<![CDATA[Penggunaan teknologi Artificial Intelligence (AI) dalam industri kecantikan terus meningkat sebagai sarana membantu para konsumen dalam pemilihan produk. Penelitian ini bertujuan untuk menguji pengaruh perceived ease of use, perceived usefulness dan norma subjektif terhadap niat untuk menggunakan teknologi AI pada pemilihan produk kecantikan. Wanita dewasa muda menjadi fokus subjek pada penelitian ini sebagai target market terbasar dari industri kecantikan. Sebanyak 105 responden menjadi sampel dalam penelitian kuantitaif dengan metode purposive sampling. Pengolahan data menggukan aplikasi Smart-PLS menghasilkan bahwa perceived ease of use, perceived usefulness dan norma subjektif secara signifikan berpengaruh terhadap niat untuk menggunakan teknologi AI. Disisi lain norma subjektif tidak berpengaruh terhadap perceived usefulness. The use of artificial intelligence (AI) technology in the beauty industry continues to increase as a means of helping consumers in product choices. The research aims to test the influence of perceived ease of use, perceved usefulness and subjective norms on the intention to use AI technology on the selection of beauty products. Young adult women became the subject focus on this study as the most targeted market based of the beauty industry. A total of 105 respondents were sampled in quantitative research using purposive sampling method. Data processing by Smart-PLS applications results in the perceptual ease of use, perceived usefulness and subjective norms having a significant influence on the intention to use AI technology. On the other hand, subjective norms do not influence perceived usefulness.]]>
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