PENGGUNAAN TEKNOLOGI ARTIFICIAL INTELLIGENCE DALAM PEMILIHAN PRODUK KECANTIKAN OLEH KONSUMEN WANITA
I Putu Wahyu Dwinata, Yustikarani Julianti Pambudi · E-Jurnal Manajemen Universitas Udayana · 2023
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. Keywords: artificial intelligence; perceived ease of use, perceived usefulness, subjective norm