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All Journal IQTISHODUNA Miftah
Afifah, Yans Nur
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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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.
Identifikasi Faktor Yang Mempengaruhi Keputusan Penggunaan Bank Digital Generasi Z Di Purwokerto Sulasih, Sulasih; Kurnia, Maulidha Tri; Afifah, Yans Nur
Miftah : Jurnal Ekonomi dan Bisnis Islam Vol. 4 No. 1 (2026): April 2026
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/m9wcwz44

Abstract

The study aims to examine the influence of three independent variables: digital literacy, brand image, and promotion on the decision to use Superbank. This study uses a quantitative approach with a survey method through a questionnaire distributed to 385 Generation Z respondents who are superbank users in Purwokerto. The sampling technique used purposive sampling with criteria such as age and use of superbank. Data were analyzed using classical assumption tests and multiple linear regression using SPSS version 26. The results showed that all three variables simultaneously had a significant effect on the decision to use. Partially, digital literacy and promotion had a positive and significant effect. Meanwhile, brand image did not have a significant effect. The insignificance of brand image is because superbanks are still relatively new and do not have strong differentiation. This generation is more driven by direct experience and practical value offered through promotions or service features, rather than solely brand image.
Co-Authors Fikriah, Nur Laili Kurnia, Maulidha Tri Prahasta, Luqman Rabbani Sulasih Sulasih