AI MARKETING: REVOLUTION OR REJECTION? A QUANTITATIVE STUDY ON THE IMPACT OF CONSUMER PERCEPTION AND CONSUMER ATTITUDE ON CONSUMER ACCEPTANCE

Abstract

This research investigates the impact of consumer perception and consumer attitude on customer acceptance among adult consumers (18-55) in Manado. The study employs a quantitative method involving 100 respondents, with data that was analyzed using multiple linear regression. Results indicate that while consumer perception and consumer attitude both have a significant and positive influence on customer satisfaction, individually and simultaneously, consumer attitude has more impact on how consumer accepts AI as used in marketing. The findings highlight the importance of appealing and fostering positive emotional responses to establish a favourable attitude that serves to increase consumer acceptance.

Keywords: AI Marketing, Consumer Perception, Consumer Attitude, Customer Acceptance, Technology Acceptance Model (TAM), Digital Marketing, Generative AI