Pengaruh Penggunaan Kecerdasan Buatan (Asisten Virtual) dalam E-Commerce terhadap Keputusan Pembelian Melalui Kepuasan Pelanggan (Studi Kasus LazzieChat di E-Commerce Lazada: Analisis Pengguna di Tangerang Selatan)
DOI:
https://doi.org/10.58812/jmws.v4i11.2886Kata Kunci:
Artificial Intelligence, Virtual Assistant E-Commerce, Customer Satisfaction Purchase, Decision Lazziechat Lazada, Tangerang SelatanAbstrak
Seiring meningkatnya adopsi kecerdasan buatan (AI) dalam e commerce, peran asisten virtual seperti LazzieChat dalam memengaruhi perilaku konsumen masih memerlukan pemahaman yang lebih mendalam. Penelitian ini bertujuan untuk menganalisis pengaruh persepsi terhadap asisten virtual LazzieChat terhadap keputusan pembelian konsumen, dengan kepuasan pelanggan sebagai variabel mediasi. Studi ini berfokus pada pengguna Lazada di Tangerang Selatan, wilayah dengan intensitas tinggi aktivitas digital dan pertumbuhan e-commerce. Pendekatan kuantitatif digunakan dengan pengumpulan data melalui kuesioner berbasis skala likert terhadap 211 responden yang dipilih secara purposif. Data dianalisis menggunakan metode Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa persepsi positif terhadap LazzieChat memiliki pengaruh signifikan terhadap keputusan pembelian, baik secara langsung maupun tidak langsung melalui peningkatan kepuasan pelanggan. Temuan ini menegaskan pentingnya kualitas interaksi digital dalam membentuk pengalaman berbelanja yang lebih personal dan efisien. Implikasi manajerial dari studi ini menunjukkan bahwa optimalisasi teknologi layanan AI dapat menjadi strategi diferensiasi yang efektif untuk meningkatkan loyalitas dan konversi dalam ekosistem e-commerce yang kompetitif.
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Hak Cipta (c) 2025 Meylia Adillah, Vidiyana Anggrayni, Tita Rosalia
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