Pengaruh Chatbot Berbasis Ai Terhadap Loyalitas Pelanggan Produk Kecantikan Di E-Commerce Shopee

Abstract

Perkembangan teknologi kecerdasan buatan (AI) telah membawa perubahan signifikan dalam layanan pelanggan, termasuk penggunaan chatbot dalam e-commerce. Penelitian ini bertujuan untuk menganalisis pengaruh chatbot berbasis AI terhadap perceived usefulness, customer satisfaction, dan customer loyalty dalam konteks toko kecantikan di Shopee. Dengan menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS), penelitian ini mengolah data dari 150 responden yang merupakan pengguna Shopee yang telah berinteraksi dengan chatbot toko kecantikan. Hasil penelitian menunjukkan bahwa chatbot berbasis AI memiliki pengaruh positif terhadap perceived usefulness dan customer satisfaction, yang pada akhirnya meningkatkan customer loyalty. Selain itu, perceived usefulness juga berperan penting dalam meningkatkan customer satisfaction dan customer loyalty. Implikasi dari penelitian ini menggarisbawahi pentingnya optimalisasi chatbot dalam meningkatkan pengalaman pelanggan dan memperkuat hubungan pelanggan dengan toko kecantikan di e-commerce.

The development of artificial intelligence (AI) technology has significantly transformed customer service, including the use of chatbot in e-commerce. This study aims to analyze the impact of AI-powered chatbot on perceived usefulness, customer satisfaction, and customer loyalty in the context of beauty stores on Shopee. Using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method, this study processes data from 150 respondents who are Shopee users that have interacted with beauty store chatbot. The findings indicate that AI-powered chatbot positively influence perceived usefulness and customer satisfaction, which ultimately enhances customer loyalty. Moreover, perceived usefulness plays a crucial role in increasing both customer satisfaction and customer loyalty. The implications of this research highlight the importance of optimizing chatbot to enhance customer experience and strengthen customer relationships with beauty stores in e-commerce.