Pengaruh Usefulness, Responsiveness, Dan Ease Of Use Chatbot Terhadap Trust In Seller Serta Dampaknya Terhadap Brand Preference Dan Repurchase Intention Pada Pengguna E-Commerce
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Abstract
Pesatnya penggunaan chatbot dalam layanan pelanggan e-commerce mendorong perlunya pemahaman mengenai peran chatbot dalam membentuk trust in seller serta dampaknya terhadap brand preference dan repurchase intention. Penelitian ini bertujuan untuk mengetahui pengaruh usefulness, responsiveness, dan ease of use chatbot terhadap trust in seller, serta dampaknya terhadap brand preference dan repurchase intention pada pengguna e-commerce. Metode yang digunakan adalah kuantitatif dengan pendekatan survei. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan Partial Least Square (PLS) dengan jumlah responden sebanyak 180 orang yang pernah menggunakan chatbot saat berbelanja online. Hasil penelitian menunjukkan bahwa usefulness, responsiveness, dan ease of use berpengaruh signifikan terhadap trust in seller. Selanjutnya, trust in seller terbukti berpengaruh signifikan terhadap brand preference dan repurchase intention. Penelitian ini berkontribusi dalam memberikan wawasan kepada pelaku e-commerce untuk meningkatkan kualitas layanan chatbot guna membangun kepercayaan pelanggan dan mendorong niat pembelian ulang. Disarankan bagi perusahaan untuk terus mengembangkan fitur chatbot yang interaktif, mudah digunakan, dan responsif terhadap kebutuhan konsumen.
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