Antecedents And Consequences Of Using Artificial Intelligence (Ai) Color Cosmetics
Downloads
Sales growth of consumer goods industry especially on cosmetics segment have decreased due to pandemic Covid 19. One of source growth can be attributed to the integration of advanced technologies such as Artificial Intelligence (AI). The purpose of this research is to analyze antecedents and consequences of using artificial Intelligence (AI) Color Cosmetics. Hence, an online survey was conducted to 180 respondents with a series of questions to assess research variables. Data analyses were administrated in two phases, which are Confirmatory Factor Analysis (CFA) and Structural Equation Modelling. The results show that AI Color Cosmetic application utilization can be enhanced by optimizing price sensitivity, social media addiction, and perceived usefulness. These variables play a crucial role in encouraging users to utilize the AI Color Cosmetic application. After using AI Color Cosmetics, there is a significant likelihood that prospective clients will make Actual Purchases. This research found numerous managerial ramifications, particularly for the cosmetics sector's Marketing and Business Development division. The two divisions must consider the Price Sensitivity and Perceived Usefulness elements that prospective clients feel.
Copyright (c) 2023 Martua Parningotan Sihaloho, Kurniawati Kurniawati, Yolanda Masnita
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.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
