EFEKTIVITAS CHATBOT AI DALAM MENINGKATKAN CUSTOMER LOYALTY (STUDI PADA PENGGUNA FITUR DIANA APLIKASI DANA)

KIRAYNA EVITASARI, . (2025) EFEKTIVITAS CHATBOT AI DALAM MENINGKATKAN CUSTOMER LOYALTY (STUDI PADA PENGGUNA FITUR DIANA APLIKASI DANA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis efektivitas chatbot AI dalam meningkatkan Customer Loyalty pada pengguna fitur DIANA di aplikasi DANA. Penelitian ini menggunakan metode kuantitatif dengan instrumen survei. Pengumpulan data dilakukan melalui teknik non probability sampling yaitu purposive sampling dengan mengambil sampel 160 responden. Kemudian jawaban responden yang telah diperoleh diolah menggunakan teknis analisis data Structural Equation Modelling-Partial Least Square (SEM-PLS) dengan menggunakan software SmartPLS 4.0. Hasil pengujian hipotesis dalam penelitian ini diperoleh, bahwa terbukti 1) Service Quality berpengaruh terhadap Customer Loyalty, 2) Service Quality berpengaruh terhadap Customer Satisfaction, 3) Trust berpengaruh terhadap Customer Loyalty, 4) Trust berpengaruh terhadap Customer Satisfaction, 5) Customer Satisfaction berpengaruh terhadap Customer Loyalty, 6) Service Quality berpengaruh terhadap Customer Loyalty melalui Customer Satisfaction, 7) Trust berpengaruh terhadap Customer Loyalty melalui Customer Satisfaction. **** This study aims to analyze the effectiveness of AI chatbots in increasing Customer Loyalty in users of the DIANA feature in the DANA application. This research uses quantitative methods with survey instruments. Data collection was carried out through non-probability sampling techniques, namely purposive sampling by taking a sample of 160 respondents. Then the respondents' answers that have been obtained are processed using Structural Equation Modeling-Partial Least Square (SEM-PLS) data analysis techniques using SmartPLS 4.0 software. The results of hypothesis testing in this study obtained, that it is proven 1) Service Quality affects Customer Loyalty, 2) Service Quality affects Customer Satisfaction, 3) Trust affects Customer Loyalty, 4) Trust affects Customer Satisfaction, 5) Customer Satisfaction affects Customer Loyalty, 6) Service Quality affects Customer Loyalty through Customer Satisfaction, 7) Trust affects Customer Loyalty through Customer Satisfaction.

Item Type:	Thesis (Sarjana)
Additional Information:	1.) Dr. Osly Usman, M.Bus. ; 2.) Adnan Kasofi, S.Pd., MBA.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 27096 not found.
Date Deposited:	03 Mar 2025 05:03
Last Modified:	07 Mar 2025 04:13
URI:	http://repository.unj.ac.id/id/eprint/54276

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