DISCUSSION ON TRUST FACTORS OF CUSTOMER MOTIVATION TO USE VIRTUAL ASSISTANT IN INDONESIAN TELECOMMUNICATION COMPANY

• Main Author: Jeanny Surjawan, Stephanie
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57368
• Institution: Institut Teknologi Bandung

In this era, the existence of virtual assistants who can act and behave like a human is becoming a trend in supporting the improvement of service quality for customers in a company. Ironically, there are still few people who choose to use this service due to the lack of information about this feature and also supported by customer distrust that virtual assistants are made to facilitate the provision of customer service. It can be seen from the number of companies in Indonesia that already have this feature, but customers prefer to communicate directly with customer service. Therefore, conducting research on customer motivation to use this virtual assistant is important. The author uses the trust factor as the basic factor in this study. In this study, the author focuses on one of the virtual assistants in Indonesia telecommunication sector. The use of qualitative research methods through in-depth semi structured interviews to obtain variables related to trust factors and manual coding was carried out to analyze the interview results. Then proceed with quantitative research to validate the results of the qualitative method by distributing online questionnaires. This study requires at least 400 respondents calculated using the Slovin method, aimed at the population who have used these virtual assistants with participants from Indonesia, especially users at least 17 years and receiving information related to the existence of supporting virtual assistant technology to fulfill customer communication needs. For data analysis for Descriptive Analysis and PLS SEM using SmartPLS. The results of this study indicate that there are 4 of 7 factors that affect user trust. Among them are interpretation and advice, human-likeness, security and privacy, and also self-presentation. With the results obtained, this study also presents the results that users' trust in virtual assistants can increase customer motivation to use them. Thus, the results of this study deserve consideration by related companies and other companies that virtual assistants can be used as a marketing strategy to support the provision of quality customer service and continue to grow.