Pengaruh Artificial Intelligence Chatbots dan Flow Experience Terhadap E-Loyalty pada E-Commerce dengan Customer Satisfaction Sebagai Variabel Intervening (Studi Pada Gen Z Pengguna Aplikasi Shopee Kota Pontianak)
Abstract
This study aims to determine the effect of Articial Intelligence Chatbots and Flow Experience on E-Loyalty in E-Commerce by using customer satisfaction as an intervening variable (Study on Gen Z Shopee application users in Pontianak City). The type of research used is quantitative research in the form of causality methods and the data collection technique was carried out by distributing questionnaires. The population in this study were Shopee application users in Pontianak City.The number of samples taken in this study were 200 respondents using the sampling technique, namely non-probability sampling with the Convenience Sampling method, and the analytical tool used was SEM (Structural Equation Model) using SmartPLS 3.0. The results of the study show that Artificial Intelligence Chatbots and Flow Experience have a positive and significant effect on customer satisfaction. Artificial Intelligence Chatbots and Flow Experience have a positive and significant effect on E-Loyalty. Customer Satisfaction has a positive and significant effect on E-Loyalty. Customer satisfaction mediates Artificial Intelligence Chatbots and Flow Experience towards E-Loyalty. Referensi Adam, M., Wessel, M., & Benlian, A. (2021). AI-based Chatbots in customer service and their effects on user compliance. Electronic Markets, 31(2), 427"“445. https://doi.org/10.1007/s12525-020-00414-7 Akıl, S., & Ungan, M. C. (2021). E-Commerce Logistics Service Quality. Journal of Electronic Commerce in Organizations, 20(1), 1"“19. https://doi.org/10.4018/jeco.292473 Anderson, R. E., & Srinivasan, S. S. (2003). E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology and Marketing, 20(2), 123"“138. https://doi.org/10.1002/mar.10063 Anggoro Wilis, R., & Nurwulandari, A. (2020). The effect of E-Service Quality, E-Trust, Price and Brand Image Towards E-Satisfaction and Its Impact on E-Loyalty of Traveloka"™s Customer. 4(3). Anser, M. K., Tabash, M. I., Nassani, A. A., Aldakhil, A. M., & Yousaf, Z. (2021). Toward the E-Loyalty of digital library users: investigating the role of e-service quality and e-trust in digital economy. Library Hi Tech. https://doi.org/10.1108/LHT-07-2020-0165 Audrain-Pontevia, A. F., & Vanhuele, M. (2016). Where do customer loyalties really lie, and why? Gender differences in store loyalty. International Journal of Retail and Distribution Management, 44(8), 799"“813. https://doi.org/10.1108/IJRDM-01-2016-0002 Boyd, A. (2002). The goals, questions, indicators, measures (GQIM) approach to the measurement of Customer Satisfaction with e-commerce Web sites. Aslib Proceedings, 54(3), 177"“187. https://doi.org/10.1108/00012530210441728 Cheng, Y., & Jiang, H. (2022). Customer"“brand relationship in the era of Artificial Intelligence: understanding the role of Chatbot marketing efforts. Journal of Product and Brand Management, 31(2), 252"“264. https://doi.org/10.1108/JPBM-05-2020-2907 Chi Lin, C. (2003). A critical appraisal of Customer Satisfaction and e-commerce. Managerial Auditing Journal, 18(3), 202"“212. https://doi.org/10.1108/02686900310469952 Cyr, D. (2008). Modeling web site design across cultures: Relationships to trust, satisfaction, and E-Loyalty. Journal of Management Information Systems, 24(4), 47"“72. https://doi.org/10.2753/MIS0742-1222240402 Ding, D. X., Hu, P. J. H., Verma, R., & Wardell, D. G. (2010). The impact of service system design and Flow Experience on Customer Satisfaction in online financial services. Journal of Service Research, 13(1), 96"“110. https://doi.org/10.1177/1094670509350674 Gajewska, T., Zimon, D., Kaczor, G., & MadzÃk, P. (2020). The impact of the level of Customer Satisfaction on the quality of e-commerce services. International Journal of Productivity and Performance Management, 69(4), 666"“684. https://doi.org/10.1108/IJPPM-01-2019-0018 Gunawan, A. V., Linawati, L., Pranandito, D., & Kartono, R. (2019). The Determinant Factors of E-Commerce Satisfaction in Jakarta and Tangerang. Binus Business Review, 10(1), 21"“29. https://doi.org/10.21512/bbr.v10i1.5379 Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). Flow Experience and Internet Shopping Behavior: Investigating the Moderating Effect of Consumer Characteristics. Systems Research and Behavioral Science, 29(3), 317"“332. https://doi.org/10.1002/sres.1101. Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). The impact of website quality on Customer Satisfaction and purchase intention: Perceived playfulness and perceived flow as mediators. Information Systems and E-Business Management, 10(4), 549"“570. https://doi.org/10.1007/s10257-011-0181-5 Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S., & Orús, C. (2019). The Moderating Role of Website Familiarity in the Relationships Between e-Service Quality, e-Satisfaction and E-Loyalty. Journal of Internet Commerce, 18(4), 369"“394. https://doi.org/10.1080/15332861.2019.1668658 Masyhuri, M. (2022). Key Drivers of Customer Satisfaction on the E-Commerce Business. East Asian Journal of Multidisciplinary Research (EAJMR), 1(3), 657"“670. https://doi.org/10.55927 Molinillo, S., Liébana-Cabanillas, F., & Anaya-Sánchez, R. (2018). A social commerce intention model for traditional E-commerce sites. Journal of Theoretical and Applied Electronic Commerce Research, 13(2), 80"“93. https://doi.org/10.4067/S0718-18762018000200107 Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19(1), 22"“42. https://doi.org/10.1287/mksc.19.1.22.15184 Olakunle, A. (2019). EFFECT OF ARTIFICIAL INTELLIGENCE ON CUSTOMER SATISFACTION IN DEPOSIT MONEY BANKING IN AKURE, ONDO STATE. A PROJECT RESEARCH SUBMITTED TO THE DEPARTMENT OF PROJECTMANAGEMENT TECHNOLOGY, 33"“45. Perera, C. H., Nayak, R., & Long, N. V. T. (2019). The Impact of Electronic-Word-of Mouth on E-Loyalty and Consumers"™ e-Satisfaction Making Process: A Social Media Perspective. International Journal of Trade, Economics and Finance, 10(4), 85"“91. https://doi.org/10.18178/ijtef.2019.10.4.642 Prentice, C., Dominique Lopes, S., & Wang, X. (2020). The impact of Artificial Intelligence and employee service quality on Customer Satisfaction and loyalty. Journal of Hospitality Marketing and Management, 29(7), 739"“756. https://doi.org/10.1080/19368623.2020.1722304 Pu, W.-P., Chen, K., & Shieh, M.-D. (2015). The effect of co-design and Flow Experience on Customer Satisfaction and purchase intention online. Issues in Business Management and Economics, 3(4), 59"“66. https://doi.org/10.15739/IBME.2014.015 Ting, O. S., Ariff, M. S. M., Zakuan, N., Sulaiman, Z., & Saman, M. Z. M. (2016). E-Service Quality, E-Satisfaction and E-Loyalty of Online Shoppers in Business to Consumer Market; Evidence form Malaysia. IOP Conference Series: Materials Science and Engineering, 131(1). https://doi.org/10.1088/1757-899X/131/1/012012 Xin Ding, D., Jen-Hwa Hu, P., Verma, R., & Wardell, D. G. (2020) (n.d.). The Impact of Service System Design and Flow Experience on Customer Satisfaction in Online Financial Services.Pengaruh Artificial Intelligence Chatbots dan Flow Experience Terhadap E-Loyalty pada E-Commerce dengan Customer Satisfaction Sebagai Variabel Intervening (Studi Pada Gen Z Pengguna Aplikasi Shopee Kota Pontianak) AbstractThis study aims to determine the effect of Articial Intelligence Chatbots and Flow Experience on E-Loyalty in E-Commerce by using customer satisfaction as an intervening variable (Study on Gen Z Shopee application users in Pontianak City). The type of research used is quantitative research in the form of causality methods and the data collection technique was carried out by distributing questionnaires. The population in this study were Shopee application users in Pontianak City.The number of samples taken in this study were 200 respondents using the sampling technique, namely non-probability sampling with the Convenience Sampling method, and the analytical tool used was SEM (Structural Equation Model) using SmartPLS 3.0. The results of the study show that Artificial Intelligence Chatbots and Flow Experience have a positive and significant effect on customer satisfaction. Artificial Intelligence Chatbots and Flow Experience have a positive and significant effect on E-Loyalty. Customer Satisfaction has a positive and significant effect on E-Loyalty. Customer satisfaction mediates Artificial Intelligence Chatbots and Flow Experience towards E-Loyalty.
Referensi
Adam, M., Wessel, M., & Benlian, A. (2021). AI-based Chatbots in customer service and their effects on user compliance. Electronic Markets, 31(2), 427"“445. https://doi.org/10.1007/s12525-020-00414-7
Akıl, S., & Ungan, M. C. (2021). E-Commerce Logistics Service Quality. Journal of Electronic Commerce in Organizations, 20(1), 1"“19. https://doi.org/10.4018/jeco.292473
Anderson, R. E., & Srinivasan, S. S. (2003). E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology and Marketing, 20(2), 123"“138. https://doi.org/10.1002/mar.10063
Anggoro Wilis, R., & Nurwulandari, A. (2020). The effect of E-Service Quality, E-Trust, Price and Brand Image Towards E-Satisfaction and Its Impact on E-Loyalty of Traveloka"™s Customer. 4(3).
Anser, M. K., Tabash, M. I., Nassani, A. A., Aldakhil, A. M., & Yousaf, Z. (2021). Toward the E-Loyalty of digital library users: investigating the role of e-service quality and e-trust in digital economy. Library Hi Tech. https://doi.org/10.1108/LHT-07-2020-0165
Audrain-Pontevia, A. F., & Vanhuele, M. (2016). Where do customer loyalties really lie, and why? Gender differences in store loyalty. International Journal of Retail and Distribution Management, 44(8), 799"“813. https://doi.org/10.1108/IJRDM-01-2016-0002
Boyd, A. (2002). The goals, questions, indicators, measures (GQIM) approach to the measurement of Customer Satisfaction with e-commerce Web sites. Aslib Proceedings, 54(3), 177"“187. https://doi.org/10.1108/00012530210441728
Cheng, Y., & Jiang, H. (2022). Customer"“brand relationship in the era of Artificial Intelligence: understanding the role of Chatbot marketing efforts. Journal of Product and Brand Management, 31(2), 252"“264. https://doi.org/10.1108/JPBM-05-2020-2907
Chi Lin, C. (2003). A critical appraisal of Customer Satisfaction and e-commerce. Managerial Auditing Journal, 18(3), 202"“212. https://doi.org/10.1108/02686900310469952
Cyr, D. (2008). Modeling web site design across cultures: Relationships to trust, satisfaction, and E-Loyalty. Journal of Management Information Systems, 24(4), 47"“72. https://doi.org/10.2753/MIS0742-1222240402
Ding, D. X., Hu, P. J. H., Verma, R., & Wardell, D. G. (2010). The impact of service system design and Flow Experience on Customer Satisfaction in online financial services. Journal of Service Research, 13(1), 96"“110. https://doi.org/10.1177/1094670509350674
Gajewska, T., Zimon, D., Kaczor, G., & MadzÃk, P. (2020). The impact of the level of Customer Satisfaction on the quality of e-commerce services. International Journal of Productivity and Performance Management, 69(4), 666"“684. https://doi.org/10.1108/IJPPM-01-2019-0018
Gunawan, A. V., Linawati, L., Pranandito, D., & Kartono, R. (2019). The Determinant Factors of E-Commerce Satisfaction in Jakarta and Tangerang. Binus Business Review, 10(1), 21"“29. https://doi.org/10.21512/bbr.v10i1.5379
Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). Flow Experience and Internet Shopping Behavior: Investigating the Moderating Effect of Consumer Characteristics. Systems Research and Behavioral Science, 29(3), 317"“332. https://doi.org/10.1002/sres.1101.
Hsu, C. L., Chang, K. C., & Chen, M. C. (2012). The impact of website quality on Customer Satisfaction and purchase intention: Perceived playfulness and perceived flow as mediators. Information Systems and E-Business Management, 10(4), 549"“570. https://doi.org/10.1007/s10257-011-0181-5
Kaya, B., Behravesh, E., Abubakar, A. M., Kaya, O. S., & Orús, C. (2019). The Moderating Role of Website Familiarity in the Relationships Between e-Service Quality, e-Satisfaction and E-Loyalty. Journal of Internet Commerce, 18(4), 369"“394. https://doi.org/10.1080/15332861.2019.1668658
Masyhuri, M. (2022). Key Drivers of Customer Satisfaction on the E-Commerce Business. East Asian Journal of Multidisciplinary Research (EAJMR), 1(3), 657"“670. https://doi.org/10.55927
Molinillo, S., Liébana-Cabanillas, F., & Anaya-Sánchez, R. (2018). A social commerce intention model for traditional E-commerce sites. Journal of Theoretical and Applied Electronic Commerce Research, 13(2), 80"“93. https://doi.org/10.4067/S0718-18762018000200107
Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19(1), 22"“42. https://doi.org/10.1287/mksc.19.1.22.15184
Olakunle, A. (2019). EFFECT OF ARTIFICIAL INTELLIGENCE ON CUSTOMER SATISFACTION IN DEPOSIT MONEY BANKING IN AKURE, ONDO STATE. A PROJECT RESEARCH SUBMITTED TO THE DEPARTMENT OF PROJECTMANAGEMENT TECHNOLOGY, 33"“45.
Perera, C. H., Nayak, R., & Long, N. V. T. (2019). The Impact of Electronic-Word-of Mouth on E-Loyalty and Consumers"™ e-Satisfaction Making Process: A Social Media Perspective. International Journal of Trade, Economics and Finance, 10(4), 85"“91. https://doi.org/10.18178/ijtef.2019.10.4.642
Prentice, C., Dominique Lopes, S., & Wang, X. (2020). The impact of Artificial Intelligence and employee service quality on Customer Satisfaction and loyalty. Journal of Hospitality Marketing and Management, 29(7), 739"“756. https://doi.org/10.1080/19368623.2020.1722304
Pu, W.-P., Chen, K., & Shieh, M.-D. (2015). The effect of co-design and Flow Experience on Customer Satisfaction and purchase intention online. Issues in Business Management and Economics, 3(4), 59"“66. https://doi.org/10.15739/IBME.2014.015
Ting, O. S., Ariff, M. S. M., Zakuan, N., Sulaiman, Z., & Saman, M. Z. M. (2016). E-Service Quality, E-Satisfaction and E-Loyalty of Online Shoppers in Business to Consumer Market; Evidence form Malaysia. IOP Conference Series: Materials Science and Engineering, 131(1). https://doi.org/10.1088/1757-899X/131/1/012012
Xin Ding, D., Jen-Hwa Hu, P., Verma, R., & Wardell, D. G. (2020) (n.d.). The Impact of Service System Design and Flow Experience on Customer Satisfaction in Online Financial Services.
