AI SYSTEM QUALITY AND DIGITAL COMMUNICATION TOWARD LOYALTY AND INTENTION TO SUBSCRIBE TO PREMIUM AI IN HIGHER EDUCATION

Chita Pradnya Paramitha, Universitas Pancasila, Indonesia
Diana Anggraeni, Universitas Pancasila, Indonesia
Ahmad Badari Burhan, Universitas Pancasila, Indonesia
Aprilyanti Pratiwi, Universitas Pancasila, Indonesia

 10.21831/lektur.v9i3.29654

Abstract


The use of artificial intelligence (AI) in higher education is increasing to support information seeking, assignment preparation, idea development, and academic productivity. This study aims to analyze AI system quality and digital communication experience toward user loyalty and the intention to subscribe to premium AI services in higher education. The study used a quantitative approach through an online survey of 216 AI users. The data were analyzed using descriptive statistics, reliability testing, and Structural Equation Modeling (SEM) with Jamovi. The findings show that AI system quality obtained the highest mean score of 4.35, followed by digital communication experience at 4.16, user loyalty at 3.95, and intention to subscribe to premium AI at 3.74. The research instrument had very good reliability, with an overall Cronbach's Alpha of 0.940 and McDonald's Omega of 0.944. The SEM results show that several model fit indices were in the good category, such as SRMR at 0.069, CFI at 0.992, and TLI at 0.990, although RMSEA at 0.099 indicates the need for caution in interpreting the model. These findings indicate that higher education users perceive AI as accessible, fast, and communicative, but their premium subscription intention remains lower than their usage loyalty. AI developers need to strengthen the added value of premium services so that they are relevant to academic needs.


Keywords


Artificial intelligence; digital communication; system quality; user loyalty; premium AI

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References


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DOI: https://doi.org/10.21831/lektur.v9i3.29654

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