Chusnu, Muhammad (2024) Pengaruh Interaktivitas Terhadap Loyalitas Merek Melalui Pengalaman Pelanggan dan Keterlibatan Pelanggan (Studi Kasus Pada Pengguna Chatbot AI di Indonesia). Thesis thesis, STIE Bank BPD Jateng.
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Abstract
Rapid advancements in information and communication technology have prompted companies to integrate AI chatbots into their marketing strategies. However, the impact of AI chatbot interactivity on brand loyalty through customer experience and engagement still requires further investigation, particularly in the Indonesian market. This study aims to explore and understand the influence of AI chatbot interactivity on brand loyalty, focusing on customer experience and engagement as mediating variables. This research employs a quantitative approach. Data were collected through online questionnaires distributed to 359 randomly selected AI chatbot users in Indonesia. The questionnaires were tested for validity and reliability to ensure data accuracy. Data analysis was conducted using Structural Equation Modeling (SEM) to test the proposed hypotheses. The analysis results indicate that AI chatbot interactivity has a positive and significant effect on customer experience and engagement. Furthermore, customer experience and engagement significantly mediate the relationship between AI chatbot interactivity and brand loyalty. This indicates that a good experience and high engagement can enhance customer loyalty to the brand. This study provides valuable insights for companies on how the use of AI chatbots can improve customer experience and engagement, and their impact on brand loyalty. These findings have practical implications that can assist companies in designing more effective digital marketing strategies.
| Item Type: | Thesis (Thesis) |
|---|---|
| Additional Information: | Kemajuan dalam teknologi informasi dan komunikasi yang cepat telah mendorong perusahaan untuk mengintegrasikan chatbot AI ke dalam strategi pemasaran mereka. Namun, pengaruh dari interaktivitas chatbot AI terhadap loyalitas merek melalui pengalaman dan keterlibatan pelanggan masih membutuhkan penelitian lebih lanjut, khususnya di pasar Indonesia. Penelitian ini bertujuan untuk mengeksplorasi dan memahami pengaruh interaktivitas chatbot AI terhadap loyalitas merek, dengan fokus pada pengalaman dan keterlibatan pelanggan sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif. Data dikumpulkan melalui kuesioner online yang disebarkan kepada 359 pengguna chatbot AI di Indonesia yang dipilih secara acak. Kuesioner tersebut telah diuji validitas dan reliabilitasnya untuk memastikan akurasi data. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) untuk menguji hipotesis yang diajukan. Hasil analisis menunjukkan bahwa interaktivitas chatbot AI memiliki pengaruh positif dan signifikan terhadap pengalaman dan keterlibatan pelanggan. Selain itu, pengalaman dan keterlibatan pelanggan terbukti secara signifikan memediasi hubungan antara interaktivitas chatbot AI dan loyalitas merek. Ini menunjukkan bahwa pengalaman dan keterlibatan yang baik dapat memperkuat loyalitas pelanggan terhadap merek.Penelitian ini menawarkan wawasan penting bagi perusahaan tentang bagaimana penggunaan chatbot AI dapat meningkatkan pengalaman dan keterlibatan pelanggan, serta dampaknya terhadap loyalitas merek. Temuan ini memiliki implikasi praktis yang dapat membantu perusahaan merancang strategi pemasaran digital yang lebih efektif. |
| Uncontrolled Keywords: | interactivity, AI chatbot, customer experience, customer engagement, brand loyalty |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 06 Sep 2024 04:47 |
| Last Modified: | 09 Sep 2024 08:03 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2074 |
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