Pengaruh Generative AI dan Content Creation terhadap Purchase Intention pada Pengguna TikTok: Peran Mediasi Flow Experience
DOI:
https://doi.org/10.52333/strategi.v16i2.2186Keywords:
Generative AI, Content Creation, Flow Experience, Purchase Intention, TikTokAbstract
The rapid development of Generative Artificial Intelligence (Generative AI) and the growing use of digital content on TikTok have introduced new ways of shaping consumer experiences and purchase decisions. This study examines the effects of Generative AI and Content Creation on Purchase Intention, with Flow Experience serving as a mediating variable among TikTok users. A quantitative, cross-sectional research design was employed. Data were collected from 324 TikTok users aged 17–43 years residing in East Java through purposive sampling. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results reveal that Generative AI and Content Creation have positive and significant effects on both Flow Experience and Purchase Intention. Flow Experience also has a positive effect on Purchase Intention. Furthermore, Flow Experience partially and complementarily mediates the effects of Generative AI and Content Creation on Purchase Intention. Generative AI shows the strongest effect on Flow Experience, suggesting that perceived usefulness, informativeness, creativity, and innovativeness play an important role in strengthening user engagement. These findings indicate that purchase intention among TikTok users is shaped not only by technological features and content quality directly, but also by the psychological experience developed while interacting with digital content.
Abstrak
Perkembangan Generative Artificial Intelligence (Generative AI) dan semakin intensifnya penggunaan konten digital di TikTok menghadirkan cara baru dalam membentuk pengalaman dan keputusan konsumen. Penelitian ini bertujuan menganalisis pengaruh Generative AI dan Content Creation terhadap Purchase Intention dengan Flow Experience sebagai variabel mediasi pada pengguna TikTok. Penelitian menggunakan pendekatan kuantitatif dengan desain cross-sectional. Data diperoleh dari 324 pengguna TikTok berusia 17–43 tahun yang berdomisili di Jawa Timur melalui teknik purposive sampling. Analisis dilakukan menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa Generative AI dan Content Creation berpengaruh positif dan signifikan terhadap Flow Experience maupun Purchase Intention. Flow Experience juga berpengaruh positif terhadap Purchase Intention. Selain itu, Flow Experience terbukti memediasi secara parsial komplementer pengaruh Generative AI dan Content Creation terhadap Purchase Intention. Generative AI menunjukkan pengaruh terbesar terhadap Flow Experience, yang menandakan bahwa manfaat, nilai informasi, serta unsur kreativitas dan inovasi AI berperan penting dalam membangun keterlibatan pengguna. Temuan ini menegaskan bahwa niat membeli pada pengguna TikTok tidak hanya dipengaruhi oleh teknologi dan kualitas konten secara langsung, tetapi juga oleh pengalaman psikologis yang terbentuk selama berinteraksi dengan konten digital.
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