PENGARUH AI DALAM MENINGKATKAN KEPERCAYAAN KONSUMEN TERHADAP LAYANAN KESEHATAN DIGITAL APLIKASI HALODOC

This study aims to examine the influence of Artificial Intelligence (AI) on consumer trust in digital healthcare services through the Halodoc application, with Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) as mediating variables. The research method employed is quantitative with an explanatory research approach. Data were collected through an online questionnaire distributed to 150 Halodoc users who have used AI-based features. The sampling technique used was purposive sampling. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that AI has a positive and significant effect on perceived usefulness, AI has a positive and significant effect on perceived ease of use, and AI has a positive and significant effect on consumer trust. Furthermore, perceived usefulness and perceived ease of use have a positive and significant effect on consumer trust, and both are proven to significantly mediate the influence of AI on consumer trust. This study concludes that consumers’ perceptions of the usefulness and ease of use of AI technology play a crucial role in building trust in Halodoc’s digital healthcare services.