Pengaruh Usability dan Responsiveness Chatbot terhadap Kepuasan Pelanggan: Analisis Mahasiswa Bisnis Digital Universitas Negeri Medan dalam Konteks Penggunaan E-Commerce
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Abstract
Penelitian ini bertujuan untuk mengevaluasi sejauh mana usability dan responsiveness chatbot mempengaruhi customer satisfaction pada customer service di e-commerce, khususnya di kalangan mahasiswa program studi Bisnis Digital Universitas Negeri Medan. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan teknik purposive sampling, melibatkan 78 responden. Data dikumpulkan melalui kuesioner yang menggunakan skala Likert dan dianalisis secara statistik dengan metode regresi berganda serta uji hipotesis menggunakan uji F, uji t, dan koefisien determinasi. Sebelum analisis utama dilakukan, data diuji untuk validitas, reliabilitas, dan asumsi klasik. Hasil analisis menunjukkan bahwa usability dan responsiveness chatbot secara keseluruhan memiliki pengaruh positif dan signifikan terhadap customer satisfaction. Hal ini ditunjukkan dengan nilai Fhitung yang melebihi Ftabel pada tingkat signifikansi 5%. Pengaruh usability dan responsiveness terhadap kepuasan pelanggan diukur dengan nilai R-square. Secara individual, usability dan responsiveness memiliki pengaruh signifikan terhadap customer satisfaction, dengan nilai thitung lebih besar dari ttabel.
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