Analisis Faktor-Faktor Yang Memengaruhi Niat Dan Perilaku Penggunaan Artificial Intelligence Pada Konsumen Berbasis Model UTAUT2
DOI:
https://doi.org/10.37385/beqct206Keywords:
Artificial Intelligence, UTAUT2, Behavioral Intention, Use Behavior, Konsumen Digital, PLS-SEM.Abstract
Kemajuan artificial intelligence (AI) membawa perubahan pada cara konsumen berinteraksi dengan teknologi digital, mulai dari menelusuri informasi, menyusun konten, merampungkan tugas, hingga menopang proses pengambilan keputusan. Keberhasilan penerapan AI ternyata tidak semata ditentukan kapabilitas teknis, melainkan turut ditopang sikap penerimaan serta perilaku dari sisi pemakai. Kajian ini bertujuan menelaah determinan yang membentuk niat perilaku sekaligus perilaku penggunaan nyata atas layanan AI melalui kerangka Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Metode yang ditempuh bersifat kuantitatif melalui rancangan survei potong lintang yang melibatkan 150 pemakai layanan AI di Kota Yogyakarta, Kabupaten Bantul, serta Kabupaten Sleman. Pengolahan data ditempuh memakai Partial Least Squares Structural Equation Modeling (PLS-SEM) berbantuan SmartPLS 4. Temuan memperlihatkan ekspektasi kinerja, ekspektasi usaha, pengaruh sosial, nilai harga, serta kebiasaan memberi dampak positif signifikan pada niat perilaku memakai AI. Adapun perilaku penggunaan nyata AI dibentuk secara positif signifikan oleh niat perilaku, kondisi pendukung, dan kebiasaan. Hasil tersebut mengindikasikan bahwa penerapan AI lahir dari perpaduan antara manfaat teknologis, kepraktisan pemakaian, dorongan lingkungan sekitar, pertimbangan ekonomis, serta rekam pengalaman pemakaian terdahulu.
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