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All Journal IQTISHODUNA Jurnal Computech & Bisnis (e-Journal) Jurnal Promosi Pendidikan Ekonomi Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam Idaarah: Jurnal Manajemen Pendidikan Jurnal Ilmiah Manajemen dan Bisnis Journal of Industrial Engineering & Management Research (JIEMAR) JOURNAL OF ECONOMICS EDUCATION AND ENTREPRENEURSHIP Ar Rehla: Journal of Islamic Tourism, Halal Food, Islamic Traveling, and Creative Economy Indonesian Community Journal Journal of Management and Digital Business Ar Rehla: Journal of Islamic Tourism, Halal Food, Islamic Traveling, and Creative Economy
Fikriah, Nur Laili
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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Journal : IQTISHODUNA

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The Role of Social Media Use in Shaping Trust and Purchase Intention for Generative AI Technologies Prahasta, Luqman Rabbani; Fikriah, Nur Laili; Afifah, Yans Nur
IQTISHODUNA IQTISHODUNA (Vol. 21, No. 1, 2025)
Publisher : Fakultas Ekonomi, UIN Maliki Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/iq.v21i1.31667

Abstract

This research investigates the role of social media use in shaping trust and purchase intention for Generative AI (GenAI) technologies among university students. Utilizing a quantitative approach with primary data collected through questionnaires from 160 students in Malang, Indonesia, this study employs Partial Least Squares Path Modeling (PLS-PM) for data analysis. The results indicate that sociability, usability, dependency, and involvement in social media significantly influence social media usage. Social media usage, in turn, significantly impacts both trust in GenAI and, to a lesser extent, purchase intention. Moreover, trust has a strong positive effect on purchase intention. Importantly, the study confirms that trust mediates the relationship between social media use and purchase intention. These findings highlight the crucial role of social media in shaping consumer behavior and the significance of trust in promoting adoption of new technologies like GenAI.
Co-Authors Afifah, Yans Nur Amani, Nazwa Nur Amelindha Vania Anwar, Farha Kamilatun Kamilatun Nuha Aziza, Aqualerra Dewi Azizuddin, Imam Febrianti, Sindi Ikhsan Maksum Kartika Anggraeni Sudiono Putri Latifah, Silvi Zulia Mahendra, Achmad Muzakki Mayasari, Agatha Mega Noerman Ningtyas Ningtyas, Mega Norman Prahasta, Luqman Rabbani Su'ud, Fikriyatul Azizah Su’ud, Fikriyatul Azizah Umam, Aliqul Khoiril