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All Journal Optimal: Jurnal Ekonomi dan Manajemen
Meriza Elvira
Universitas Negeri Padang

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Pengaruh Chatbot Berbasis Artificial Intelligence di Platform E-Commerce Shopee terhadap Kepuasan Konsumen dalam Pembelian Produk Facial Wash pada Mahasiswa Tata Rias dan Kecantikan Meriza Elvira; Rahmi Oktarina
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 3 (2026): September: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i3.12738

Abstract

Advances in Artificial Intelligence (AI) have significantly influenced the development of digital services in the e-commerce sector, particularly through the adoption of chatbot technology to support customer interactions. Nevertheless, users of the Shopee platform continue to experience challenges such as delayed service responses and insufficient product information, which may reduce the quality of the shopping experience and affect customer satisfaction. This study examines the influence of AI-powered chatbots on customer satisfaction in purchasing facial wash products among students of the Cosmetology Study Program. A quantitative research design with a descriptive approach was employed. The study involved 123 respondents selected through purposive sampling. Data were obtained using a Likert-scale questionnaire and analyzed through descriptive statistics, assumption testing, simple linear regression, the t-test, and the coefficient of determination using SPSS version 26. The results are expected to enrich empirical evidence regarding the role of AI-based chatbots in improving customer satisfaction and to provide practical insights for e-commerce providers in optimizing digital customer service.
Co-Authors Oktarina, Rahmi