THE INFLUENCE OF CONTENT ORIGIN ON TRUST AND ENGAGEMENT: A COMPARATIVE STUDY OF AIGENERATED AND HUMAN-GENERATED CONTENT FOR INDONESIAN COMMUNICATION AND INFORMATION INDUSTRY

• Main Author: Ibnusina Wiyono, Muhamad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83549
• Institution: Institut Teknologi Bandung

This thesis examines the differential impacts of AI-generated and humangenerated content on customer trust and brand engagement within Indonesia's communication and information industry. By focusing solely on quantitative analyses, the study measures how perceptions of trust and engagement vary depending on the source of content creation. The research employs a structured survey methodology, gathering responses from 240 participants to quantitatively assess their reactions to both types of content across established dimensions of trust—competence, integrity, and benevolence—and engagement—cognitive processing, emotional affection, and behavioral activation. The core objective of this study is to identify whether AI-generated content can match or exceed the trust and engagement levels typically associated with humangenerated content. Using statistical tools such as regression and correlation analysis, the study explores the nuanced dynamics of how content generated by different sources influences consumer behavior and perceptions in the digital age. Results indicate a clear preference for human-generated content in fostering trust and engagement among consumers. Human-generated content significantly outperforms AI-generated content in trustworthiness, particularly in dimensions of integrity and benevolence, which are critical for establishing deep and meaningful connections with the audience. This enhanced trust strongly correlates with increased brand engagement, leading to more intense cognitive involvement, emotional connection, and active consumer behavior. Conversely, while AI-generated content demonstrates competence, especially in handling extensive data and maintaining consistency, it lacks the emotional depth and ethical judgment that are vital for creating substantial consumer trust and engagement. These findings suggest that despite AI's efficiency in content production, its current application in generating consumer-facing content requires careful integration with human oversight to ensure the authenticity and emotional resonance that are essential for effective brand communication. The thesis advocates for a balanced strategy that leverages AI’s strengths in data processing and initial content generation, supplemented by human creativity and ethical insights. This hybrid approach is recommended to optimize operational efficiencies without compromising the quality of engagement, thus maintaining the authenticity and ethical standards essential for building strong customer relationships. In conclusion, this research underscores the necessity of integrating human insight with AI capabilities to enhance content strategies within the communication and information sector. The findings provide empirical evidence that while AI can support content creation processes, human involvement remains crucial in areas requiring emotional depth and ethical considerations. Strategic recommendations include adopting a complementary model where AI supports but does not replace human creativity, ensuring that content strategies effectively build trust and foster engagement in Indonesia’s evolving digital landscape.