FACTORS INFLUENCE SATISFACTION AND CONTINUANCE INTENTION OF CHATBOT USERS

• Main Author: Binekas, Hisyam
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/63189
• Institution: Institut Teknologi Bandung

The pandemic situation has led to increased penetration in the digitalization sector, one of which is online shopping. The increase in online shopping activities poses challenges for businesses in serving consumers, especially customer service. In the midst of this situation, chatbots can be a solution to provide better service to consumers. Satisfaction and continuance intention of chatbot are important variables because it is related to several desired outcomes by businesses. The main focus of this final project is to examine the factors related to satisfaction and continuance intention. This final project is contextualized in the case of a chatbot platform service provider from Telkom so that internal and external analysis from Telkom is carried out as a reference in recommending business strategies. By using the SEM-PLS method on 210 respondents' data collected, it was concluded that satisfaction was significantly influenced by confirmation of expectations, perceived ease of use, and perceived enjoyment. Meanwhile, the continuance intention is significantly influenced by satisfaction, perceived usefulness, and perceived enjoyment. External analysis using PEST, Porter 5 Forces, and competitor analysis, and internal analysis using VRIO, shows that Telkom is in good condition in the chatbot platform business. Thus, suggestions for routinely conducting research on chatbot expectations and performance, developing chatbot systems, providing business guidance on what information and how to present it, and creating chatbot personas, are things that are possible and highly recommended for Telkom.