Pengaruh Awareness Terhadap Adoption Intention Melalui Perceived Ease Of Use, Perceived Usefulness, Dan Perceived Intelligence Serta Moderasi Perceived Trust Pada Mahasiswa Pengguna Chatgpt Di Perguruan Tinggi Swasta Kota Bandung
Abstrak
Perkembangan artificial Intelligence generatif khususnya ChatGPT telah mentransformasi pendidikan tinggi, namun pemahaman mengenai determinan niat adopsinya pada kalangan mahasiswa masih terbatas. Penelitian ini menganalisis pengaruh Awareness terhadap Adoption Intention melalui mediasi Perceived Ease of Use, Perceived Usefulness, dan Perceived Intelligence serta Perceived Trust sebagai moderasi dalam kerangka Technology Acceptance Model (TAM) modifikasi. Menggunakan metode kuantitatif, data dikumpulkan dari mahasiswa pengguna ChatGPT di perguruan tinggi swasta Kota Bandung dan dianalisis menggunakan PLS-SEM. Hasil menunjukkan Awareness berpengaruh positif terhadap ketiga variabel mediasi. Perceived Ease of Use dan Perceived Usefulness terbukti signifikan meningkatkan niat adopsi, sedangkan Perceived Intelligence tidak berpengaruh signifikan. Temuan moderasi mengungkap bahwa Perceived Trust hanya memperkuat hubungan antara Awareness dan Perceived Ease of Use. Selain itu, Perceived Intelligence tidak berhasil memediasi pengaruh Awareness terhadap Adoption Intention. Studi ini menegaskan bahwa faktor manfaat dan kemudahan penggunaan lebih dominan mendorong niat adopsi dibandingkan kecerdasan teknologi tersebut. Penelitian ini memberikan kontribusi teoretis bagi model adopsi artificial Intelligence dan implikasi praktis bagi institusi pendidikan dalam mendorong pemanfaatan teknologi ini dengan etis. Kata Kunci: Artificial Intelligence, ChatGPT, TAM, Awareness, Adoption Intention
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