| NIM | C1B021076 |
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| Namamhs | MUHAMMAD HAIKAL FAQIH |
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| Judul Artikel | PENGARUH SIKAP TERHADAP AI DALAM MENINGKATKAN NIAT BELI PENGGUNA SHOPEE DENGAN INOVATIVITAS KONSUMEN SEBAGAI VARIABEL MODERASI |
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| Abstrak (Bhs. Indonesia) | Integrasi Artificial Intelligence (AI) dalam platform e-commerce telah mengubah cara konsumen berinteraksi dan mengambil keputusan pembelian. Namun, sikap konsumen terhadap AI dan peran inovativitas konsumen dalam memengaruhi niat beli masih belum banyak dikaji, khususnya di pasar negara berkembang. Penelitian ini bertujuan untuk menganalisis pengaruh perceived usefulness, perceived ease of use, perceived enjoyment, dan perceived risk terhadap sikap terhadap AI, serta pengaruh sikap terhadap AI terhadap niat beli dengan inovativitas konsumen sebagai variabel moderasi pada pengguna Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan desain kausalitas. Data dikumpulkan melalui kuesioner daring dari 210 pengguna Shopee di Kabupaten Banyumas yang pernah berinteraksi dengan fitur AI. Analisis data dilakukan menggunakan Structural Equation Modeling berbasis Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa perceived usefulness, perceived ease of use, dan perceived enjoyment berpengaruh positif dan signifikan terhadap sikap terhadap AI, sedangkan perceived risk berpengaruh negatif dan signifikan. Sikap terhadap AI terbukti berpengaruh positif dan signifikan terhadap niat beli. Selain itu, inovativitas konsumen secara signifikan memperkuat pengaruh sikap terhadap AI terhadap niat beli. Penelitian ini memperluas Technology Acceptance Model dalam konteks adopsi AI di e-commerce dan memberikan implikasi bagi pengembangan strategi pemasaran berbasis AI. |
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| Abtrak (Bhs. Inggris) | The integration of Artificial Intelligence (AI) into e-commerce platforms has transformed the way consumers interact and make purchasing decisions. However, consumer attitudes toward AI and the role of consumer innovativeness in influencing purchase intentions remain understudied, particularly in emerging markets. This study aims to analyze the influence of perceived usefulness, perceived ease of use, perceived enjoyment, and perceived risk on attitudes toward AI, as well as the influence of attitudes toward AI on purchase intentions, with consumer innovativeness as a moderating variable among Shopee users. This study used a quantitative approach with a causality design. Data were collected through an online questionnaire from 210 Shopee users in Banyumas Regency who had interacted with AI features. Data analysis was performed using Structural Equation Modeling based on Partial Least Square (SEM-PLS). The results showed that perceived usefulness, perceived ease of use, and perceived enjoyment had a positive and significant effect on attitudes toward AI, while perceived risk had a negative and significant effect. Attitudes toward AI were shown to have a positive and significant effect on purchase intentions. In addition, consumer innovativeness significantly strengthened the influence of attitudes toward AI on purchase intentions. This research extends the Technology Acceptance Model in the context of AI adoption in e-commerce and provides implications for the development of AI-based marketing strategies. |
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| Kata kunci | Sikap terhadap AI, Niat Beli, Inovativitas Konsumen, Perceived Usefulness, Perceived Risk, Perceived Ease of Use, Perceived Enjoymeny, Shopee. |
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| Pembimbing 1 | Prof. Dr. Suliyanto, M.M |
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| Pembimbing 2 | - |
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| Pembimbing 3 | - |
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| Tahun | 2026 |
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| Jumlah Halaman | 11 |
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| Tgl. Entri | 2026-02-13 10:46:22.657785 |
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