Optimalisasi Website dan E-Commerce Berbasis Kewirausahaan melalui Kecerdasan Buatan untuk Pelaku Ekonomi Kreatif pada Platform FEMAX Klaten

Eko Hariadi; Afnan Rosyidi; Siti Rihastuti

doi:10.55681/armada.v4i9.3905

Authors

Eko Hariadi Program Studi D3 Manajemen Informatika, STMIK Amikom Surakarta, Indonesia
Afnan Rosyidi Program Studi D3 Manajemen Informatika, STMIK Amikom Surakarta, Indonesia
Siti Rihastuti Program Studi D3 Manajemen Informatika, STMIK Amikom Surakarta, Indonesia

DOI:

https://doi.org/10.55681/armada.v4i9.3905

Keywords:

Artificial Intelligence, E-Commerce, Niat Penggunaan, Kinerja Kewirausahaan

Abstract

Transformasi digital mendorong pelaku ekonomi kreatif mengadopsi teknologi kecerdasan buatan (Artificial Intelligence/AI) dalam pengembangan bisnis berbasis e-commerce. Platform FEMAX dikembangkan sebagai ekosistem e-commerce berbasis AI untuk mendukung pelaku usaha ekonomi kreatif di Kabupaten Klaten melalui layanan chatbot, rekomendasi produk, dan analisis kebutuhan pelanggan. Penelitian ini bertujuan menganalisis pengaruh Persepsi Kualitas AI terhadap Niat Penggunaan platform FEMAX serta dampaknya terhadap Kinerja Kewirausahaan. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data dikumpulkan dari 55 pelaku usaha ekonomi kreatif yang dipilih melalui purposive sampling. Hasil penelitian menunjukkan bahwa Persepsi Kualitas AI berpengaruh positif dan signifikan terhadap Niat Penggunaan (β=0,891; t=11,29; p<0,001), serta Niat Penggunaan berpengaruh positif terhadap Kinerja Kewirausahaan (β=0,762; t=4,28; p<0,001). Model penelitian memiliki validitas, reliabilitas, dan kemampuan prediksi yang baik dengan nilai R² sebesar 0,793 pada Niat Penggunaan dan 0,581 pada Kinerja Kewirausahaan. Temuan ini menunjukkan bahwa kualitas AI menjadi faktor penting dalam meningkatkan adopsi platform digital dan kinerja kewirausahaan pelaku ekonomi kreatif.

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