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All Journal Eduvest - Journal of Universal Studies
Wahyuni, Danna
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Aerospace Engineering Computer Science & IT Health Professions Neuroscience Social Sciences

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The Role of Information Technology in Explaining the Impact of Artificial Intelligence on Enhancing the User Experience of Generation Z Social Media Users in Semarang City Wahyuni, Danna; Hendar, Hendar
Eduvest - Journal of Universal Studies Vol. 5 No. 12 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i12.52343

Abstract

This study aims to explain the role of information technology in mediating the impact of artificial intelligence on enhancing user experience among Generation Z social media users in Semarang City. The research employs a quantitative approach with an explanatory research method, involving 200 respondents from Generation Z who are active users of the Shopee e-commerce platform. Data were collected through online questionnaires and analyzed using the Partial Least Squares (PLS 4.0) method. The results of the study show that artificial intelligence has a positive and significant effect on user experience in social media. Artificial intelligence has a positive and significant effect on augmented reality. Artificial intelligence has a positive and significant effect on virtual influencers. Artificial intelligence has a positive and significant effect on chatbots. Augmented reality has a positive and significant effect on user experience in social media. Virtual influencers have a positive and significant effect on user experience in social media. Chatbots have a positive and significant effect on user experience in social media.
Co-Authors Hendar Hendar, Hendar