PENGARUH IMPLEMENTASI CHATBOT BERBASIS KECERDASAN BUATAN (AI) TERHADAP KEPUASAN PELANGGAN DI INDUSTRI RITEL DARING
DOI:
https://doi.org/10.1234/aira.v3i1.64Keywords:
chatbot, artificial intelligence, kepuasan pelanggan, retail online, e-commerceAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh efektivitas chatbot berbasis Artificial Intelligence (AI) terhadap kepuasan pelanggan pada sektor retail online di Indonesia. Chatbot AI kini menjadi komponen penting dalam strategi layanan pelanggan digital karena kemampuannya memberikan respons cepat, personalisasi layanan, serta ketersediaan sepanjang waktu. Metode penelitian yang digunakan adalah kuantitatif dengan teknik survei terhadap 100 responden yang pernah menggunakan layanan chatbot saat berbelanja melalui platform e-commerce. Pengumpulan data dilakukan menggunakan kuesioner berskala Likert dan dianalisis menggunakan regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa secara simultan, efektivitas chatbot AI berpengaruh signifikan terhadap kepuasan pelanggan. Secara parsial, kelima dimensi— responsiveness, usability, personalization, availability, dan empathy—berkontribusi positif, dengan responsiveness sebagai dimensi paling dominan. Temuan ini menegaskan bahwa chatbot AI yang dirancang secara efektif tidak hanya meningkatkan efisiensi operasional, tetapi juga mampu memberikan pengalaman interaksi yang memuaskan. Penelitian ini memberikan kontribusi praktis bagi perusahaan e-commerce retail dalam mengembangkan layanan chatbot yang adaptif, empatik, dan berorientasi pada pengalaman pelanggan.
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