PENGARUH PENERAPAN CHATBOT YANG DIDUKUNG ARTIFICIAL INTELLIGENCE TERHADAP KUALITAS PELAYANAN DAN MINAT BELI KONSUMEN PADA UMKM DI PAMEKASAN

Authors

Rina Marliana Universitas Trunojoyo Madura
Bambang Setiyo Pambudi Universitas Trunojoyo Madura

DOI:

Keywords:

Chatbot, Artificial Intelligence, Kualitas Pelayanan, Minat Beli, UMKM

Abstract

Penelitian ini bertujuan mengkaji pengaruh penerapan chatbot berbasis Artificial Intelligence (AI) terhadap kualitas pelayanan dan minat beli konsumen pada UMKM di Kabupaten Pamekasan. Pesatnya perkembangan teknologi digital menuntut UMKM beradaptasi, termasuk memanfaatkan chatbot untuk meningkatkan interaksi dengan konsumen. Chatbot AI dianggap mampu memberikan respon cepat, layanan personal, dan komunikasi efisien yang berpengaruh pada kepuasan serta minat beli. Penelitian menggunakan pendekatan kuantitatif melalui penyebaran kuesioner kepada UMKM yang telah atau sedang memakai chatbot. Data dianalisis dengan regresi berganda untuk mengetahui pengaruh signifikan chatbot, dan hasilnya diharapkan menjadi acuan pengembangan strategi pemasaran digital UMKM.

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