Kode Dokumen :
0115/FEB-BD/2026
Penulis Utama :
MOCHAMAD FRESKI DINO FAVA
NIM Penulis Utama:
22081494031
Tahun :
2026
Judul ID :
PENGARUH SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT DAN PERCEIVED USEFULNESS CHATBOT AI TERHADAP K EPUASAN PELANGGAN DENGAN K UALITAS LAYANAN SEBAGAI VARIABEL MEDIASI PADA E-COMMERCE BLIBLI
Judul EN :
THE EFFECT OF SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT AND PERCEIVED USEFULNESS OF AI CHATBOT ON CUSTOMER SATISFACTION WITH SERVICE QUALITY AS A MEDIATION VARIABLE IN BLIBLI E-COMMERCE
Sumber :
UNESA -
Fakultas Ekonomika dan Bisnis -
Jurusan S1 Bisnis Digital -
22081494031 -
2026
Jenis Dokumen :
Skripsi
Abstrak ID :
Pesatnya perkembangan e-commerce di Indonesia mendorong persaingan yang semakin ketat antarplatform sehingga kepuasan pelanggan menjadi faktor penting dalam mempertahankan daya saing perusahaan. Blibli sebagai salah satu platform e-commerce nasional menghadapi tantangan dalam meningkatkan kepuasan pelanggan di tengah persaingan industri yang semakin kompetitif. Penelitian ini bertujuan untuk menganalisis pengaruh social customer relationship management dan perceived usefulness chatbot AI terhadap kepuasan pelanggan dengan kualitas layanan sebagai variabel mediasi pada e-commerce Blibli. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 400 responden pengguna e-commerce Blibli di Indonesia yang berusia 18–35 tahun, pernah menggunakan chatbot AI, dan berinteraksi dengan layanan pelanggan melalui media sosial. Teknik pengambilan sampel menggunakan purposive sampling dengan pengumpulan data melalui kuesioner berskala likert 5 poin yang disebarkan secara daring. Analisis data dilakukan menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 3. Hasil penelitian menunjukkan bahwa social customer relationship management dan perceived usefulness chatbot AI berpengaruh positif dan signifikan terhadap kualitas layanan maupun kepuasan pelanggan. Kualitas layanan juga terbukti berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Selain itu, kualitas layanan mampu memediasi secara positif dan signifikan pengaruh social customer relationship management dan perceived usefulness chatbot AI terhadap kepuasan pelanggan. Temuan penelitian ini menunjukkan bahwa pengelolaan hubungan pelanggan melalui media sosial yang responsif dan pemanfaatan chatbot AI yang dirasakan bermanfaat mampu meningkatkan kualitas layanan, sehingga berdampak pada meningkatnya kepuasan pelanggan pada e-commerce Blibli. Kata Kunci : Social customer relationship management, perceived usefulness Chatbot AI, kepuasan pelanggan, kualitas layanan, e-commerce.
Abstrak EN :
The rapid growth of e-commerce in Indonesia has intensified competition among platforms, making customer satisfaction a crucial factor in maintaining a company's competitive advantage. Blibli, as one of Indonesia's leading e-commerce platforms, faces challenges in improving customer satisfaction amid the increasingly competitive industry. This study aims to analyze the influence of Social Customer Relationship Management (SCRM) and the perceived usefulness of AI chatbots on customer satisfaction, with service quality serving as a mediating variable in the context of Blibli e-commerce. This research employed a quantitative approach using a survey method involving 400 Blibli users in Indonesia aged 18–35 years who had previously used AI chatbots and interacted with customer service through social media. The sampling technique used was purposive sampling, and data were collected through an online questionnaire using a five-point Likert scale. The data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with SmartPLS 3 software. The results indicate that Social Customer Relationship Management and the perceived usefulness of AI chatbots have a positive and significant effect on both service quality and customer satisfaction. Service quality also has a positive and significant effect on customer satisfaction. Furthermore, service quality positively and significantly mediates the relationship between Social Customer Relationship Management and customer satisfaction, as well as between the perceived usefulness of AI chatbots and customer satisfaction. These findings suggest that responsive customer relationship management through social media and the effective utilization of AI chatbots perceived as useful can enhance service quality, which in turn leads to higher customer satisfaction on the Blibli e-commerce platform. Keyword: Social Customer Relationship Management, Perceived Usefulness of AI Chatbots, Service Quality, Customer Satisfaction, Blibli E-Commerce.