DETERMINAN INTENTION TO ADOPT AI-POWERED ROBO ADVISOR

ZIDANE RAMADHAN, . (2025) DETERMINAN INTENTION TO ADOPT AI-POWERED ROBO ADVISOR. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pasar fintech Indonesia yang berkembang pesat menunjukkan potensi besar bagi adopsi AI-powered robo advisor, namun masih menghadapi kendala seperti aversi terhadap risiko, kompleksitas analisis, dan rendahnya literasi keuangan. Penelitian ini mengkaji faktor-faktor yang memengaruhi intention to adopt teknologi tersebut melalui model UTAUT yang dimodifikasi dengan attitude toward using dan umur sebagai efek moderasi. Data survei dikumpulkan dari investor generasi Z dan millenial, lalu dianalisis menggunakan SEM-PLS. Hasil menunjukkan bahwa perceived financial benefit secara signifikan meningkatkan attitude toward using dan intention to adopt, sementara perceived risk menurunkan intention to adopt namun tidak berpengaruh terhadap attitude toward using. Social influence berpengaruh positif terhadap kedua variabel tersebut, menunjukkan pentingnya validasi sosial dalam budaya komunal Indonesia. Attitude toward using juga berperan penting dalam mendorong intention to adopt. Analisis moderasi menunjukkan bahwa age memperkuat pengaruh perceived financial benefit pada intention to adopt (lebih kuat pada milenial), dan memperkuat pengaruh social influence (lebih kuat dari Gen Z). Hasil ini memberikan kontribusi teoretis dan praktis dalam merancang strategi pemasaran berbasis usia serta meningkatkan literasi keuangan. Penelitian selanjutnya disarankan untuk menjangkau demografi yang lebih luas dan melakukan studi longitudinal seiring berkembangnya teknologi ini. ********** Indonesia’s rapidly growing fintech market presents strong potential for AI-powered robo advisor, yet adoption remains limited due to investor concerns such as risk aversion, complexity, and low financial literacy. This study investigates the determinants of intention to adopt AI-powered robo advisor in Indonesia using modified VAM with attitude toward using and age as moderation effect. Survey data from Gen Z and Millennial investors were analyzed using SEM-PLS. Results show that perceived financial benefit significantly enhances both attitude toward using and intention to adopt, while perceived risk negatively affects intention but not attitude. Social influence positively affects both attitude and intention, emphasizing the role of peer validation. Attitude toward using also positively drives intention. Age moderates several relationships, with Millennials being more influenced by financial benefits and Gen Z more responsive to social influence. These findings highlight theoretical and practical implications for designing age-targeted fintech strategies and improving financial literacy. Future research should expand demographic coverage and explore behavioral changes as AI-powered robo advisor evolve

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof.Dr. Umi Widyastuti, S.E.,M.E. ; 2). Meta Bara Berutu, S.E.,M.M.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Zidane Ramadhan .
Date Deposited:	14 Aug 2025 03:43
Last Modified:	14 Aug 2025 03:43
URI:	http://repository.unj.ac.id/id/eprint/60032

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