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All Journal DERIVATIF Journal of Economic, Bussines and Accounting (COSTING) Jurnal Ilmiah Akuntansi Manajemen Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) The Indonesian Journal of Accounting Research ARSY : Jurnal Aplikasi Riset kepada Masyarakat Jurnal IlmiahManajemen, Bisnis dan Ekonomi Kreatif Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka Jurnal Pengabdian Masyarakat Berkarya Journal Economics Technology and Entrepreneur JIM : Journal Of International Management
Inayah Abdillah Rabbani
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Transportation Other

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PENGARUH KEPERCAYAAN DAN KEMANFAATAN TEKNOLOGI AI, TERHADAP NIAT UNTUK MENGADOPSI KEPUTUSAN AI CHATBOT PADA SHOPEE DI KOTA KENDARI DENGAN DIALOG YANG DIRASAKAN SEBAGAI VARIABEL MODERASI Sani, Siti Mutmainnah; Maksar, Muhammad Sofian; Rabbani, Inayah Abdillah
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 4 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/32m5hq07

Abstract

Penelitian ini menganalisis pengaruh kepercayaan dan kemanfaatan teknologi kecerdasan buatan (AI) terhadap niat adopsi AI chatbot di platform e-commerce Shopee di Kota Kendari. Dialog yang dirasakan berperan sebagai variabel moderasi dalam hubungan tersebut. Latar belakang penelitian ini adalah perkembangan AI dalam e-commerce dan pentingnya peran AI chatbot dalam meningkatkan pengalaman pelanggan, di mana kepercayaan konsumen menjadi faktor kunci. Penelitian ini menggunakan pendekatan kuantitatif, mengumpulkan data dari pengguna Shopee Generasi Z di Kendari melalui kuesioner.Analisis dilakukan dengan metode Structural Equation Model (SEM) dan Partial Least Square (PLS) menggunakan SmartPLS. Hasil awal menunjukkan bahwa kepercayaan dan kemanfaatan memiliki pengaruh positif terhadap niat adopsi AI chatbot. Selain itu, dialog yang dirasakan juga dihipotesiskan sebagai variabel moderasi positif antara kepercayaan dan niat adopsi.Manfaat dari penelitian ini adalah untuk menambah pengetahuan akademik tentang pengaruh AI dalam e-commerce dan menjadi referensi untuk penelitian di masa mendatang. Selain itu, hasil penelitian ini juga dapat digunakan oleh pengguna dan pengembang Shopee sebagai masukan untuk mengembangkan fitur chatbot yang lebih responsif dan meningkatkan kepuasan pelanggan. Ini diharapkan dapat memberikan wawasan mengenai perilaku konsumen Gen Z terhadap adopsi teknologi AI. Temuan ini juga dapat menjadi masukan bagi Shopee untuk mengembangkan fitur chatbot yang lebih efektif dan dapat meningkatkan kepercayaan serta loyalitas pelanggan.
The FoMO and Impulsive Buying: The Mediating Role of Social Media Comparison and Moderating Effect of Social Media Envy: A study among Indonesian Gen Z Social Media Users Hizbullah, Saif Syahsyah; Rabbani, Inayah Abdillah; Swastika, Yuan; Maksar, Muhammad Sofian
Jurnal Ilmiah Akuntansi Manajemen Vol. 9 No. 1 (2026): April
Publisher : Fakultas Ekonomi, Universitas Muhammadiyah Buton

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Abstract

This study aims to investigate the influence of Fear of Missing Out (FoMO) on Impulsive Buying (IB), with Social Media Comparison (SMC) examined as a mediating variable and Social Media Envy (SME) as a potential moderator. The research addresses the increasing psychological impact of social media usage on consumer behavior, particularly among digital-native users—especially Gen Z aged 17 to 28 years who visit coffee shops as a lifestyle activity at least once per month. A quantitative survey approach was employed, and data were collected from 112 respondents using an online questionnaire. All constructs were tested for validity and reliability, with Cronbach’s alpha values ranging from 0.68 to 0.79. Confirmatory Factor Analysis (CFA) indicated good model fit (CFI = 0.926, TLI = 0.907, RMSEA = 0.065). Structural Equation Modeling (SEM) was used to test the hypothesized relationships. The results show that FoMO has a significant direct effect on impulsive buying behavior (β = 0.641, p = 0.007), confirming its central role. However, the mediating effect of SMC was not supported, as the indirect path was not statistically significant (p = 0.258). Similarly, moderation analysis using interaction regression revealed that SME did not significantly moderate the effect of SMC on IB (p = 0.109), although SME had a significant direct effect on IB (p < 0.001). Multi-group analysis based on gender showed that the influence of FoMO on IB was stronger and statistically significant among female participants compared to males. These findings suggest that FoMO is a consistent predictor of impulsive buying in social media contexts, although the expected mediating and moderating mechanisms through comparison and envy may not be as influential as theorized.
Co-Authors An Najjar M. Thahir Andi Aris Mattunruang Ertambang Nahartyo Hizbullah, Saif Syahsyah Ilham Ilham Lapau, Fitri Muhammad Sofian Maksar Muhammad Sofian Maksar Mustam Mustam Nisrina Hamid Nurafiah Aswawi Pitri Pitri Prisilia Moita, Pilsa Randy Beby Puspita Sarijayadi Rizki, Selvi Diliyanti Rizky, Selvi Diliyanti Sani, Siti Mutmainnah Saputra, Idul Sofian Maskar, Muhammad Yuan Swastika Yuan Swastika