Peran Chatbot Berbasis Kecerdasan Buatan dalam Menciptakan Keputusan Pembelian melalui Kepuasan Konsumen yang Dimoderasi oleh Kepercayaan pada Pengguna TikTok Shop

Kurniawati, Rasi Putri (2026) Peran Chatbot Berbasis Kecerdasan Buatan dalam Menciptakan Keputusan Pembelian melalui Kepuasan Konsumen yang Dimoderasi oleh Kepercayaan pada Pengguna TikTok Shop. Masters thesis, Universitas Hayam Wuruk Perbanas.

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Abstract

This study aims to examine the role of artificial intelligence-based chatbots on consumer behavior on the TikTok Shop platform. The study focuses on how artificial intelligence can influence consumer experience and consumer engagement, as well as its implications for satisfaction and purchasing decisions. Additionally, this study tests whether trust acts as a variable that strengthens or weakens the relationship between consumer satisfaction and purchasing decisions. The approach used is quantitative, employing Structural Equation Modeling based on Partial Least Squares (SEM-PLS). Data collection was conducted through the distribution of a questionnaire to 332 respondents who are active TikTok Shop users in Surabaya. The analysis results indicate that artificial intelligence, via chatbots, has a positive and significant influence on consumer experience and engagement. Furthermore, these experiences and engagement were found to increase consumer satisfaction levels. The resulting satisfaction then contributes to encouraging consumers to make purchasing decisions. However, the trust variable did not play a moderating role in the relationship between consumer satisfaction and purchasing decisions. These findings indicate that in the context of social commerce, particularly on TikTok Shop, aspects of consumer experience and satisfaction are more decisive factors in driving purchasing decisions than trust. Keywords : Artificial Intelligence, Chatbot, Consumer Experience, Consumer Engagement, Consumer Satisfaction, Purchasing Decisions, Trust, TikTok Shop.

Item Type:	Thesis (Masters)
Subjects:	000 - COMPUTER SCIENCE, INFORMATION, GENERAL WORKS > 000 - 009 COMPUTER SCIENCE, INFORMATION, GENERAL WORKS > 004 - COMPUTER SCIENCE 000 - COMPUTER SCIENCE, INFORMATION, GENERAL WORKS > 000 - 009 COMPUTER SCIENCE, INFORMATION, GENERAL WORKS > 006 - SPECIAL COMPUTER METHODS 300 - SOCIAL SCIENCE > 300 - 309 SOCIAL SCIENCES > 302 - SOCIAL INTERACTION 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.83 - MARKET RESEARCH 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.87 - MARKETING CHANNELS
Divisions:	Magister of Management
Depositing User:	RASI PUTRI KURNIAWATI
Date Deposited:	04 May 2026 02:09
Last Modified:	04 May 2026 02:09
URI:	http://eprints.perbanas.ac.id/id/eprint/14250

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