C., & Nguyen, M. (2020). Engaging and retaining customers with AI and employee service. Journal of Retailing and Consumer Services, 56. https://doi.org/10.1016/j.jretconser.2020.102186
Reddy, N. S., Nayyar, V., & Khanna, P. (2024). Analyzing the Effectiveness of AI-Powered Chatbot’s: A Smart PLS Approach for Evaluating User Engagement and Satisfaction. In Augmenting Retail Reality, Part B: Blockchain, AR, VR, and AI (pp. 113–129). Emerald Publishing Limited. https://doi.org/10.1108/978-1-83608-708-320241015
Rifi, A., & Mostafa, R. B. (2022). Brand credibility and customer-based brand equity: a service recovery perspective. Journal of Financial Services Marketing, 27(1). https://doi.org/10.1057/s41264-021-00097-x
Rogers, E. M., Singhal, A., & Quinlan, M. M. (2014). An Integrated Approach to Communication Theory and Research. In An Integrated Approach to Communication Theory and Research. Routledge. https://doi.org/10.4324/9780203887011
Rosli, N., CheHa, N., & Ghazali, E. M. (2020). The Influence Of Hotel Attributes On Brand Attachment And Post-Consumption Outcomes: The Mediating Effects Of Brand Credibility. International Journal of Business and Society, 21(1), 313–333.
Sajjad, M., & Zaman, U. (2020). Innovative perspective of marketing engagement: Enhancing users’ loyalty in social media through blogging. Journal of Open Innovation: Technology, Market, and Complexity, 6. https://doi.org/10.3390/JOITMC6030093
Saniuta, A., Zbuchea, A., & Hrib, B. (2022). Innovation in the Book Market Retail. Preferences Among Romanian Readers. Management Dynamics in the Knowledge Economy, 10(2), 179–209. https://doi.org/10.2478/mdke-2022-0013
Sapri, N. A. A. M., Rashid, A. N. Z., & Tarmizi, W. A. M. A. (2024). Leveraging AI for Effective Content Marketing in Libraries: Maximizing User Engagement. International Journal of Research and Innovation in Social Science, VIII(IX), 3510–3521. https://doi.org/10.47772/IJRISS.2024.8090293
Shahzad, M. F., Xu, S., An, X., & Javed, I. (2024). Assessing the impact of AI-chatbot service quality on user e-brand loyalty through chatbot user trust, experience and electronic word of mouth. Journal of Retailing and Consumer Services, 79. https://doi.org/10.1016/j.jretconser.2024.103867
Shin, D. (2021). The effects of explainability and causability on perception, trust, and acceptance: Implications for explainable AI. International Journal of Human Computer Studies, 146. https://doi.org/10.1016/j.ijhcs.2020.102551
Sodiya, E. O., Umoga, U. J., Amoo, O. O., & Atadoga, A. (2024). AI-driven warehouse automation: A comprehensive review of systems. GSC Advanced Research and Reviews, 18(2), 272–282. https://doi.org/10.30574/gscarr.2024.18.2.0063
Subekti, C. A., & Setiawan, B. (2020). The Twilight of Print Media in the New Media Era (The Strategy of Kedaulatan Rakyat in Maintaining its Reader’s Loyalty). https://doi.org/10.4108/eai.4-8-2020.2302433
Suherlan, & Okombo, M. O. (2023). Technological Innovation in Marketing and its Effect on Consumer Behaviour. Technology and Society Perspectives (TACIT), 1(2), 94–103. https://doi.org/10.61100/tacit.v1i2.57
Welsh, E. T., McIntosh, J. E., Vuong, A., Cloud, Z. C. G., Hartley, E., & Boyd, J. H. (2024). Design of Digital Mental Health Platforms for Family Member Cocompletion: Scoping Review. In Journal of Medical Internet Research (Vol. 26). JMIR Publications Inc. https://doi.org/10.2196/49431
Yuan, C., Wang, S., & Liu, Y. (2023). AI service impacts on brand image and customer equity: empirical evidence from China. Journal of Brand Management, 30, 61–76. https://doi.org/10.1057/s41262-022-00292-8
Zhao, H. (2022). Explore the Relationship between Technological Innovation and Customer Loyalty. Journal of Economics, Business and Management, 10(4), 272–276. https://doi.org/10.18178/joebm.2022.10.4.711
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Dinda Virgia Yurendira
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
