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This research evaluates the impact of specific AI features in the Samsung S24 smartphone on brand experience and consumer purchase intentions. The Samsung S24 incorporates AI for diverse functions, especially for business support. AI-driven features are associated with the theories of Perceived Usefulness (PU) and Perceived Ease of Use (PEU). A quantitative approach was employed using a 5-point Likert scale questionnaire distributed via a Facebook Group. Purposive sampling across various cities in Indonesia yielded 299 responses. SPSS 23.0 was used for data processing and SMARTPLS 4.1.0 to test the hypotheses. The findings confirm that significant relationships between PU, PEU, and BE (Brand Experience), with BE playing a crucial role in influencing Purchase Intention (PI). Data analysis revealed a strong relationship between PU and BE, a weaker yet still significant relationship between PEU and BE, and a strong relationship between BE and PI. Additionally, while PU was found to have a significant and positive impact on PI, PEU did not significantly influence PI in this model. These results highlight the crucial role of AI features like Circle to Search, which enhances brand experience, and Live Translate, which shapes consumer purchase intentions. This study provides valuable insights for smartphone manufacturers, marketers, and AI developers by examining consumer preferences and the impact of AI features on purchase intent. These dynamics can guide product development, marketing strategies, and technological innovation in the smartphone industry. The findings serve as a guide for integrating AI features to optimize user engagement and market competitiveness.

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AI-Driven Features, Brand Experience, and Their Impacts on Purchase Intention: Samsung S24 Case Study in a Developing Country

  • 会议论文

  • 发表日期：

    2025年

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  • Muhammad Lukman Baihaqi Alfakihuddin,
  • Chandra Hendriyani,
  • Angelina Priscilla Tan,
  • Anindita Aulia Jasmine

摘要

This research evaluates the impact of specific AI features in the Samsung S24 smartphone on brand experience and consumer purchase intentions. The Samsung S24 incorporates AI for diverse functions, especially for business support. AI-driven features are associated with the theories of Perceived Usefulness (PU) and Perceived Ease of Use (PEU). A quantitative approach was employed using a 5-point Likert scale questionnaire distributed via a Facebook Group. Purposive sampling across various cities in Indonesia yielded 299 responses. SPSS 23.0 was used for data processing and SMARTPLS 4.1.0 to test the hypotheses. The findings confirm that significant relationships between PU, PEU, and BE (Brand Experience), with BE playing a crucial role in influencing Purchase Intention (PI). Data analysis revealed a strong relationship between PU and BE, a weaker yet still significant relationship between PEU and BE, and a strong relationship between BE and PI. Additionally, while PU was found to have a significant and positive impact on PI, PEU did not significantly influence PI in this model. These results highlight the crucial role of AI features like Circle to Search, which enhances brand experience, and Live Translate, which shapes consumer purchase intentions. This study provides valuable insights for smartphone manufacturers, marketers, and AI developers by examining consumer preferences and the impact of AI features on purchase intent. These dynamics can guide product development, marketing strategies, and technological innovation in the smartphone industry. The findings serve as a guide for integrating AI features to optimize user engagement and market competitiveness.