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

Abstract

The evolution of generative artificial intelligence, particularly ChatGPT, has transformed higher education, but understanding of the determinants of Adoption Intention among students remains limited. This study analyzes the influence of Awareness on Adoption Intention through the mediation of Perceived Ease of Use, Perceived Usefulness, and Perceived Intelligence, with Perceived Trust as a moderator based on the modified Technology Acceptance Model (TAM) framework. Using quantitative methods, data were collected from ChatGPT users among students at private universities in Bandung and analyzed using PLS-SEM. The results show that Awareness has a positive effect on the three mediating variables. Perceived Ease of Use and Perceived Usefulness are proven to significantly increase Adoption Intention, while Perceived Intelligence has no significant effect. The moderation findings reveal that Perceived Trust only strengthened the relationship between Awareness and Perceived Ease of Use. Perceived Intelligence did not mediate the effect of Awareness on Adoption Intention. This study confirms that the factors of benefits and ease of use are more dominant in determining Adoption Intention than technological intelligence. This research provides theoretical contributions to the artificial intelligence adoption model and practical implications for educational institutions in promoting the ethical use of this technology.. Keywords: Artificial Intelligence, ChatGPT, TAM, Awareness, Adoption Intention