Pengaruh AI-Generated Content di Media Sosial terhadap Brand Image KFC Indonesia dengan Persepsi Konsumen sebagai Variabel Mediasi

Abstract

This study aims to analyze the influence of Artificial Intelligence-Generated Content (AIGC) on social media on KFC Indonesia's brand image, with consumer perception as a mediating variable. The background of this study is the high internet penetration and consumer exposure to digital content in Bali, as well as the need for brands to maintain a positive image in the digital era. The method used is a quantitative survey approach, involving 150 respondents, social media users in Denpasar City, who were selected through purposive sampling. Data were collected using an online questionnaire and analyzed using Partial Least Squares (PLS-SEM). The results show that AIGC has a positive and significant influence on consumer perception, which in turn strengthens KFC's brand image. In addition, AIGC also has a direct influence on brand image. Consumer perception is proven to mediate the relationship between AIGC and brand image, so the influence of AI content on brand image occurs not only directly, but also through the formation of positive consumer perceptions. These findings confirm that consumer perception is a key factor that bridges the use of AI content with strengthening KFC Indonesia's brand image. This study provides academic contributions to AIGC literature and practical implications for digital marketing strategies, particularly in utilizing AI technology to strengthen brand image through social media.