FAKTOR YANG MEMENGARUHI PENGALAMAN PELANGGAN DALAM MENGGUNAKAN CHATBOT GENERATIVE AI ANTROPOMORFIK: PERSPEKTIF GAYA BAHASA DAN REKOMENDASI 

Penelitian ini bertujuan untuk mengetahui pengaruh chatbot generative AI antropomorfik terhadap pengalaman pelanggan melalui perspektif gaya bahasa dan rekomendasi. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik survei. Sampel penelitian terdiri dari mahasiswa Program Studi Pendidikan Administrasi Perkantoran Universitas Negeri Surabaya angkatan 2022-2024 yang pernah menggunakan chatbot generative AI. Analisis data menggunakan Structural Equation Modeling–Generalized Structured Component Analysis (SEM-GSCA). Hasil penelitian menunjukkan bahwa chatbot generative AI antropomorfik berpengaruh signifikan terhadap gaya bahasa dan rekomendasi, serta berpengaruh positif terhadap pengalaman pelanggan. Selain itu, gaya bahasa dan rekomendasi juga terbukti berpengaruh signifikan terhadap pengalaman pelanggan.

Kata kunci: Chatbot Generative AI; Antropomorfik; Gaya Bahasa; Rekomendasi; Pengalaman Pelanggan  

This study aims to determine the effect of anthropomorphic Generative AI chatbots on customer experience through the perspectives of language style and recommendations. The research method used is a quantitative approach with a survey technique. The research sample consists of students from the Office Administration Education Study Program at Surabaya State University from the 2022-2024 batch who have used Generative AI chatbots. Data analysis was conducted using Structural Equation Modeling–Generalized Structured Component Analysis (SEM-GSCA). The results of the study indicate that anthropomorphic Generative AI chatbots have a significant effect on language style and recommendations, as well as a positive effect on customer experience. In addition, language style and recommendations were also found to have a significant effect on customer experience.

Keywords: Generative AI Chatbot; Anthropomorphic; Language Style; Recommendations; Customer Experience