Pengaruh Pemanfaatan Chatbot (Ai), Customer Relationship Management (Crm) Dan E-Service Quality Terhadap Kepuasan Pelanggan Pada E-Commerce (Studi Pada Mahasiswa Pengguna Shopee Di Kota Malang)

Abstract

This study examines the influence of Chatbot (AI) utilization, Customer Relationship Management (CRM), and E-Service Quality on customer satisfaction among student users of Shopee in Malang City. The study is grounded in the rapid expansion of e-commerce in Indonesia and the growing expectations of digitally oriented students who demand fast, accurate, and reliable online services. Customer satisfaction is considered a crucial factor in sustaining loyalty and maintaining competitiveness in the e-commerce industry. This research applies a quantitative approach with an explanatory research design. The population consists of students in Malang City who actively use Shopee, and 160 respondents were selected through purposive sampling based on specific criteria. Data were gathered using structured questionnaires and analyzed through validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination (Adjusted R Square). The findings reveal that Chatbot (AI), Customer Relationship Management (CRM), and E-Service Quality simultaneously have a significant effect on customer satisfaction. Partially, each variable also demonstrates a positive and significant impact. These results emphasize the importance of optimizing digital service strategies to improve student satisfaction in e-commerce platforms.

Keywords: Chatbot (AI), Customer Relationship Management (CRM), E-Service Quality, Customer Satisfaction, E-Commerce.