TECHNOLOGICAL INNOVATION: ADOPTION OF ARTIFICIAL INTELLIGENCE IN MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES)
Abstrak
Penelitian ini meneliti faktor-faktor yang mempengaruhi adopsi teknologi Artificial Intelligence (AI) di kalangan Usaha Mikro, Kecil, dan Menengah (UMKM) di Indonesia. Dengan mengintegrasikan Technology Acceptance Model (TAM) dan Unified Theory of Acceptance and Use of Technology (UTAUT), penelitian ini mengeksplorasi bagaimana persepsi kegunaan, persepsi kemudahan penggunaan, dan pengaruh sosial mempengaruhi sikap dan niat perilaku UMKM terhadap adopsi AI. Metode kuantitatif menggunakan analisis jalur dan pemodelan persamaan struktural (SEM) digunakan untuk menguji hubungan antara variabel independen (adopsi AI) dan variabel dependen (kinerja UMKM), dengan analisis data yang dilakukan menggunakan perangkat lunak Smart PLS 4.0. Pendekatan kuantitatif digunakan untuk mengukur variabel berdasarkan Technology Acceptance Model (TAM) dan Unified Theory of Acceptance and Use of Technology (UTAUT). Penelitian ini mengeksplorasi faktor-faktor yang mempengaruhi adopsi dan pemanfaatan kecerdasan buatan (AI) pada usaha kecil dan menengah (UKM) dengan menggunakan kerangka kerja yang menggabungkan TAM dan UTAUT. Temuan menyoroti bahwa persepsi kegunaan dan efektivitas secara positif membentuk sikap terhadap AI, seperti halnya kemudahan penggunaan dan ekspektasi usaha. Kemudahan penggunaan juga meningkatkan persepsi kegunaan dan efektivitas AI. Niat perilaku untuk mengadopsi AI dipengaruhi oleh manfaat yang dirasakan, kemudahan penggunaan, dan pengaruh sosial, dengan jenis kelamin, usia, dan pengalaman yang memoderasi efek-efek ini. Sikap terhadap AI sangat mendorong niat perilaku, yang kemudian mengarah pada penggunaan aktual. Kondisi yang memfasilitasi, seperti dukungan teknologi dan infrastruktur, juga memainkan peran penting dalam memungkinkan penggunaan, terutama bagi pengguna yang berpengalaman dan ketika adopsi bersifat sukarela. Temuan ini menekankan pentingnya kegunaan, nilai yang dirasakan, dan faktor kontekstual dalam mendorong adopsi AI di UKM.
Referensi
ACKNOWLEDGEMENT
This article is the output of a research grant for the regular Beginner Lecturer Research Program (PDP) scheme funded by the Directorate of Research, Technology and Community Service (DRTPM) with research grant contract number 112/E5/PG.02.00.PL/2024, 010/LL10/PG.AK/2024, 018.3/UAdz.1.2/Penelitian/2024. Thank you also to Adzkia University and those who have assisted in this research.
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