Open AccessPENGARUH ARTIFICIAL INTELLIGENCE TERHADAP CUSTOMER EXPERIENCE (STUDI PADA PENGGUNA GOJEK BANDUNG, JAWA BARAT)
Author(s) -
Putri Ayunda Dipta Arviollisa,
Arianis Chan,
Healthy Nirmalasari
Publication year - 2021
Publication title -
adbispreneur
Language(s) - English
Resource type - Journals
eISSN - 2549-9912
pISSN - 2503-2755
DOI - 10.24198/adbispreneur.v6i2.31076
Subject(s) - likert scale , customer experience , psychology , emotional intelligence , persona , computer science , marketing , social psychology , business , human–computer interaction , developmental psychology
Artificial Intelligence (AI) allows marketers to differentiate their consumers into different personas and understand what motivates consumers in purchasing decisions so that marketers use AI to identify and predict consumer behavior, and through this information marketers are able to build unique experiences for consumers. This study tests and measures the effect of AI on customer experience by using simple regression analysis with four dimensions of AI: mechanical intelligence, analytical intelligence, intuitive intelligence and empathetic intelligence on the four dimensions of customer experience: immersion, flow, cognitive fit and emotional fit with a four-point Likert scale. Based on the results of study on 116 respondents, it it known that both AI and Gojek's customer experience are good and there is a significant effect of AI on customer experience. Artificial Intelligence (AI) memungkinkan pemasar untuk membedakan konsumennya menjadi persona yang berbeda dan memahami apa yang memotivasi konsumen dalam keputusan pembelian sehingga pemasar menggunakan AI untuk mengidentifikasi dan memprediksi perilaku konsumen, dan melalui informasi ini pemasar mampu membangun pengalaman unik bagi konsumen. Penelitian ini bertujuan untuk menguji dan mengukur pengaruh AI terhadap customer experience dengan menggunakan analisis regresi sederhana dengan empat dimensi AI: mechanical intelligence, analytical intelligence, intuitive intelligence dan empathetic intelligence terhadap empat dimensi customer experience: immersion, flow, cognitive fit dan emotional fit dengan skala Likert empat poin. Berdasarkan hasil penelitian terhadap 116 responden, didapatkan bahwa baik AI maupun customer experience Gojek dinilai baik dan terdapat pengaruh yang signifikan AI terhadap customer experience.