THE ROLE OF ARTIFICIAL INTELLIGENCE IN HIGHER EDUCATION: A SURVEY STUDY FROM INDONESIA

The rapid advancement of Artificial Intelligence (AI) has introduced various tools capable of transforming learning processes in higher education. However, the acceptance and adoption of AI among university students are influenced by multiple interrelated factors. This study aimed to analyze the determinants of AI adoption in the learning process by employing the Technology Acceptance Model (TAM),
which comprises Perceived Ease of Use (PEU), Perceived Usefulness (PU), Attitude Toward Use (ATU), Behavioral Intention (BI), and Actual Use (AU). A quantitative research approach was applied through the distribution of structured
online questionnaires to 200 university students in Indonesia. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM)
with SmartPLS software. The findings indicate that PEU significantly influences both PU and ATU, while PU positively affects ATU. ATU strongly predicts BI, and
BI significantly influences AU. The R² values for PU (0.361), ATU (0.621), BI (0.489), and AU (0.582) suggested that the model possesses moderate to substantial predictive power. Furthermore, the effect size (f²) analysis revealed that PEU had a medium effect on PU and a small-to-medium effect on ATU, PU had a medium effect on ATU, ATU had a large effect on BI, and BI had a substantial effect on
AU. These results affirmed the applicability of TAM in explaining AI adoption within the Indonesian higher education context. The study concludes that enhancing
the ease of use and perceived benefits of AI can promote positive attitudes, strengthen behavioral intentions, and increase sustained usage. Practical recommendations are offered for institutions, educators, and students to support the effective and ethical integration of AI in education.