Pengalaman Pelanggan dalam Menggunakan Asisten Virtual Chatbot: Komparasi Aplikasi E-Commerce Indonesia

Article Sidebar

Published Dec 27, 2024
https://doi.org/10.31605/mandar.v7i1.4424
Download
PDF
Statistic
Vol 7 No 1 (2024): Vol 07, No 01 (2024): December (2024)

Main Article Content

Fransiska Anita Subari
Parahyangan Catholic University
Theresia Gunawan
Parahyangan Catholic University
Daniel Hermawan
Parahyangan Catholic University
https://orcid.org/0000-0002-9336-799X

Abstract

Asisten virtual merupakan salah satu produk pengembangan teknologi yang memungkinkan perusahaan untuk memberikan layanan bantuan kepada pelanggan sepanjang hari tanpa batasan waktu dan tempat. Tujuan dari penelitian ini adalah untuk membandingkan pengalaman pelanggan dari empat aplikasi, yaitu Tokopedia, Shopee, Gojek, dan Grab. Pengalaman pelanggan diukur melalui aspek user friendly, kecepatan, kemudahan, dan kepercayaan. Pengumpulan data dilakukan dengan melakukan survei kepada 181 responden di Kota Bandung yang merupakan pengguna salah satu aplikasi tersebut. Data dianalisis secara kuantitatif untuk memperjelas perbandingan pengalaman pelanggan dari setiap aspek. Penelitian ini mencoba membandingkan empat e-commerce dengan jenis bisnis yang berbeda. Gojek dan Grab lebih fokus pada layanan transportasi dan pengiriman, sedangkan Shopee dan Tokopedia fokus pada pangsa pasar. Hasil penelitian ini menunjukkan bahwa secara keseluruhan pengguna memiliki pengalaman positif dalam semua aspek dan Grab telah memberikan pengalaman layanan pelanggan virtual terbaik. Tokopedia dan Shopee dapat mengakomodasi pengguna untuk berkomunikasi secara interaktif dengan penjual secara langsung, sedangkan Gojek dan Grab berperan sebagai perantara dalam pola komunikasi asisten virtual chatbot. Penelitian ini merupakan rekomendasi yang berlaku bagi e-commerce dalam memberikan layanan yang berorientasi pada pengguna daripada mengandalkan kecerdasan buatan chatbot

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author Biographies

Fransiska Anita Subari, Parahyangan Catholic University

Center for Business Studies (CEBIS), Business Administration Study Program, Faculty of Social and Political Sciences, Parahyangan Catholic University

Theresia Gunawan, Parahyangan Catholic University

Center for Business Studies (CEBIS), Business Administration Study Program, Faculty of Social and Political Sciences, Parahyangan Catholic University

Daniel Hermawan, Parahyangan Catholic University

Center for Business Studies (CEBIS), Business Administration Study Program, Faculty of Social and Political Sciences, Parahyangan Catholic University

How to Cite
Anita Subari, F., Gunawan, T., & Hermawan, D. (2024). Pengalaman Pelanggan dalam Menggunakan Asisten Virtual Chatbot: Komparasi Aplikasi E-Commerce Indonesia. MANDAR: Management Development and Applied Research Journal, 7(1), 43-52. https://doi.org/10.31605/mandar.v7i1.4424

References

Adha, W. M., & Mas' ud, A. A. (2024). Digital Marketing Development Strategy of Cocoa Products. Revista de Gestão Social e Ambiental, 18(6), e05305-e05305.

El Bakkouri, B., Raki, S., & Belgnaoui, T. (2022). The role of chatbots in enhancing customer experience: literature review. Procedia Computer Science, 203, 432–437.

Gümüş, N., & Çark, Ö. (2021). The effect of customers’ attitudes towards chatbots on their experience and behavioural intention in Turkey. Interdisciplinary Description of Complex Systems: INDECS, 19(3), 420–436.

Hendricks, S., & Mwapwele, S. D. (2024). A systematic literature review on the factors influencing e-commerce adoption in developing countries. Data and Information Management, 8(1), 100045.

Hermawan, D. (2019). The importance of digital trust in e-commerce: Between brand image and customer loyalty. International Journal of Applied Research in Management and Economics, 2(3), 18–30.

Hermawan, D. (2024). Komunikasi Bisnis: Konsep dan Aplikasi dalam Era Kecerdasan Buatan. Bandung: Unpar Press.

Hermawan, D., Gunawan, T., & Li, Z. (2020). Customer Experience Of Multi-Service Platform: The Mediating Role Between Brand Extension Strategy And Brand Image. Dinasti International Journal of Management Science, 2(1), 149–161.

Hsu, P.-F., Nguyen, T., Wang, C.-Y., & Huang, P.-J. (2023). Chatbot commerce—How contextual factors affect Chatbot effectiveness. Electronic Markets, 33(1), 14.

Huang, D., Markovitch, D. G., & Stough, R. A. (2024). Can chatbot customer service match human service agents on customer satisfaction? An investigation in the role of trust. Journal of Retailing and Consumer Services, 76, 103600.

Joksimovic, S., Ifenthaler, D., Marrone, R., De Laat, M., & Siemens, G. (2023). Opportunities of artificial intelligence for supporting complex problem-solving: Findings from a scoping review. Computers and Education: Artificial Intelligence, 4, 100138.

Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management 3rd edn PDF eBook. Pearson Higher Ed.

Li, M., & Wang, R. (2023). Chatbots in e-commerce: The effect of chatbot language style on customers’ continuance usage intention and attitude toward brand. Journal of Retailing and Consumer Services, 71, 103209.

Moes, A., Fransen, M. L., Verhagen, T., & Fennis, B. (2023). From direct marketing toward interactive marketing: The evolving interactive marketing tools. In The Palgrave Handbook of Interactive Marketing (pp. 43–63). Springer.

Nguyen, T. T., Thi Thu Truong, H., & Le-Anh, T. (2023). Online purchase intention under the integration of theory of planned behavior and technology acceptance model. Sage Open, 13(4), 21582440231218816.

Noonia, A., Beg, R., Patidar, A., Bawaskar, B., Sharma, S., & Rawat, H. (2024). Chatbot vs Intelligent Virtual Assistance (IVA). Conversational Artificial Intelligence, 655–673.

Putri, K. N., & Hermawan, D. (2021). Digital marketing strategy of creative consultant during COVID-19 pandemic: A qualitative approach. International Journal of Entrepreneurship, Business and Creative Economy, 1(1), 39–56.

Sheng, M. L., Natalia, N., & Rusfian, E. Z. (2024). AI Chatbot, Human, and In‐Between: Examining the Broader Spectrum of Technology‐Human Interactions in Driving Customer‐Brand Relationships Across Experience and Credence Services. Psychology & Marketing.

Song, M., Zhang, H., Xing, X., & Duan, Y. (2023). Appreciation vs. apology: Research on the influence mechanism of chatbot service recovery based on politeness theory. Journal of Retailing and Consumer Services, 73, 103323.

Sundjaja, A. M., Utomo, P., & Colline, F. (2024). The determinant factors of continuance use of customer service chatbot in Indonesia e-commerce: extended expectation confirmation theory. Journal of Science and Technology Policy Management.

Sutarso, Y., Suminar, B., & Ilfitriah, A. M. (2024). Do shopping anxiety and data leakage risks matter to e-commerce customers? Evidence from the largest economy in Southeast Asia. Jurnal Manajemen Dan Pemasaran Jasa, 17(1), 97–116.

Tan, P. K., & Lim, C. M. (2023). Factors that affect user satisfaction of using E-commerce chatbot: A study on generation Z. International Journal of Business and Technology Management, 5(1), 292–303.

Wahbi, A., Khaddouj, K., & Lahlimi, N. (2023). Study of the relationship between chatbot technology and customer experience and satisfaction. International Journal of Accounting, Finance, Auditing, Management and Economics, 4(6–1), 758–771.

Xu, Y., Niu, N., & Zhao, Z. (2023). Dissecting the mixed effects of human-customer service chatbot interaction on customer satisfaction: An explanation from temporal and conversational cues. Journal of Retailing and Consumer Services, 74, 103417.