Pengaruh Persepsi Etika Artificial Intelligence Terhadap Kepercayaan Pekerja dalam Keputusan Bisnis Berbasis AI
DOI:
https://doi.org/10.65310/hpke3s42Keywords:
AI Ethical Perception, Artificial Intelligence, Business Decisions, Generation Z, TrustAbstract
The rapid development of Artificial Intelligence (AI) in business decision-making has increased the need for user trust, particularly among Generation Z workers who demonstrate strong concerns regarding technological ethics. This study aims to analyze the effect of AI ethical perception, including transparency, fairness, and responsibility, on Generation Z workers’ trust in AI-based business decisions. This research employed a quantitative approach with an associative-causal design. Data were collected through an online questionnaire involving 76 Generation Z workers employed in organizations that utilize AI systems, selected using purposive sampling, and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that AI ethical perception has a positive and significant effect on workers’ trust (β = 0.778; T = 25.215; p < 0.001). These findings demonstrate that more positive perceptions of AI transparency, fairness, and responsibility lead to higher levels of trust in AI-generated business decisions. This study contributes to expanding the literature on AI trust by incorporating an ethical perspective and provides practical implications for organizations in developing more ethical and trustworthy AI implementation.
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Copyright (c) 2026 Syafiq Abdurrohim, Wahyu Hidayat, Zahwa Septiani Rachman, Hanny Khuril Aulia, Gibran Agista Rifki, Ridho Alif Nurrokhman, Ibnu Fakhri Aqila (Author)
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