Pengaruh Responsiveness, Perceived Ease Of Use, Dan Personalization Chatbot Terhadap Customer Satisfaction: Studi Pada Generasi Z Pengguna Marketplace Shopee Di Indonesia
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Penelitian ini bertujuan untuk menganalisis pengaruh Responsiveness, Perceived Ease of Use, dan Personalization terhadap Customer Satisfaction pada Generasi Z pengguna chatbot Shopee di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan jenis explanatory research. Data dikumpulkan melalui survei online menggunakan kuesioner skala Likert 1–5 kepada 120 responden Generasi Z yang pernah menggunakan chatbot Shopee. Teknik pengambilan sampel dilakukan dengan purposive sampling. Analisis data dilakukan menggunakan regresi linier berganda dengan bantuan perangkat lunak statistik, yang didahului oleh uji validitas, reliabilitas, serta uji asumsi klasik.
Hasil penelitian menunjukkan bahwa Responsiveness, Perceived Ease of Use, dan Personalization secara simultan berpengaruh positif dan signifikan terhadap Customer Satisfaction, dengan nilai F hitung sebesar 61,601 dan signifikansi < 0,001. Ketiga variabel tersebut mampu menjelaskan 61,4% variasi Customer Satisfaction. Secara parsial, Responsiveness merupakan variabel yang paling dominan memengaruhi Customer Satisfaction, diikuti oleh Personalization dan Perceived Ease of Use. Temuan ini menunjukkan bahwa kepuasan pelanggan terhadap layanan chatbot tidak hanya ditentukan oleh kemudahan penggunaan, tetapi juga oleh kecepatan respons dan kemampuan chatbot dalam memberikan layanan yang personal.
Penelitian ini memberikan kontribusi teoretis dengan mengintegrasikan Technology Acceptance Model (TAM) dan dimensi kualitas layanan chatbot, serta implikasi praktis bagi pengembangan chatbot e-commerce dalam meningkatkan kepuasan pelanggan.
Kata kunci: chatbot, responsiveness, perceived ease of use, personalization, customer satisfaction, Shopee
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DOI: https://doi.org/10.37531/yume.v9i1.11312
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