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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar
Aisyah Apriliana Putri
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FACTORS INFLUENCING CUSTOMER EXPERIENCE WHEN USING ANTHROPOMORPHIC GENERATIVE AI CHATBOTS: A PERSPECTIVE ON LANGUAGE STYLE AND RECOMMENDATIONS Aisyah Apriliana Putri; Jaka Nugraha
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Publish
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.48594

Abstract

This study aims to determine the effect of anthropomorphic Generative AI chatbots on customer experience through the perspectives of language style and recommendations. The research method used is a quantitative approach with a survey technique. The research sample consists of students from the Office Administration Education Study Program at Surabaya State University from the 2022-2024 batch who have used Generative AI chatbots. Data analysis was conducted using Structural Equation Modeling–Generalized Structured Component Analysis (SEM-GSCA). The results of the study indicate that anthropomorphic Generative AI chatbots have a significant effect on language style and recommendations, as well as a positive effect on customer experience. In addition, language style and recommendations were also found to have a significant effect on customer experience.
Co-Authors Jaka Nugraha