Penggunaan Chatbot Layanan Pelanggan pada UMKM: Peran Response Speed, Customer Experience, dan Repeat Purchase

Rian Warsa Firmansyah; Tina Pudjiastuti; Darman Megantara

doi:10.71094/selayar.v2i3.427

Authors

Rian Warsa Firmansyah Program Studi Sistem Informasi, Fakultas Teknologi Informasi, Universitas Bina Sarana Informatika, Indonesia Author
Tina Pudjiastuti Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Sultan Agung, Indonesia Author
Darman Megantara Program Studi Bisnis Digital, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro, Indonesia Author

DOI:

https://doi.org/10.71094/selayar.v2i3.427

Keywords:

chatbot layanan pelanggan, response speed, customer experience, repeat purchase, UMKM

Abstract

Perkembangan teknologi Artificial Intelligence (AI) mendorong UMKM untuk mengadopsi chatbot sebagai media layanan pelanggan digital guna meningkatkan efisiensi pelayanan dan kualitas interaksi dengan pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh response speed chatbot terhadap customer experience dan repeat purchase pelanggan UMKM, serta menguji peran customer experience sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan jenis explanatory research. Data diperoleh melalui penyebaran kuesioner online kepada 200 responden yang pernah menggunakan chatbot layanan pelanggan pada UMKM berbasis digital di Indonesia. Teknik pengambilan sampel menggunakan purposive sampling dengan kriteria responden pernah berinteraksi menggunakan chatbot dan melakukan transaksi pada UMKM digital. Analisis data dilakukan menggunakan Structural Equation Modeling berbasis Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa response speed berpengaruh positif dan signifikan terhadap customer experience. Selain itu, customer experience juga berpengaruh positif terhadap repeat purchase pelanggan UMKM. Response speed terbukti memiliki pengaruh langsung terhadap repeat purchase, namun pengaruh tidak langsung melalui customer experience menunjukkan hasil yang lebih kuat. Temuan penelitian mengindikasikan bahwa customer experience mampu memediasi hubungan antara response speed dan repeat purchase. Penelitian ini menegaskan bahwa penggunaan chatbot dengan respons cepat, komunikasi yang nyaman, dan layanan yang efisien dapat meningkatkan pengalaman pelanggan serta mendorong loyalitas pelanggan pada UMKM berbasis digital. Hasil penelitian diharapkan menjadi referensi bagi UMKM dalam mengembangkan strategi layanan pelanggan berbasis teknologi AI.

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