FACTORS AFFECTING CHATBOT ADOPTION FOR SMES IN INDONESIA: AN EXPLORATORY STUDY

• Main Author: Akbar Selamat, Moch
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64504
• Institution: Institut Teknologi Bandung

Chatbot is part of artificial intelligence that popularly used today, mainly by big company to handle and give response to their customer. As the technology is evolving, so does the business activities. Small medium enterprise, as one of the biggest part economy mover in Indonesia has a big number of customers, it is important for SMEs to have the ability on managing their customer such as answering on their responses or complaint. Thus, chatbot is one of the options for SMEs to manage their customer. Researcher use four variables to be evaluated based on previous research: anthropomorphism, perceived enjoyment, perceived ease of use, and perceives usefulness to see its influence to chatbot usage intention and shopping intention through satisfaction. This research used qualitative study as initial research to enhance important chatbot features for the product test. The product test then used to gain quantitative result. Semi-structured interview conducted to check the response of respondent after using product test. Quantitative data were analyzed using PLS-SEM to estimate the value of each latent variable. The results found that perceived enjoyment and perceived usefulness of the chatbot influence satisfaction, which satisfaction also have significant influence to chatbot usage intention. The implication of this research discussed.