ANALISIS PENGARUH ANTHROPOMORPHISM TERHADAP USAGE INTENTION CHATBOT YUPI UPA-PKK MENGGUNAKAN UTAUT MODIFIKASI

Authors

  • Belinda Ingridina Universitas Pembangunan Nasional "Veteran" Jawa Timur
  • Arista Pratama Universitas Pembangunan Nasional "Veteran" Jawa Timur
  • Siti Mukaromah Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI:

https://doi.org/10.32699/biner.v5i2.11628

Keywords:

anthropomorphism, chatbot, usage intention

Abstract

Perkembangan chatbot berbasis kecerdasan buatan mendorong perguruan tinggi untuk mengadopsi layanan digital yang lebih responsif dan mudah diakses. UPA-PKK UPN “Veteran” Jawa Timur mengimplementasikan chatbot Yupi yang dilengkapi avatar virtual sebagai bentuk penerapan anthropomorphism dalam layanan karir. Namun, pengaruh antropomorfisme terhadap usage intention pengguna masih belum banyak diteliti. Penelitian ini bertujuan untuk menganalisis pengaruh anthropomorphism terhadap usage intention chatbot Yupi berdasarkan model UTAUT yang dimodifikasi. Penelitian menggunakan pendekatan kuantitatif dengan penyebaran kuesioner daring kepada 403 alumni UPN “Veteran” Jawa Timur yang pernah menggunakan chatbot Yupi. Analisis data dilakukan menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa anthropomorphism berpengaruh positif dan signifikan terhadap perceived ease of use, performance expectancy, social influence, dan initial trust. Selain itu, keempat variabel tersebut berpengaruh positif terhadap customer experience, yang selanjutnya terbukti berpengaruh positif terhadap usage intention. Temuan ini menegaskan pentingnya aspek sosial dan emosional dalam pengembangan chatbot berbasis AI untuk meningkatkan pengalaman pengguna dan mendorong penggunaan berkelanjutan.

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Author Biographies

  • Arista Pratama, Universitas Pembangunan Nasional "Veteran" Jawa Timur

    Lecturer, Information System, Universitas Pembangunan Nasional "Veteran" Jawa Timur, Indonesia.

  • Siti Mukaromah, Universitas Pembangunan Nasional "Veteran" Jawa Timur

    Lecturer, Department of Information System, Universitas Pembangunan Nasional "Veteran" Jawa Timur, Indonesia.

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Published

31-07-2026

Issue

Vol. 5 No. 2 (2026): Juli

Section

Articles

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How to Cite

[1]
“ANALISIS PENGARUH ANTHROPOMORPHISM TERHADAP USAGE INTENTION CHATBOT YUPI UPA-PKK MENGGUNAKAN UTAUT MODIFIKASI”, biner : j. ilm. inform. dan komput., vol. 5, no. 2, pp. 148–155, Jul. 2026, doi: 10.32699/biner.v5i2.11628.