Dari Gaya Tanggapan hingga Niat Membeli Kembali: Peran Akurasi Empati dan Kepuasan Pelanggan dalam Interaksi Chatbot Shopee
DOI:
https://doi.org/10.38035/jimt.v7i4.8006Keywords:
chatbot, Gaya Respon, akurasi empati, kepuasan pelanggan, niat pembelian ulangAbstract
Artikel ini berjudul “From Response Style to Repurchase Intention: The Role of Empathic Accuracy and Customer Satisfaction in Shopee Chatbot Interactions.” Perkembangan layanan pelanggan berbasis kecerdasan buatan mendorong penggunaan chatbot sebagai titik kontak utama dalam interaksi pelanggan pada platform e-commerce; namun demikian, masih terdapat keluhan terkait ketepatan empati dan kualitas interaksi layanan digital. Penelitian ini bertujuan untuk menganalisis pengaruh gaya respon chatbot terhadap akurasi empati, kepuasan pelanggan, dan niat pembelian ulang pada pengguna Shopee di Indonesia sebagai objek penelitian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan dari pengguna Shopee yang termasuk dalam Generasi Y dan Generasi Z, kemudian dianalisis menggunakan metode structural equation modeling berbasis varians. Hasil penelitian menunjukkan bahwa gaya respon chatbot berpengaruh positif terhadap akurasi empati dan kepuasan pelanggan. Akurasi empati berpengaruh positif terhadap kepuasan pelanggan, serta kepuasan pelanggan berpengaruh positif terhadap niat pembelian ulang. Selain itu, akurasi empati dan kepuasan pelanggan berperan sebagai variabel mediasi dalam hubungan antara gaya respon chatbot dan niat pembelian ulang. Temuan ini menegaskan pentingnya perancangan interaksi chatbot yang empatik untuk memperkuat keberlanjutan perilaku pembelian pelanggan pada platform e-commerce.
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