The Influence of Perception of Ease, Usefulness, Enjoyment, and Interaction on User Satisfaction and Purchase Intention Through the Chatbot “Tanya” on the Tokopedia Platform
Abstract
The rapid growth of digital technology has accelerated the use of artificial intelligence in customer service, particularly through chatbots on e-commerce platforms. This study examines the effects of Perceived Ease of Use, Perceived Usefulness, Perceived Enjoyment, and Interaction on user Satisfaction, as well as their influence on Purchase Intention, with a focus on Tokopedia's "TANYA" chatbot. Using a quantitative approach, data were collected via an online survey from 195 users who had interacted with the chatbot and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that Perceived Ease of Use, Perceived Usefulness, and Interaction significantly and positively affect Satisfaction, while Perceived Enjoyment does not. Furthermore, both Satisfaction and Interaction have a significant impact on Purchase Intention. These findings offer practical insights for enhancing AI-based chatbot strategies to improve user satisfaction and stimulate purchasing behavior in e-commerce settings.
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