Pengaruh Perceived Usefulness dan Perceived Ease of Use terhadap Purchase Intention melalui Attitude Toward Using AI pada Mahasiswa Gen Z Pengguna Shopee

The rapid development of Artificial Intelligence (AI) in e-commerce has changed how consumers search for products, obtain recommendations, and interact with digital shopping platforms. However, research examining the role of Perceived Usefulness and Perceived Ease of Use in shaping Purchase Intention through Attitude Toward Using AI among Generation Z in the Indonesian e-commerce context remains limited. This study aims to analyze the effects of Perceived Usefulness and Perceived Ease of Use on Purchase Intention, with Attitude Toward Using AI as a mediating variable among Generation Z students who use AI features on Shopee at Universitas Negeri Padang. This study employed a quantitative approach involving 250 Generation Z students who use Shopee, selected using purposive sampling. The respondents were predominantly female (64.4%) and aged 18–21 years (52.4%). Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that Perceived Usefulness and Perceived Ease of Use have positive and significant effects on Attitude Toward Using AI and Purchase Intention. Attitude Toward Using AI also has a positive and significant effect on Purchase Intention and mediates the effects of Perceived Usefulness and Perceived Ease of Use on Purchase Intention. The structural model explains 20.5% of the variance in Attitude Toward Using AI and 44.2% of the variance in Purchase Intention. This study contributes to extending the application of the Technology Acceptance Model in explaining purchase intention in AI-supported e-commerce among Generation Z in Indonesia.