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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Prasetyo Hartanto
Universitas Pendidikan Indonesia/Telkom University
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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CHATBOT QUALITY ALONE DOES NOT CREATE LOYALTY: SATISFACTION AND TRUST AS TRANSMISSION MECHANISMS Prasetyo Hartanto; Vanessa Gaffar; Lili Adi Wibowo; Mokh Adib Sultan
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 6 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22830306

Abstract

Chatbots have become a primary customer-service channel on Indonesian e-commerce platforms, yet evidence on how chatbot service quality is converted into customer loyalty remains limited. This study examines the effect of the service quality of Tokopedia's chatbot on e-loyalty and tests customer satisfaction and e-customer trust as parallel mediating mechanisms. A quantitative explanatory cross-sectional design was applied through an online survey of Tokopedia users; 297 responses were collected and 235 passed the screening criterion of prior chatbot use. All constructs were specified as reflective higher-order constructs measured by 23 items on a seven-point semantic differential scale, and the data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4. Service quality has a positive and significant effect on customer satisfaction, e-customer trust and e-loyalty, and both mediators significantly increase e-loyalty. Both indirect paths are significant, and together they account for roughly three quarters of the total effect of service quality on e-loyalty, whereas the direct effect is significant but weak in magnitude. The model explains 65.0% of the variance in e-loyalty. The findings indicate that chatbot quality builds loyalty mainly by producing satisfying and trustworthy interactions rather than directly.
Co-Authors Adib Sultan, Adib Lili Adi Wibowo Vanessa Gaffar