Determinasi Adopsi Generative AI Pada UKM Indonesia: Studi Empiris Chatgpt Berbasis TAM–TOE
DOI:
https://doi.org/10.37385/msej.v6i6.9879Keywords:
ChatGPT, Adopsi Generative AI, Niat Adopsi, Pemilik UKM, Technology Acceptance Model, Technology Organization Environment.Abstract
Perkembangan teknologi kecerdasan buatan, khususnya generative AI seperti ChatGPT, membuka peluang baru bagi usaha kecil dan menengah dalam meningkatkan efisiensi, kreativitas, dan daya saing bisnis. Namun, tingkat adopsi teknologi ini pada UKM masih beragam dan dipengaruhi oleh berbagai faktor yang belum sepenuhnya dipahami secara komprehensif. Oleh karena itu, penelitian ini menjadi penting untuk menjelaskan mekanisme yang membentuk niat dan perilaku aktual pemilik UKM dalam mengadopsi ChatGPT. Penelitian ini bertujuan untuk menganalisis faktor faktor yang memengaruhi niat pemilik UKM dalam mengadopsi ChatGPT serta menjelaskan peran niat sebagai penghubung antara faktor teknologi, organisasi, dan lingkungan dengan perilaku penggunaan aktual. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Populasi penelitian adalah pemilik UKM yang beroperasi di Jawa Tengah, Jawa Timur, dan Daerah Istimewa Yogyakarta. Teknik pengambilan sampel menggunakan judgmental sampling dengan jumlah sampel sebanyak 237 responden yang memenuhi kriteria penggunaan dan pemahaman dasar teknologi digital. Pengumpulan data dilakukan melalui survei daring dalam periode Juni hingga Juli 2025. Data dianalisis menggunakan Structural Equation Modeling dengan pendekatan Partial Least Squares. Hasil penelitian menunjukkan bahwa persepsi kemudahan dan kebermanfaatan teknologi, kesiapan organisasi, serta tekanan lingkungan berperan penting dalam membentuk niat adopsi ChatGPT, yang selanjutnya mendorong perilaku penggunaan aktual. Temuan ini mengimplikasikan bahwa keberhasilan adopsi generative AI pada UKM memerlukan pendekatan yang tidak hanya berfokus pada teknologi, tetapi juga kesiapan internal dan dukungan ekosistem bisnis.
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