Ardian Sconda Raynada, Dilan (2025) PENGARUH CHATBOT “CHOKI” TERHADAP KEPUASAN PELANGGAN E-COMMERCE SHOPEE. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Technological innovation in the field of customer service is one of the important aspects in supporting user experience on e-commerce platforms. This study aims to analyze the effect of “Choki” chatbot on Shopee customer satisfaction. This study uses a quantitative approach with the Expectation Disconfirmation Theory by Oliver (1980). The population in this study were active Shopee users, with a sample size of 100 respondents. Data was collected through questionnaires covering variables X (Chatbot) and Y (Customer Satisfaction). Validity, reliability, descriptive analysis, and simple linear regression tests were used to analyze the data. The results showed that the “Choki” chatbot has a significant positive influence on customer satisfaction, with a correlation coefficient value of 0.879 and a contribution of 77.2% to the variation in customer satisfaction. This shows that the chatbot is able to meet and even exceed customer expectations in the aspects of speed, convenience, and accuracy of information. This research indicates that the “Choki” chatbot is an effective innovation in increasing Shopee customer satisfaction. The practical implication of this research is the importance of developing more personalized and adaptive chatbot features to maintain customer satisfaction in the future
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Inovasi teknologi di bidang layanan pelanggan menjadi salah satu aspek penting dalam mendukung pengalaman pengguna pada platform e-commerce. Penelitian ini bertujuan untuk menganalisis pengaruh chatbot “Choki” terhadap kepuasan pelanggan Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan teori Ketidaksesuaian Harapan (Expectation Disconfirmation Theory) oleh Oliver (1980). Populasi dalam penelitian ini adalah pengguna aktif Shopee, dengan jumlah sampel sebanyak 100 responden. Data dikumpulkan melalui kuesioner yang mencakup variabel X (Chatbot) dan Y (Kepuasan Pelanggan). Uji validitas, reliabilitas, analisis deskriptif, serta regresi linear sederhana digunakan untuk menganalisis data. Hasil penelitian menunjukkan bahwa chatbot “Choki” memiliki pengaruh positif yang signifikan terhadap kepuasan pelanggan, dengan nilai koefisien korelasi sebesar 0,879 dan kontribusi sebesar 77,2% terhadap variasi kepuasan pelanggan. Hal ini menunjukkan bahwa chatbot mampu memenuhi bahkan melampaui ekspektasi pelanggan pada aspek kecepatan, kemudahan, dan akurasi informasi. Penelitian ini mengindikasikan bahwa chatbot “Choki” adalah inovasi yang efektif dalam meningkatkan kepuasan pelanggan Shopee. Implikasi praktis dari penelitian ini adalah pentingnya pengembangan fitur chatbot yang lebih personal dan adaptif untuk mempertahankan kepuasan pelanggan di masa depan. | ||||||
| Uncontrolled Keywords: | Chatbot, Customer Satisfaction, Shopee, Expectation Disconfirmation Theory Chatbot, Kepuasan Pelanggan, Shopee, Expectation Disconfirmation Theory | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Dilan Ardian Sconda Raynada | ||||||
| Date Deposited: | 03 Mar 2025 05:59 | ||||||
| Last Modified: | 03 Mar 2025 05:59 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/47465 |
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