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"Penelitian ini bertujuan untuk menganalisis model penerimaan penggunaan GenAI dalam strategi kehumasan Bank BCA, menggunakan kerangka kerja Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Penelitian ini menguji pengaruh faktor-faktor seperti performance expectancy, effort expectancy, social influence, hedonic motivation, price value, facilitating conditions, dan habit terhadap behavioral intention, serta pengaruh behavioral intention, facilitating conditions, dan habit terhadap use behavior. Penelitian ini juga menganalisis peran moderasi variabel demografis seperti usia dan jenis kelamin dalam memperkuat atau melemahkan hubungan antar variabel utama. Dengan pendekatan kuantitatif melalui survei terhadap 122 responden dari tim komunikasi Bank BCA dan analisis data menggunakan PLS-SEM, hasil penelitian menunjukkan bahwa habit merupakan prediktor terkuat terhadap niat dan perilaku penggunaan GenAI (Microsoft Copilot), sementara variabel seperti effort expectancy, social influence, dan price value tidak signifikan. Penelitian ini menunjukkan aplikasi model UTAUT2 pada konteks kehumasan perbankan dan memberikan implikasi manajerial terhadap organisasi.

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This study aims to analyze the acceptance and use model of Generative AI within the public relations strategy of Bank BCA, utilizing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework. The research investigates the influence of several factors—performance expectancy, effort expectancy, social influence, hedonic motivation, price value, facilitating conditions, and habit—on behavioral intention, as well as the impact of behavioral intention, facilitating conditions, and habit on use behavior. This study also analyzes the moderating role of demographic variables, such as age and gender, in strengthening or weakening the relationships between the primary constructs. Employing a quantitative approach through a survey of 122 respondents from Bank BCA's communication team and conducting data analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings indicate that habit is the strongest predictor of both the intention to use and the actual use behavior of Microsoft Copilot. Conversely, variables such as effort expectancy, social influence, and price value were found to be insignificant. This study demonstrates the application of the UTAUT2 model within the context of public relations in the banking sector and offers managerial implications for the organization. "