PENGARUH CHATBOT AI TERHADAP ONLINE EXPERIENCE NASABAH MELALUI USABILITY DAN RESPONSIVENESS PADA INDUSTRI KEUANGAN DAN PERBANKAN INDONESIA
Keywords:
chatbot, artificial intelligence, industri keuangan dan perbankan, technology acceptance model, information system success modelAbstract
Perkembangan kecerdasan buatan atau artificial intelligence (AI) mendorong transformasi layanan digital pada industri keuangan dan perbankan, termasuk pemanfaatan chatbot sebagai kanal interaksi dengan nasabah. Penelitian ini bertujuan menganalisis pengaruh kualitas chatbot AI terhadap online customer experience nasabah melalui dua dimensi utama, yaitu usability dan responsiveness. Model penelitian menguji enam variabel, yaitu usability, responsiveness, extrinsic values, intrinsic values, customer satisfaction, dan personality, melalui delapan hubungan hipotesis. Dalam model ini, online customer experience direpresentasikan melalui extrinsic values dan intrinsic values, sedangkan customer satisfaction diposisikan sebagai variabel konsekuensi dari pengalaman online nasabah. Selain itu, personality diuji sebagai variabel moderator. Sampel penelitian terdiri dari 285 WNI berusia 17–64 tahun yang pernah berinteraksi dengan chatbot AI pada industri keuangan dan perbankan. Data dianalisis menggunakan pendekatan kuantitatif dengan metode purposive sampling dan PLS-SEM melalui SmartPLS 3. Hasil penelitian menunjukkan bahwa usability berpengaruh positif signifikan terhadap extrinsic values dan intrinsic values. Responsiveness berpengaruh positif signifikan terhadap intrinsic values, tetapi tidak signifikan terhadap extrinsic values. Selanjutnya, extrinsic values dan intrinsic values terbukti berpengaruh positif signifikan terhadap customer satisfaction. Namun, personality tidak terbukti memperkuat pengaruh usability terhadap extrinsic values maupun pengaruh responsiveness terhadap intrinsic values. Secara keseluruhan, lima dari delapan hipotesis didukung. Temuan ini menunjukkan bahwa kemudahan penggunaan chatbot AI menjadi faktor penting dalam membentuk nilai pengalaman online nasabah, sementara kepuasan nasabah muncul sebagai hasil lanjutan dari nilai pengalaman yang dirasakan.
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