Pengaruh Recommendation Reliability dan Recommendation Accuracy terhadap Adoption Intention melalui AI Technology Trust pada Pengguna Shopee

Muhammad Rivaldiansyah; Agus Supriyanto

doi:10.37151/jsma.v18i1.284

Muhammad Rivaldiansyah Universitas Islam Negeri Sunan Kudus
Agus Supriyanto Universitas Islam Negeri Sunan Kudus

DOI: https://doi.org/10.37151/jsma.v18i1.284

Keywords: recommendation reliability, recommendation accuracy, AI technology trust, adoption intention

Abstract

Perkembangan teknologi artificial intelligence (AI) pada platform e-commerce mendorong perusahaan digital memanfaatkan sistem rekomendasi produk untuk meningkatkan pengalaman pengguna dan efektivitas pemasaran. Penelitian ini bertujuan untuk meneliti dampak recommendation reliability serta recommendation accuracy terhadap adoption intention melalui AI technology trust pada pengguna Shopee. Penelitian ini menerapkan metode kuantitatif dan menggunakan desain penelitian eksplanatori. Pengumpulan data dilakukan dengan menyebarkan kuesioner secara online kepada 140 responden pengguna Shopee yang pernah menggunakan atau melihat fitur rekomendasi produk berbasis AI. Teknik pengambilan sampel menggunakan purposive sampling. Proses analisis data menggunakan teknik Partial Least Squares–Structural Equation Modeling (PLS-SEM) yang didukung oleh perangkat lunak SmartPLS 4. Temuan penelitian menunjukkan bahwa recommendation reliability dan recommendation accuracy berpengaruh positif dan signifikan terhadap adoption intention maupun AI technology trust. Selain itu, AI technology trust juga terbukti memberikan dampak yang positif dan signifikan terhadap adoption intention serta dapat menjadi perantara bagi pengaruh recommendation reliability dan recommendation accuracy pada adoption intention. Hasil penelitian ini diharapkan dapat memperluas kajian mengenai perilaku konsumen digital sekaligus menjadi referensi dalam penerapan teknologi artificial intelligence di bidang e-commerce.

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