The Role of AI Influencers in Shaping Consumer Behavior: Analyzing Impulsive Buying through Perceived Value and Positive Emotional Appeal

This research aims to investigate the characteristics of AI Influencers, namely attractiveness, trustworthiness, and personalization of impulsive buying through perceived value and positive emotional appeal. To achieve this goal, the research approach used is a quantitative approach, with the data source being primary data. The data collection method uses a questionnaire distributed online. The number of samples in this research was 163, with the sampling technique being purposive sampling. The research results show that attractiveness has a significant effect on perceived value and positive emotional appeal, personalization influences perceived value and positive emotional appeal, perceived value influences impulsive buying, and positive emotional appeal has an effect on impulsive buying. Another result of this research is that trustworthiness has no effect on perceived value and positive emotional appeal.