Analysis of the Role of Communication Competence, Credibility, and Information Quality Of The “Tanya” Chatbot on Tokopedia Consumers’ Purchase Intention: A Mediating Approach Through User Satisfaction in the Era of Smart E-Commerce
Keywords:
Chatbot TANYA, Communication Competence, User Satisfaction, Purchase Intention
Abstract
The development of digital technology has driven the adoption of chatbots as one of the innovations in customer service within e-commerce platforms. Tokopedia, as one of Indonesia’s leading e-commerce platforms, introduced the chatbot “TANYA” to enhance user experience. However, the effectiveness of chatbots in influencing users' purchase intention remains a question, considering various factors that may affect online purchase decisions. Therefore, this study examines the influence of communication competence, information quality, and credibility on purchase intention, with satisfaction as a mediating variable among Tokopedia chatbot users. This research employs a quantitative method using a survey approach with 195 respondents who are users of the “TANYA” chatbot on Tokopedia. Data analysis was conducted using PLS-SEM with SmartPLS software. The results indicate that communication competence, credibility, and satisfaction positively and significantly affect purchase intention, while information quality positively affects satisfaction. Furthermore, satisfaction is proven to mediate the relationship between information quality and purchase intention. This study contributes to enriching the digital marketing literature on the effectiveness of chatbots in shaping consumer satisfaction and purchase intention. It also provides managerial implications for e-commerce platform managers in optimizing chatbot features to increase purchase transactions.
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References
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Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies. https://doi.org/10.1002/hbe2.195
Ali, F. (2016). Hotel website quality, perceived flow, customer satisfaction and purchase intention. Journal of Hospitality and Tourism Technology, 7(2), 213–228. https://doi.org/10.1108/JHTT-02-2016-0010
Bchtiar, Y. C., Putu, L., & Adnyani, W. (2024). Pengaruh Kredibilitas Wartawan , Kualitas Konten , dan Frekuensi Siaran terhadap Tingkat Kepercayaan Publik pada Media Lokal di Jakarta. 07(01), 4321–4331.
Chang, J. Y. S., Cheah, J. H., Lim, X. J., & Morrison, A. M. (2023a). One pie, many recipes: The role of artificial intelligence chatbots in influencing Malaysian solo traveler purchase intentions. Tourism Management Perspectives, 49(April 2022), 101191. https://doi.org/10.1016/j.tmp.2023.101191
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122(February 2020), 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016
Fauzia, A. R., Dwimawanti, I. H., & Priyadi, B. P. (2024). Hubungan Kualitas Sistem, Kualitas Informasi, Dan Kualitas Layanan Dengan Kepuasan Pengguna Sistem Informasi Pada Aplikasi Depok Single Window (Dsw) Di Kota Depok.
Halim, E., Wardaya P, R. A. A., Rianto, A., & Hebrard, M. (2020). The impact of marketing influencer and information quality to purchase intention of instagram users. Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020, 794–799. https://doi.org/10.1109/ICIMTech50083.2020.9211167
Haykal Azzahrah Putri, Febrilia Ika, M. T. A. (2023). Pengaruh Kualitas Sistem, Kualitas Informasi, dan Kualitas Layanan terhadap Loyalitas Konsumen yang dimediasi oleh Kepuasan Konsumen dalam Berbelanja Online. 4(1), 1–23.
Huang, W., Leong, Y. C., & Ismail, N. A. (2024). The influence of communication language on purchase intention in consumer contexts: the mediating effects of presence and arousal. Current Psychology, 43(1), 658–668. https://doi.org/10.1007/s12144-023-04314-9
Jeng, S. P. (2016a). The influences of airline brand credibility on consumer purchase intentions. Journal of Air Transport Management, 55, 1–8. https://doi.org/10.1016/j.jairtraman.2016.04.005
Jeng, S. P. (2016b). The influences of airline brand credibility on consumer purchase intentions. Journal of Air Transport Management, 55, 1–8. https://doi.org/10.1016/j.jairtraman.2016.04.005
Kinanthi, G. E., & Sisilia, K. (2024a). Pengaruh Customer Expectations Dan Perceived Value Terhadap Customer Satisfaction Pada User Aplikasi Dinotis. JMBI UNSRAT
(Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 11(1), 853–870. https://doi.org/10.35794/jmbi.v11i1.55094
Kustianingsih, D., Syah, T. Y. R., & Parwati, W. D. (2024). PENGARUH KOMUNIKASI ERA DIGITAL TERHADAP PURCHASE INTENTION YANG DI MODERASI OLEH USIA MILENIAL (Studi Kasus Rs. MAYAPADA TANGERANG Tahun 2021). Jurnal Inovasi Global, 1(2).
Lestari, T. A., & Lawita, N. F. (2024). Pengaruh Kualitas Sistem, Kualitas Informasi Kualitas Sistem Informasi, Kualitas Layanan Informasi, Persepsi Kemudahan Pengguna. Simposium Nasional Akuntansi Vokasi.
Medinna, G., & Hasbi, I. (2020). Pengaruh Brand Credibility, Brand Personality, Dan Endorsement Beauty Vlogger Terhadap Purchase Intention Dengan Brand Image
Sebagai Variabel Intevening (Studi Kasus Pada Konsumen Produk Make Over Bandung). Ekonomi, 1(1), 37–46.
Muhammad, F. H., & Handrito, R. P. (2024). Pengaruh Komunikasi Pemasaran Dan Kualitas Layanan Elektronik Terhadap Purchase Intention. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 3(1).
Mutyara, M. R. A., Hasman, H. C. P., Alfifto, A., & Darmansyah, M. R. (2024). Pengaruh Kompetensi dan Kredibilitas Chatbot AI Terhadap Kepercayaan Penggunaan Chatbot AI Pada Pengguna Lazada Di Kota Medan. Eqien - Jurnal Ekonomi Dan Bisnis, 13(01), 1–13. https://doi.org/10.34308/eqien.v13i01.1692
Pereira, T., Limberger, D. P. F., & Ardigó, D. C. M. (2021a). The moderating effect of the need for interaction with a service employee on purchase intention in chatbots. In Telematics and
Prajoko, M. A., Effendi, I., & Sugandini, D. (2022). Pengaruh Presepsi Kegunaan, Kualitas Informasi, Terhadap E-Kepuasan Dengan Kepercayaan Sebagai Variabel Mediasi Pada Pengguna Marketplace Tokopedia di Daerah Istimewa Yogyakarta. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi, 9(1), 287–306.
Pratiwi, W. J. (2023). Pengaruh E-Service Quality Dan Information Quality Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Daring Di Aplikasi Shopee (Studi Pada Konsumen Shopee Di Kota Jambi). Jurnal Manajemen Terapan Dan Keuangan (Mankeu, 12(01), 103–114.
Saidani, B., Lusiana, L. M., & Aditya, S. (2019). Analisis Pengaruh Kualitas Website Dan. Jurnal Riset Manajemen Sains Indonesia, 10(2), 425–444.
Soetiyono, A., Kurnia, Y., & Kurnia, R. (2024). Pengaruh Penggunaan Chatbot dan Asisten Virtual terhadap Peningkatkan Kepuasan Pelanggan serta Dampaknya terhadap Pengambilan Keputusan Pembelian. ECo-Buss, 6(3), 1367–1381. https://doi.org/10.32877/eb.v6i3.1169
Tokopedia. (2025). Siapa itu TANYA? https://www.tokopedia.com/help/article/siapa-itu-tanya#:~:text=TANYA%20adalah%20Virtual%20Assistant%20Tokopedia,yang%20disediakan%20oleh%20Tokopedia%20Care.
Yuwono, W., Permata, N. S., & Christiarini, R. (2024). Analisis Pengaruh Influencer Credibility Terhadap Purchase Intention Produk Skincare Lokal Dengan Mediasi Brand Image, Trust, Dan Brand Satisfaction. Jurnal Manajemen Terapan Dan Keuangan, 13(02), 510–519. https://doi.org/10.22437/jmk.v13i02.3178
Published
2025-09-28
How to Cite
Rany, D., & Hartono, A. (2025). Analysis of the Role of Communication Competence, Credibility, and Information Quality Of The “Tanya” Chatbot on Tokopedia Consumers’ Purchase Intention: A Mediating Approach Through User Satisfaction in the Era of Smart E-Commerce. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3), 11963-11976. https://doi.org/10.31538/iijse.v8i3.8024
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Articles
Copyright (c) 2025 Diajeng Mustika Rany, Arif Hartono
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