Electronic Theses and Dissertation

ABSTRAK
Abstrak Tesis diserahkan kepada Panitia Komisi Ujian untuk mendapatkan Gelar
Magister Manajemen pada Fakultas Ekonomi dan Bisnis Universitas Syiah Kuala
NIAT PENGGUNA UNTUK MENGGUNAKAN KEMBALI CHATGPT:
MENILAI DAMPAK DARI PERSEPSI KEGUNAAN, PERSEPSI
KEMUDAHAN PENGGUNAAN, DAN KEPERCAYAAN PADA
KECERDASAN BUATAN

Oleh
NURUSSILMI
NIM: 2201202010019
Konsentrasi : Pemasaran
Penelitian ini menguji pengaruh Technology Acceptance Model (TAM) terhadap
Perceived Usefulness, Perceived Ease of Use, dan Trust in AI terhadap Customer
Satisfaction serta dampaknya terhadap Reuse Intention, dengan Profil Pelanggan
(Usia) sebagai variabel pemoderasi pada pengguna ChatGPT di Provinsi Aceh.
Menggunakan pendekatan kuantitatif dengan 271 responden, data dikumpulkan
melalui kuesioner dan dianalisis menggunakan PLS-SEM. Hasil penelitian
menunjukkan bahwa semua variabel berada dalam kategori yang cukup baik. Hasil
pengujian hipotesis membuktikan bahwa Perceived Usefulness, Perceived Ease of
Use, dan Customer Satisfaction memiliki pengaruh positif dan signifikan terhadap
Reuse Intention, sedangkan Trust in AI tidak menunjukkan dampak langsung yang
signifikan. Kemudian, Perceived Usefulness, Perceived Ease of Use, dan Trust in
AI secara signifikan dan positif memengaruhi Customer Satisfaction. Selain itu,
Customer Satisfaction secara signifikan memediasi pengaruh Perceived
Usefulness, Perceived Ease of Use, dan Trust in AI terhadap Reuse Intention, namun
usia tidak secara signifikan memoderasi Perceived Usefulness dan Perceived Ease
of Use terhadap Reuse Intention. Studi ini menyarankan agar para developer AI
tetap memprioritaskan peningkatan kegunaan ChatGPT yang praktis. Selain itu,
mempertahankan antarmuka yang ramah pengguna dan proses interaksi yang
sederhana juga diperlukan untuk memastikan bahwa pengguna dapat menggunakan
ChatGPT dengan lebih mudah. Peningkatan untuk kemudahan penggunaan juga
diharapkan agar dapat meningkatkan pengalaman pengguna secara keseluruhan,
serta upaya untuk memperkuat kepercayaan pengguna terhadap teknologi AI
melalui transparansi, keandalan, dan akuntabilitas yang lebih besar.

Kata Kunci: ChatGPT, Teori TAM, Trust in AI, Customer Satisfaction, Reuse
Intention, Usia.

ABSTRACT Abstract of Thesis Submitted to The Examination Committee in partial fulfilment of the requirements for the degree of Master of Management on the Economics and Business Faculty of Syiah Kuala University. USER REUSE INTENTION TOWARD CHATGPT: ASSESSING THE EFFECTS OF PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, AND TRUST IN ARTIFICIAL INTELLIGENCE By NURUSSILMI NIM: 2201202010019 This study examines the effect of Technology Acceptance Model (TAM) Perceived Usefulness, Perceived Ease of Use, and Trust in AI on Customer Satisfaction and its impact on Reuse Intention, with Customer Profile (Age) as a moderating variable among ChatGPT users in Aceh Province. Utilizing a quantitative approach with 271 respondents, data were gathered via questionnaires and analyzed using PLS-SEM. Descriptive findings indicate that all variables are in a reasonably good category. Hypothesis testing revealed that Perceived Usefulness, Perceived Ease of Use, and Customer Satisfaction have positive and significant effects on Reuse Intention, whereas Trust in AI showed no significant direct impact. Furthermore, Perceived Usefulness, Perceived Ease of Use, and Trust in AI significantly and positively affect Customer Satisfaction. Additionally, Customer Satisfaction significantly mediates the effects of Perceived Usefulness, Perceived Ease of Use, and Trust in AI on Reuse Intention, and Age does not significantly moderate the Perceived Usefulness and Perceived Ease of Use towards Reuse Intention. The study suggests that improving the practical usefulness of ChatGPT should remain a priority for AI developers. In addition, maintaining a user-friendly interface and simple interaction process is also necessary to ensure that users can utilize ChatGPT with minimal effort. An improvement in usability is also expected to enhance overall user experiences, and efforts should be made to strengthen users’ trust in AI technologies through greater transparency, reliability, and accountability. Keywords: ChatGPT, TAM Theory, Trust in AI, Customer Satisfaction, Reuse Intention, Age.