Pengaruh Teknologi AI pada Algoritma Tiktok terhadap Respons dan Penerimaan Pengguna

anas marzaq; Jordi Willyam Adi Kusuma; Krisna Riyandi

Authors

anas marzaq Universitas Multi Data Palembang
Jordi Willyam Adi Kusuma
Riyandi Riyandi

Keywords:

Artificial Intellegence, Acceptance Model, Actual Use , Algorithm, TikTok

Abstract

The development of artificial intelligence (AI) has make a big changes to the digital world, especially in the recommendation algorithm used by TikTok. The purpose of this article is to analyze the impact of AI-based algorithm responses and user acceptance. The quantitative approach used is by distributing online questionnaires to 106 TikTok users in Indonesia, and using the Technology Acceptance Model (TAM) framework. The variables used in this measurement include Perceived Ease Of Use (PEOU), Perceived Usefulness (PU), Attitude Toward Using (ATU), Behavioral Intention (BI), and Actual Use (AU). The results of this study show that TikTok's AI-based content recommendations have a significant impact on user response and acceptance. The writing of this article contributes to a better understanding of how AI algorithms affect user behavior and provides knowledge about the development of broader, user-centered digital technologies.

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