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"Perkembangan teknologi tengah mengalami kemajuan pesat di seluruh dunia termasuk Indonesia khususnya di integrasi Artificial Intelligence (AI) di berbagai sektor, salah satunya adalah penggunaan virtual influencer sebagai social media endorser. Penelitian ini menganalisis pengaruh Virtual Influencer’s Perceived Anthropomorphism terhadap Satisfaction With Experience dan Purchase Intention yang dimediasi oleh Social Presence, Cognitive Response (Credibility dan Perceived Usefulness), dan Affective Response (Perceived Enjoyment dan Flow) pada konsumen kalangan Gen Z di Indonesia. Dengan fokus penelitian pada Arbie Seo, virtual influencer yang sedang tren di Indonesia, penelitian ini menggunakan 479 sa­­mpel data responden melalui penyebaran kuesioner online kepada responden yang pernah melihat konten Arbie Seo sebagai virtual influencer di media sosial. Hasil penelitian menunjukkan bahwa Virtual Influencer’s Perceived Anthropomorphism, Social Presence, Perceived Usefulness, dan Perceived Enjoyment yang memiliki pengaruh signifikan terhadap Satisfaction With Experience. Begitu juga Satisfaction With Experience yang memiliki pengaruh signifikan terhadap Purchase Intention. Sedangkan, Credibility dan Flow tidak berpengaruh signifikan terhadap Satisfaction With Experience. Temuan dalam penelitian ini dapat digunakan perusahaan untuk mempertimbangkan aspek dan karakteristik virtual influencer sebagai endorser produk mereka di kalangan Gen Z.

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The rapid advancement of technology, particularly in Indonesia, has led to the integration of Artificial Intelligence (AI) across various sectors, such as the use of virtual influencers as social media endorsers. This study aims to analyze the impact of Virtual Influencer's Perceived Anthropomorphism towards Satisfaction With Experience and Purchase Intention, mediated by Social Presence, Cognitive Response (Credibility and Perceived Usefulness), and Affective Response (Perceived Enjoyment and Flow) among Gen Z consumers in Indonesia. Focusing on Arbie Seo, a trending virtual influencer in Indonesia, the study employs 479 respondent data samples collected through an online questionnaire to specific respondents who have watch Arbie Seo's content as a virtual influencer on social media. The findings show that Virtual Influencer's Perceived Anthropomorphism, Social Presence, Perceived Usefulness, and Perceived Enjoyment have significant effect on Satisfaction With Experience. In turn, Satisfaction With Experience also affect Purchase Intention significantly. However, Credibility and Flow do not have significant effect on Satisfaction With Experience. These findings can help companies in considering aspects and characteristics of virtual influencers as endorsers for their products among Gen Z consumers."

"Penelitian ini mengkaji faktor-faktor yang memengaruhi penerimaan konsumen terhadap sistem pemesanan terkomputerisasi (COTS) di restoran Jakarta dengan mengintegrasikan Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), dan karakteristik antropomorfisme yang dipersepsikan. Hasil menunjukkan bahwa karakteristik antropomorfik seperti keramahan dan desain menyerupai manusia tidak secara langsung memengaruhi niat perilaku, namun secara signifikan meningkatkan kualitas interaksi. Kualitas interaksi kemudian memperkuat persepsi terhadap kemudahan penggunaan, kegunaan, norma subjektif, dan kontrol perilaku yang dipersepsikan. Kontrol perilaku yang dipersepsikan menjadi prediktor langsung paling kuat terhadap niat perilaku, sementara sikap dan norma subjektif berpengaruh secara tidak langsung. Secara metodologis, penelitian ini menggunakan penggabungan variabel komposit untuk mengatasi masalah validitas diskriminan. Temuan ini menekankan pentingnya desain yang emosional dan sesuai budaya dalam meningkatkan penerimaan layanan digital, khususnya di masyarakat kolektivistik seperti Indonesia. Penelitian ini juga memperkaya diskursus teoretis dengan menunjukkan bagaimana faktor kognitif, emosional, dan sosial saling berinteraksi dalam membentuk perilaku pengguna.

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This study examines the factors influencing consumer acceptance of computerized order-taking systems (COTS) in Jakarta restaurants by integrating the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and perceived anthropomorphic characteristics. The findings show that anthropomorphic traits—such as friendliness and human-like design—do not directly affect behavioral intention but significantly enhance interaction quality. In turn, interaction quality strengthens perceived ease of use, usefulness, subjective norms, and perceived behavioral control. Among these, perceived behavioral control emerges as the strongest direct predictor of behavioral intention, while attitude and subjective norms have only indirect effects. Methodologically, the study addresses discriminant validity concerns by applying composite variable averaging to ensure valid model estimation. The results emphasize the importance of emotionally resonant and culturally appropriate design in fostering digital service adoption, particularly in collectivist contexts like Indonesia. By highlighting the role of interaction quality as a bridge between emotional design and traditional acceptance constructs, the study contributes to a deeper understanding of how cognitive, emotional, and social factors collectively shape user behavior in human-centered digital environments."