FAKTOR FAKTOR YANG MEMENGARUHI BEHAVIORAL INTENTION PENGGUNAAN CHATBOT SHOPEE PADA GEN Z DI DKI JAKARTA

HIPNU MAULANA, . (2026) FAKTOR FAKTOR YANG MEMENGARUHI BEHAVIORAL INTENTION PENGGUNAAN CHATBOT SHOPEE PADA GEN Z DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi behavioral intention Generasi Z dalam menggunakan chatbot Shopee sebagai layanan pelanggan berbasis kecerdasan buatan pada platform e-commerce. Variabel yang diuji dalam penelitian ini meliputi performance expectancy, social influence, dan trust terhadap behavioral intention. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan dari responden Generasi Z yang berdomisili di DKI Jakarta dan pernah menggunakan chatbot Shopee. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dikumpulkan melalui kuesioner yang disebarkan secara daring. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan pendekatan Partial Least Squares (PLS) untuk menguji hubungan antar variabel dalam model penelitian. Hasil penelitian menunjukkan bahwa performance expectancy dan social influence berpengaruh positif dan signifikan terhadap trust. Selanjutnya, trust dan social influence terbukti berpengaruh positif dan signifikan terhadap behavioral intention penggunaan chatbot Shopee. Namun, performance expectancy tidak menunjukkan pengaruh yang signifikan secara langsung terhadap behavioral intention. Lebih lanjut, hasil pengujian menunjukkan bahwa trust memediasi pengaruh performance expectancy dan social influence terhadap behavioral intention. Temuan ini mengindikasikan bahwa kepercayaan pengguna memiliki peran penting dalam mendorong niat penggunaan chatbot Shopee di kalangan Generasi Z. Penelitian ini merekomendasikan agar pihak e-commerce, khususnya Shopee, lebih memfokuskan pengembangan chatbot pada peningkatan keandalan, keamanan, dan kualitas respons guna membangun kepercayaan pengguna serta meningkatkan niat penggunaan layanan chatbot secara berkelanjutan. Kata Kunci: Performance Expectancy, Social Influence, Trust, Behavioral Intention, Chatbot Shopee ***** This study aims to analyze the factors that influence Generation Z's behavioral intention in using Shopee chatbots as artificial intelligence-based customer service on e-commerce platforms. The variables tested in this study include performance expectancy, social influence, and trust in behavioral intention. This study uses a quantitative approach with a survey method. Data was collected from Generation Z respondents residing in DKI Jakarta who had used the Shopee chatbot. The sampling technique used was purposive sampling. Data was collected through an online questionnaire. The data analysis technique used was Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach to test the relationship between variables in the research model. The results showed that performance expectancy and social influence had a positive and significant effect on trust. Furthermore, trust and social influence were found to have a positive and significant effect on behavioral intention to use the Shopee chatbot. However, performance expectancy did not show a significant direct effect on behavioral intention. Furthermore, the test results showed that trust mediates the effect of performance expectancy and social influence on behavioral intention. These findings indicate that user trust plays an important role in driving Generation Z's intention to use Shopee's chatbot. This study recommends that e-commerce companies, especially Shopee, focus more on developing chatbots that improve reliability, security, and response quality in order to build user trust and increase the intention to use chatbot services on an ongoing basis. Keyword: Performance Expectancy, Social Influence, Trust, Behavioral Intention, Chatbot Shopee

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, SE., M.M. ; 2). Dr. Ryna Parlyna, M.B.A.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	HIPNU MAULANA .
Date Deposited:	11 Feb 2026 05:09
Last Modified:	11 Feb 2026 05:09
URI:	http://repository.unj.ac.id/id/eprint/65272

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