Human-Centric AI Marketing, AI Trust, Customer Well-Being, and Digital Loyalty in Society 5.0

Abstract

Research Aim: This study examines the influence of human-centric AI marketing on consumer trust, customer well-being, and digital loyalty within the Society 5.0 framework, while uncovering the mediating mechanisms connecting these four constructs integratively. Design/Methods/Approach: A quantitative approach was employed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) via SmartPLS 4.0. Data were collected from 300 Indonesian digital consumers through a seven-point Likert questionnaire and analyzed using a 5,000-subsample bootstrapping procedure. Research Finding: All five hypotheses were statistically supported. The full mediation chain HCAM → AI Trust → Customer Well-Being → Digital Loyalty was validated, with AI Trust → Digital Loyalty emerging as the strongest predictor (β = 0.451). The model demonstrated substantial predictive capacity with Digital Loyalty R² = 0.618 and acceptable fit indices (SRMR = 0.061; NFI = 0.934). Theoretical Contribution/Originality: This study introduces customer well-being as a mediating variable bridging AI trust and digital loyalty, filling a significant literature gap through an integrative framework within the Society 5.0 perspective. Practitioner/Policy Implication: Marketing practitioners are advised to position algorithmic transparency and customer well-being as strategic KPIs equivalent to conventional conversion metrics. Research Limitation: The study is limited to Indonesian digital consumers using self-reported surveys, warranting cross-cultural generalization and longitudinal validation in future research.