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"Perkembangan financial technology dan perangkat mobile di Indonesia menjadi peluang besar bagi mobile payment untuk terus bertumbuh dengan pesat. Sebagai mobile-first country, situasi ini mendapat sambutan yang baik dari masyarakat Indonesia, khususnya bagi mereka yang menganut tren cashless society. Hal ini mendorong masifnya pengadopsian aplikasi mobile payment di kalangan masyarakat Indonesia. Seiring dengan fenomena tersebut, penelitian ini hendak menganalisis perilaku continuance intentions masyarakat dalam menggunakan aplikasi mobile payment dengan melibatkan variabel customer-perceived satisfaction with mobile payment applications’ qualities, customer-perceived satisfaction with mobile payment applications’ securities, customer use experience, customer-perceived expectations, customer brand loyalty, rewards sebagai anteseden. Penelitian ini dilaksanakan melalui survei dengan judgemental sampling yang melibatkan 318 responden berusia 19 – 54 tahun yang berdomisili di Jabodetabek dan menggunakan aplikasi mobile payment dalam satu bulan terakhir. Peneliti mengolah data dengan menggunakan metode structural equation modelling (SEM) melalui software LISREL 8.8. Hasil penelitian menunjukkan bahwa customer-perceived satisfaction with mobile payment applications’ qualities dan customer-perceived satisfaction with mobile payment applications’ securities berpengaruh positif terhadap customer use experience. Selanjutnya, customer use experience berpengaruh positif terhadap customer-perceived expectations. Di samping itu, customer-perceived expectation berpengaruh positif terhadap customer brand loyalty yang juga berpengaruh positif terhadap continuance intentions. Demikian pula continuance intentions dipengaruhi secara positif oleh rewards.

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The development of financial technology and mobile devices became a great opportunity for the rapid growth of mobile payment in Indonesia. As a mobile-first country, this situation got favorable responses from Indonesians, especially for those who adhere to cashless society trend. This led to a massive adoption of mobile payment applications among Indonesians. In line with this phenomenon, this study intended to analyze continuance intentions in using mobile payment involving the variable customer-perceived satisfaction with mobile payment applications’ qualities and securities, customer use experience, customer perceived expectations, customer brand loyalty, and rewards as antecedents. This research was conducted through judgmental-sampling survey involving 318 respondents aged 19 - 54 years who were domiciled in Jabodetabek and used the mobile payment application in the past month. The researcher processed the data using the structural equation modeling (SEM) method through LISREL 8.8 software. The results of the study show that customer-perceived satisfaction with mobile payment applications 'qualities and securities have positive effect on customer use experience. Furthermore, customer use experience has positive effect on customer-perceived expectations. In addition, customer-perceived expectation has positive effect on customer brand loyalty which also has positive effect on continuance intentions. Likewise, continuance intentions are positively influenced by rewards."

"Perkembangan teknologi tengah mengalami kemajuan pesat di seluruh dunia termasuk Indonesia khususnya di integrasi Artificial Intelligence (AI) di berbagai sektor, salah satunya adalah penggunaan virtual influencer sebagai social media endorser. Penelitian ini menganalisis pengaruh Virtual Influencer’s Perceived Anthropomorphism terhadap Satisfaction With Experience dan Purchase Intention yang dimediasi oleh Social Presence, Cognitive Response (Credibility dan Perceived Usefulness), dan Affective Response (Perceived Enjoyment dan Flow) pada konsumen kalangan Gen Z di Indonesia. Dengan fokus penelitian pada Arbie Seo, virtual influencer yang sedang tren di Indonesia, penelitian ini menggunakan 479 sa­­mpel data responden melalui penyebaran kuesioner online kepada responden yang pernah melihat konten Arbie Seo sebagai virtual influencer di media sosial. Hasil penelitian menunjukkan bahwa Virtual Influencer’s Perceived Anthropomorphism, Social Presence, Perceived Usefulness, dan Perceived Enjoyment yang memiliki pengaruh signifikan terhadap Satisfaction With Experience. Begitu juga Satisfaction With Experience yang memiliki pengaruh signifikan terhadap Purchase Intention. Sedangkan, Credibility dan Flow tidak berpengaruh signifikan terhadap Satisfaction With Experience. Temuan dalam penelitian ini dapat digunakan perusahaan untuk mempertimbangkan aspek dan karakteristik virtual influencer sebagai endorser produk mereka di kalangan Gen Z.

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The rapid advancement of technology, particularly in Indonesia, has led to the integration of Artificial Intelligence (AI) across various sectors, such as the use of virtual influencers as social media endorsers. This study aims to analyze the impact of Virtual Influencer's Perceived Anthropomorphism towards Satisfaction With Experience and Purchase Intention, mediated by Social Presence, Cognitive Response (Credibility and Perceived Usefulness), and Affective Response (Perceived Enjoyment and Flow) among Gen Z consumers in Indonesia. Focusing on Arbie Seo, a trending virtual influencer in Indonesia, the study employs 479 respondent data samples collected through an online questionnaire to specific respondents who have watch Arbie Seo's content as a virtual influencer on social media. The findings show that Virtual Influencer's Perceived Anthropomorphism, Social Presence, Perceived Usefulness, and Perceived Enjoyment have significant effect on Satisfaction With Experience. In turn, Satisfaction With Experience also affect Purchase Intention significantly. However, Credibility and Flow do not have significant effect on Satisfaction With Experience. These findings can help companies in considering aspects and characteristics of virtual influencers as endorsers for their products among Gen Z consumers."