Pengaruh Akurasi Rekomendasi Chatbot Dan Kepercayaan Teknologi Ai Terhadap Niat Pembelian Produk Shopee Pada Pengguna Shopee Di Kota Kendari

Authors

  • Pitri Pitri Universitas Muhammadiyah Kendari
  • Mustam Mustam Universitas Muhammadiyah Kendari
  • Inayah Abdillah Rabbani Universitas Muhammadiyah Kendari

DOI:

https://doi.org/10.37385/msej.v6i5.9028

Keywords:

Akurasi Rekomendasi Chatbot, Kepercayaan Teknologi AI, Niat Pembelian, Shopee, E-Commerce.

Abstract

Penelitian ini bertujuan guna menganalisis pengaruh akurasi rekomendasi chatbot dan kepercayaan terhadap teknologi kecerdasan buatan (Artificial Intelligence) terhadap niat pembelian produk di e-commerce Shopee. Fenomena adopsi chatbot dalam layanan pelanggan yang semakin meningkat belum sepenuhnya dimanfaatkan secara optimal oleh pengguna, terutama karena masih adanya keraguan terhadap kualitas rekomendasi dan kepercayaan terhadap teknologi AI. Penelitian ini mempergunakan pendekatan kuantitatif melalui metode survei dengan kuesioner yang disebarkan kepada 120 responden di Kota Kendari yang merupakan pengguna Shopee. Teknik analisis yang digunakan adalah Statistical package for the social sciences (SPSS). Hasil penelitian memperlihatkan bahwasanya akurasi rekomendasi chatbot memiliki pengaruh signifikan terhadap niat pembelian, sementara kepercayaan terhadap teknologi AI juga memengaruhi niat tersebut, meskipun dengan tingkat pengaruh yang bervariasi. Temuan ini memberikan implikasi penting bagi pengembang e-commerce dalam meningkatkan kualitas layanan chatbot dan membangun kepercayaan pengguna melalui transparansi, keandalan sistem, dan personalisasi rekomendasi. Penelitian ini memberikan kontribusi dalam pengembangan strategi adopsi AI yang lebih efektif di sektor e-commerce.

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Published

2025-08-16

How to Cite

Pitri, P., Mustam, M., & Rabbani, I. A. (2025). Pengaruh Akurasi Rekomendasi Chatbot Dan Kepercayaan Teknologi Ai Terhadap Niat Pembelian Produk Shopee Pada Pengguna Shopee Di Kota Kendari. Management Studies and Entrepreneurship Journal (MSEJ), 6(5), 442–454. https://doi.org/10.37385/msej.v6i5.9028