Pengaruh Financial Knowledge, Personal Innovativeness, Social Influence, dan Artificial Intelligence Literacy terhadap Behavioral Intention pada Fintech Market Comparison

Authors

  • Nina Eka Triani Fakultas Ekonomi Manajemen, Universitas Indo Global Mandiri
  • Budi Setiawan Fakultas Ekonomi Manajemen, Universitas Indo Global Mandiri
  • Try Wulandari Fakultas Ekonomi Manajemen, Universitas Indo Global Mandiri

DOI:

https://doi.org/10.32493/drb.v8i3.48806

Keywords:

Behavioral Intention; Artificial Intelligence Literacy; Fintech Market Comparison

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Financial Knowledge, Personal Innovativeness, Social Influence dan Artificial Intelligence Literacy Terhadap Behavioral Intention Pada Fintech Market Comparison: Studi Kasus pada Mahasiswa di Palembang. Penelitian ini merupakan penelitian kuantitatif, data yang digunakan ialah data primer melalui penyebaran kuesioner. Sampel yang digunakan dalam penelitian ini sebanyak 105 responden. teknik analisis data yang digunakan dalam penelitian ini adalah confirmatory composite analysis, convergent validity dan reability, diskriminant validity, model fit, structural model assesment, colinearity, R2, F2, Q2 dan Path Coefficient. Hasil penelitian Path Coefficient pada variabel Financial Knowledge, Personal Innovativeness dan Social Influence  memiliki pengaruh yang positif  tetapi tidak signifikan, variabel  Artificial Intelligence Literacy memiliki pengaruh yang positif dan signifikan terhadap Behavioral Intention pada Fintech Market Comparison. Hal ini dapat dibuktikan dari hasil Path Coefficient FK  -> BI dengan nilai Original Sample positif 0.149 dan hasil P Values 0.147, PI  -> BI dengan nilai Original Sample Positif 0.023 dan hasil P Values 0.897. SI -> BI  dengan nilai Original Sample positif 0.187 dan hasil P Values 0.076, kemudian AL -> BI dengan nilai Original Sample positif 0.264 dan hasil P Values 0.033. Secara praktis, hasil penelitian ini dapat menjadi dasar bagi perusahaan fintech dalam merumuskan strategi komunikasi nilai organisasi dan sistem penghargaan yang relevan dan menarik bagi generasi muda, khususnya mahasiswa, guna meningkatkan adopsi layanan berbasis kecerdasan buatan di platform perbandingan pasar fintech.

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2025-05-19

How to Cite

Triani , N. E., Setiawan, B., & Wulandari, T. (2025). Pengaruh Financial Knowledge, Personal Innovativeness, Social Influence, dan Artificial Intelligence Literacy terhadap Behavioral Intention pada Fintech Market Comparison. Jurnal Disrupsi Bisnis, 8(3), 289–301. https://doi.org/10.32493/drb.v8i3.48806

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