Analisis Perilaku Konsumen Terhadap Penerapan Artificial Intelligence Pada Ecommerce Yang Mempengaruhi Repurchase Intention Di Tokopedia
Abstract
Pertumbuhan teknologi dalam era digital telah mendorong perkembangan yang pesat di sektor E- commerce di
Indonesia, dengan pengguna yang mencapai lebih dari 196,47 juta pada tahun 2023. Salah satu inovasi teknologi
yang kini digunakan oleh platform E-commerce, seperti Tokopedia, adalah Artificial Intelligence (AI), yang
berperan penting dalam memahami perilaku konsumen dan meningkatkan pengalaman pelanggan. Penelitian ini
bertujuan untuk menganalisis pengaruh penerapan AI pada E- commerce terhadap repurchase intention di
Tokopedia, dengan fokus pada aspek consumer engagement di media sosial, conversion rate optimization, dan
satisfying consumer experience. Penelitian ini menggunakan metode kuantitatif, melibatkan penyebaran kuesioner
kepada pengguna Tokopedia di Kota Bandung dengan jumlah 385 responden . Data yang diperoleh dianalisis
menggunakan metode SEM-PLS untuk menguji hubungan antara variabel-variabel yang diteliti. Hasil penelitian
menunjukkan bahwa AI memiliki pengaruh positif terhadap consumer engagement dan conversion rate
optimization. Selanjutnya, kedua faktor ini berkontribusi pada peningkatan satisfying consumer experience, yang
pada akhirnya berdampak positif terhadap repurchase intention pengguna Tokopedia. Selain itu, kebiasaan
konsumen juga terbukti memoderasi hubungan antara satisfying consumer experience dan repurchase intention.
Penelitian ini memberikan implikasi praktis bagi perusahaan E-commerce dalam mengoptimalkan penggunaan AI
untuk meningkatkan loyalitas pelanggan dan daya saing di pasar. Tokopedia disarankan untuk terus
mengembangkan teknologi AI dan strategi pemasaran yang lebih personal, serta meningkatkan kualitas interaksi di
media sosial guna memaksimalkan kepuasan pelanggan dan mendorong niat pembelian ulang.
Kata kunci-artificial intelligence, e-commerce, repurchase intention, perilaku konsumen, Tokopedia.
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