Analisis Penerimaan ELSA Speak English Yang Terintegrasi Artificial Intelligence Menggunakan Extended Intelligent System Technology Acceptance Model (ISTAM)

Putra, Dimas Fernando (2025) Analisis Penerimaan ELSA Speak English Yang Terintegrasi Artificial Intelligence Menggunakan Extended Intelligent System Technology Acceptance Model (ISTAM). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan teknologi artificial intelligence (AI) telah membawa perubahan signifikan dalam berbagai aspek kehidupan, termasuk dalam pembelajaran bahasa Inggris. ELSA sebagai platform AI-Powered English Tutor hadir dengan berbagai fitur pembelajaran interaktif, namun berdasarkan survei DataBlocks, tingkat adopsi platform ini di Indonesia masih relatif rendah dibandingkan platform AI lainnya seperti ChatGPT (52%) dan CopyAI (29%). Penelitian ini bertujuan untuk menganalisis penerimaan platform ELSA sebagai Artificial Intelligence Powered English Tutor dalam pembelajaran bahasa Inggris menggunakan modifikasi model Intelligent System Technology Acceptance Model (ISTAM). Model penelitian ini menambahkan variabel Perceived Enjoyment dan Satisfaction ke dalam ISTAM yang sebelumnya telah memiliki variabel Trust dan Transparency. Penelitian dilakukan dengan metode kuantitatif melalui survei terhadap 135 responden. Analisis dari pengambilan dan pengumpulan data menggunakan metode Structural Equation model (SEM) dan dibantu dengan software SmartPLS 3. Hasil penelitian menunjukkan bahwa terdapat 13 hipotesis yang berpengaruh signifikan, terutama pada hubungan antara System Transparency dengan berbagai variabel seperti ability beliefs, behavioral intention, effort expectancy, performance expectancy, dan trust propensity towards. Selain itu perceived enjoyment terhadap satisfaction. Sementara itu, lima hipotesis tidak menunjukkan pengaruh signifikan, yaitu pengaruh attitude towards AI technology, effort expectancy, dan satisfaction terhadap behavioral intention. Perceived enjoyment terhadap effort expectancy dan performance expectancy Penelitian ini memberikan rekomendasi praktis untuk mengembangkan ekosistem pembelajaran interaktif komprehensif dengan AI Tutor canggih, sistem gamifikasi mutakhir, fitur sosial, model harga fleksibel, dan mode offline terbatas untuk meningkatkan pengalaman pengguna dalam belajar bahasa.
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The development of Artificial Intelligence (AI) technology has brought significant changes in various aspects of life, including in English learning. ELSA as an AI-Powered English Tutor platform comes with various interactive learning features, but based on DataBlocks survey, the adoption rate of this platform in Indonesia is still relatively low compared to other AI platforms such as ChatGPT (52%) and CopyAI (29%). This study aims to analyze the acceptance of the ELSA platform as an Artificial Intelligence Powered English Tutor in English language learning using the modified Intelligent System Technology Acceptance Model (ISTAM). This research model adds perceived enjoyment and satisfaction variables into istam which previously had trust and transparency variables. The research was conducted using quantitative methods through a survey of 135 respondents. The analysis of data collection and collection using the Structural Equation model (SEM) method and assisted by SmartPLS 3 software. The results showed that there were 13 hypotheses that had a significant effect, especially on the relationship between System Transparency and various variables such as ability beliefs, behavioral intention, effort expectancy, performance expectancy, and trust propensity towards. in addition, perceived enjoyment to satisfaction. meanwhile, five hypotheses did not show a significant effect, namely the effect of attitude towards ai technology, effort expectancy, and satisfaction on behavioral intention. perceived enjoyment on effort expectancy and performance expectancy this research provides practical recommendations to develop a comprehensive interactive learning ecosystem with advanced AI Tutor, cutting-edge gamification system, social features, flexible pricing model, and limited offline mode to improve user experience in language learning.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Behavioral Intention, ELSA Speak, ISTAM, SmartPLS 3
Subjects:	T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Dimas Fernando Putra
Date Deposited:	26 Jul 2025 13:31
Last Modified:	26 Jul 2025 13:31
URI:	http://repository.its.ac.id/id/eprint/121673

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