ADOPTION OF ARTIFICIAL INTELLIGENCE (AI) BY WORKERS: EXTENDING THEORY OF PLANNED BEHAVIOUR (TPB) WITH IT KNOWLEDGE AND PRICE VALUE ALMAGRIBI, AHMAD BILAL - 247110004 Primary Author Dr. Bambang Purnomosidi.D.P, S.E., MMSI Additional Author mixed material bibliography Yogyakarta UNIVERSITAS TEKNOLOGI DIGITAL INDONESIA (UTDI) 2026 monographic id Indonesia

Thesis

Abstract— Artificial Intelligence (AI) technology has seen widespread adoption across various sectors, including by employees within numerous organizations. Despite its many benefits, accessing the full features of AI often involves a cost for these workers. Consequently, it is crucial to understand their behavioral responses to this technology. The purpose of this study was to evaluate the impact of the Theory of Planned Behaviour (TPB), IT Knowledge, and Price Value on the Behavioral Intention to Adopt AI. The study employed a quantitative method, collecting primary data from 169 Indonesian workers across various professions who were selected through purposive sampling. Subsequent analysis of the data was conducted using partial least squares-structural equation modeling (PLS-SEM) with the SmartPLS 4 software. The results indicated that both Attitude and Subjective Norms significantly influenced the Behavioral Intention to Adopt AI. The researchers recommend that organizations should embrace this technology but must also establish clear regulations and provide guidance to employees on its wise and ethical use. Future studies are encouraged to expand the sample size, explore alternative analytical techniques such as path analysis or multiple regression, and incorporate other potential moderating or mediating variables. Keywords: Adoption, Artificial Intelligence (AI), Workers, Theory of Planned Behaviour (TPB), IT Knowledge, Price Value ARTIFICAL INTELLIGENCE (AI) NONE Perpustakaan Universitas Teknologi Digital Indonesia Katalog Online Perpustakaan Universitas Teknologi Digital Indonesia 004 ALM A R.1 ALM004MTI2026 RAK REFERENSI TESIS MTI 004 ALM A R.1 18347 2026-02-20 08:56:07 2026-02-20 08:57:00 machine generated