STUDI PENERAPAN MODEL DELONE AND MCLEAN UNTUK MENGUKUR KESUKSESAN GENERATIVE AI DALAM OPERASIONAL UMKM DI JAKARTA

RIZKY RAMADHANI NUGROHO, . (2025) STUDI PENERAPAN MODEL DELONE AND MCLEAN UNTUK MENGUKUR KESUKSESAN GENERATIVE AI DALAM OPERASIONAL UMKM DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengevaluasi keberhasilan penggunaan Generative AI oleh pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) di Jakarta dengan menggunakan model DeLone and McLean. Generative AI dimanfaatkan untuk meningkatkan produktivitas, mempercepat pembuatan konten, menekan biaya operasional, serta memperkuat interaksi dengan pelanggan di ranah digital. Lima variabel utama yang dianalisis adalah System Quality, Information Quality, Usage, User Satisfaction, dan Net Benefits. Penelitian ini melibatkan 372 responden pelaku UMKM yang telah menggunakan teknologi ini dalam operasional usahanya, dan dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis AMOS Versi 29. Hasil pengujian hipotesis menunjukkan bahwa terdapat lima hubungan signifikan. System Quality berpengaruh positif terhadap Usage (C.R. = 4,360; p < 0.001), System Quality terhadap User Satisfaction (C.R. = 2,039; p = 0,041), Information Quality terhadap Usage (C.R. = 5,773; p < 0.001), Usage terhadap User Satisfaction (C.R. = 7,719; p < 0.001), dan User Satisfaction terhadap Net Benefits (C.R. = 6,932; p < 0.001). Sementara itu, dua hubungan lainnya tidak signifikan, yaitu Information Quality terhadap User Satisfaction dan Usage terhadap Net Benefits. Temuan ini mengindikasikan bahwa kualitas sistem dan informasi memiliki pengaruh penting terhadap penggunaan sistem, serta bahwa kepuasan pengguna menjadi faktor utama dalam meningkatkan manfaat nyata dari penggunaan Generative AI dalam operasional UMKM. ***** This study aims to evaluate the success of Generative AI adoption by Micro, Small, and Medium Enterprises (MSMEs) in Jakarta using the DeLone and McLean model. Generative AI is utilized to enhance productivity, accelerate content creation, reduce operational costs, and strengthen digital customer engagement. The study analyzes five key variables: System Quality, Information Quality, Usage, User Satisfaction, and Net Benefits. A total of 372 MSME respondents who had integrated this technology into their business operations participated in this study, which was analyzed using Structural Equation Modeling (SEM) with AMOS Version 29. The hypothesis testing results revealed five statistically significant relationships: System Quality had a positive effect on Usage (C.R. = 4.360; p < 0.001), System Quality on User Satisfaction (C.R. = 2.039; p = 0.041), Information Quality on Usage (C.R. = 5.773; p < 0.001), Usage on User Satisfaction (C.R. = 7.719; p < 0.001), and User Satisfaction on Net Benefits (C.R. = 6.932; p < 0.001). Meanwhile, two relationships were found to be insignificant: Information Quality on User Satisfaction, and Usage on Net Benefits. These findings indicate that system and information quality play a critical role in driving system usage, and that user satisfaction is a key determinant in realizing tangible benefits from the use of Generative AI in MSME operations. Keywords: Generative AI, MSMEs, DeLone and McLean, Operations, Net Benefits

Item Type:	Thesis (Sarjana)
Additional Information:	1). Nadya Fadillah F, S.Pd., M.Pd. ; 2). Adnan Kasofi, S.Pd., M.BA.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Rizky Ramadhani Nugroho .
Date Deposited:	18 Aug 2025 16:59
Last Modified:	18 Aug 2025 16:59
URI:	http://repository.unj.ac.id/id/eprint/58117

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