Shilfiyana, Dhindha Alvionita and Badrudin, Rudy (2025) Pengaruh Ai Chatbot Experience, Perceived Usefulness, Dan Trust In Technology Terhadap Customer Loyalty Dengan Customer Satisfaction Sebagai Variabel Moderasi Pada Tiktok Shop. Jurnal thesis, Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta.
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Jurnal Tesis Dhindha Alvionita Shilfiyana 222300971.pdf Download (721kB) |
Abstract
This study aims to analyze the influence of user experience with AI Chatbots, perceived usefulness, and trust in technology on customer loyalty, with customer satisfaction as a moderating variable among TikTok Shop users. A quantitative approach was used, with data collected through an online questionnaire distributed to 250 respondents who had shopped on TikTok Shop and used the AI Chatbot service. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) through the SmartPLS 4.0 application. The results show that AI Chatbot experience, perceived usefulness, and trust in technology have a positive and significant effect on customer loyalty. However, customer satisfaction only significantly moderates the relationship between perceived usefulness and customer loyalty. Meanwhile, the moderating effect of customer satisfaction on the relationship between AI Chatbot experience and trust in technology with customer loyalty is not significant. These findings reinforce the framework of Expectation Confirmation Theory (ECT), which posits that loyalty is formed when user perceptions and experiences of technology meet or exceed their initial expectations. This study implies that TikTok Shop should focus on enhancing user experience, perceived usefulness, and trust in technology to sustainably foster customer loyalty.
| Item Type: | Thesis (Jurnal) |
|---|---|
| Additional Information: | Jurnal Tesis dapat dibaca di Perpustakaan dengan Call Number SHI P 707/2025 |
| Uncontrolled Keywords: | AI Chatbot experience, perceived usefulness, trust in technology, customer satisfaction, customer loyalty, TikTok Shop, Expectation Confirmation Theory (ECT). |
| Subjects: | MANAJEMEN > Pemasaran dan Periklanan |
| Divisions: | Program Pasca Sarjana > Jurnal Tesis Magister Manajemen |
| Depositing User: | Unnamed user with email webmaster@stieykpn.ac.id |
| Date Deposited: | 10 Sep 2025 02:50 |
| Last Modified: | 10 Sep 2025 02:50 |
| URI: | http://repositorybaru.stieykpn.ac.id/id/eprint/3401 |
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