PENGARUH CHATBOT DALAM MENINGKATKAN PURCHASE INTENTION: ANALISIS PERAN SIKAP PELANGGAN TERHADAP KECERDASAN BUATAN
DOI:
https://doi.org/10.31539/costing.v7i6.13568Keywords:
Kecerdasan Buatan, AI, Chatbot, Adoption Intention, Purchase Intention.Abstract
Kecerdasan buatan (AI) telah memainkan peran yang sangat penting dalam era digital, khususnya melalui Chatbot yang telah merubah cara konsumen berinteraksi dengan bisnis. Chatbot berbasis AI, yang mampu berkomunikasi dengan manusia melalui teks, kini menjadi komponen utama dalam mendukung layanan pelanggan dan mempermudah proses pembelian. Meskipun penggunaan Chatbot terus berkembang, masih terdapat kekurangan penelitian yang membahas pengaruh sikap konsumen terhadap AI terhadap purchase intention. Penelitian ini bertujuan untuk menganalisis pengaruh information factors, tech-related factors, perceived usefulness, perceived ease of use, attitude toward AI, dan adoption intention terhadap purchase intention. Survei kuesioner dilakukan pada konsumen di Batam untuk mengumpulkan data. Hasil penelitian menunjukkan bahwa information factors, tech-related factors, perceived usefulness, attitude toward AI, dan adoption intention dari penggunaan AI memiliki pengaruh signifikan terhadap purchase intention. Temuan ini diharapkan memberikan rekomendasi berharga bagi para profesional e-commerce untuk meningkatkan interaksi dengan pelanggan dan mendorong penjualan melalui penerapan Chatbot yang lebih efektif.
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Arachchi, H. D. M., & Samarasinghe, G. D. (2023). Impulse Purchase intention in an AI-mediated retail environment: Extending the TAM with attitudes towards technology and innovativeness. Global Business Review, 09721509231197721.
Badri, R. E., Asnusa, S., Pranyoto, E., Susanti, S., & Gunawan, A. (2022). Adoption of sharia-based fintech innovation in Indonesia: A Case study of the paylater e-commerce platform. GEMA: Journal of Gentiaras Management and Accounting, 14(3), 183-199.
Erkan, I., & Evans, C. (2018). Social media or shopping websites? The influence of e-WOM on consumers’ online purchase intentions. Journal of Marketing Communications, 24(6), 617-632.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
Hair Jr, J., Page, M., & Brunsveld, N. (2019). Essentials of business research methods. Routledge.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S., ... & Ray, S. (2021). Evaluation of reflective measurement models. Partial least squares structural equation modeling (PLS-SEM) using R: A workbook, 75-90.
Imam, S. H. (2022). Analisis perceived usefulness, perceived ease of use, kepercayaan, dan literasi keuangan syariah terhadap adopsi fintech syariah oleh UMKM. UIN Raden Intan Lampung, Tesis.
Iranmanesh, M., Ghobakhloo, M., Foroughi, B., Nilashi, M., & Yadegaridehkordi, E. (2023). Factors influencing attitude and intention to use autonomous vehicles in Vietnam: findings from PLS-SEM and ANFIS. Information Technology & People, 37(6).
Kashive, N., Powale, L., & Kashive, K. (2020). Understanding user perception toward artificial intelligence (AI) enabled e-learning. The International Journal of Information and Learning Technology, 38(1), 1-19.
Kasilingam, D. L. (2020). Understanding the attitude and intention to use smartphone chatbots for shopping. Technology in Society, 62, 101280.
Kumar, A., & Gera, N. (2023). examining social media usage, brand image and e-wom (quantity, quality and credibility) as determinants of purchase intention. Parikalpana KIIT Journal of Management, 19(1), 150-168.
Lestarie, N. A., Budianto, A., & Prabowo, F. H. E. (2020). Pengaruh perceived ease of use dan perceived usefulness terhadap keputusan pembelian. Jurnal Bina Bangsa Ekonomika, 13(2), 194-200.
Maria, I., Wijaya, V., & Keni, K. (2021). Pengaruh information quality dan service quality terhadap perceived value dan konsekuensinya terhadap customer engagement behavior intention (Studi pada social commerce Instagram). Jurnal Muara Ilmu Ekonomi dan Bisnis, 5(2), 321-334.
Mariasih, A. A., & Setiyaningrum, A. (2021). Peran eWOM Quality, eWOM Quantity, dan eWOM Credibility dalam Membentuk Corporate Image dan Mendorong Purchase intention: Studi Empiris pada Jasa Pendidikan. Jurnal Manajemen dan Bisnis Sriwijaya, 19(1), 1-20.
Prakosa, A., & Sumantika, A. (2020). Analisis Technology Acceptance Model pada Pengguna Dompet Digital di Daerah Istimewa Yogyakarta. Jurnal Manajemen, 10(2), 137-146.
Prastiawan, D. I., Aisjah, S., & Rofiaty, R. (2021). The Effect of Perceived usefulness, Perceived ease of use, and Social Influence on the Use of Mobile Banking through the Mediation of Attitude Toward Use. Asia Pacific Management and Business Application, 009(03), 243–260.
Primanda, R., Setyaning, A. N., Hidayat, A., & Ekasasi, S. R. (2020). The role of trust on perceived usefulness and perceived ease of use toward purchase intention among Yogyakarta’s students. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 3(3), 316-326.
Rahmiati, R., & Yuannita, I. I. (2019). The influence of trust, perceived usefulness, perceived ease of use, and attitude on purchase intention. Jurnal Kajian Manajemen Bisnis, 8(1), 27-34.
Ritonga, N., & Ameliany, N. (2022). Pengaruh perceived usefulness terhadap niat menggunakan aplikasi shopee paylater dan dampaknya terhadap keputusan pembelian. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(1), 1130-1136.
Sati, R. A. S., & Ramaditya, B. B. A. (2020). Pengaruh persepsi manfaat, perceived ease of use penggunaan, kepercayaan dan persepsi risiko terhadap minat menggunakan E-Money (Studi kasus pada konsumen yang menggunakan metland card)/effect of perception of benefits, easy perception of use, trust and risk perception towards interest using e-money (case study of consumers who use the metland card). STIE Indonesia, Skripsi.
Setiawan, M., & Setyawati, C. Y. (2020). The influence of perceived ease of use on the intention to use mobile paymentattitude toward using as mediator. Journal of Acounting and Strategic Finance, 3(1).
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta: Bandung,
Tahar, A., Riyadh, H. A., Sofyani, H., & Purnomo, W. E. (2020). Perceived ease of use, perceived usefulness, perceived security and intention to use e-filing: The role of technology readiness. The Journal of Asian Finance, Economics and Business (JAFEB), 7(9), 537-547.
Tiong, W. N. (2020). Factors influencing behavioural intention towards adoption of digital banking services in Malaysia. International Journal of Asian Social Science, 10(8), 450-457.
Utami, R., Amril, D. Y., Ardiansyah, A., & Jundrio, H. (2022). Pengaruh perceived usefulness, perceived ease of use, dan time saving terhadap continuous usage intention dengan attitude towards mobile apps sebagai variabel mediasi pada aplikasi simpool di masa pandemi covid 19. Masarin, 1(1), 13-29.
Wahyudi, W., Mukhsin, M., & Nupus, H. (2021). Meningkatkan intention to use aplikasi mobile JKN melalui perceived usefulness dan attitude towards use sebagai variabel intervening (studi pada pengguna aplikasi mobile JKN segmen pekerja penerima upah badan usaha di wilayah BPJS Kesehatan Cabang Serang). Jurnal Riset Bisnis dan Manajemen Tirtayasa (JRBMT), 5(1), 98-116.
Yin, J., & Qiu, X. (2021). AI technology and online purchase intention: Structural equation model based on perceived value. Sustainability, 13(10), 5671.
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2024-12-11
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