Pengaruh Penggunaan Chatbot Pada E-Commerce Shopee Terhadap Kepuasan Pelanggan Dengan Pengalaman Sebagai Moderasi
DOI:
https://doi.org/10.37385/msej.v6i3.7875Keywords:
Kualitas Infomasi, Kualitas Sistem, Kualitas Service, Kepuasan Pelanggan, dan PengalamanAbstract
Penelitian ini dilatarbelakangi oleh meningkatnya penggunaan chatbot pada platform e-commerce seperti Shopee yang berpotensi memengaruhi kepuasan pelanggan. Permasalahan utama dalam penelitian ini adalah bagaimana pengaruh chatbot terhadap kepuasan pelanggan dengan mempertimbangkan pengalaman sebagai variabel moderasi. Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas informasi, kualitas sistem, dan kualitas layanan terhadap kepuasan pelanggan Shopee. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling, melibatkan 180 responden, dan dianalisis menggunakan PLS-SEM melalui aplikasi SmartPLS 3.2. Hasil penelitian menunjukkan bahwa pengalaman, kualitas informasi, dan kualitas layanan berpengaruh signifikan terhadap kepuasan pelanggan, sementara kualitas sistem dan variabel moderasi tidak menunjukkan pengaruh signifikan. Kesimpulannya, interaksi yang berkualitas lebih penting daripada aspek teknis sistem chatbot.
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