PROGRAM ARTIFICIAL INTELLIGENCE QUALITY DALAM SOCIAL MEDIA UNTUK MENCIPTAKAN DIGITAL CUSTOMER EXPERIENCE SEBAGAI UPAYA BERKELANJUTAN ONLINE REPURCHASE INTENTION - Ihda Farhatun Nisak, Ihda (2023)
ABSTRAK Ihda Farhatun Nisak (1905855) "Program Artificial Intelligence Quality dalam Social Media untuk Menciptakan Digital Customer Experience sebagai Upaya Berkelanjutan Online Repurchase Intention" di bawah bimbingan Dr. Lili Adi Wibowo, S.Pd., S.Sos., M.M. dan Lisnawati, S.Pd., M.M. Penelitian ini bertujuan memperoleh gambaran dan pengaruh dari program artificial intelligence quality terhadap online repurchase intention melalui digital customer experience pada pengguna Bukalapak. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 7.850 dengan sampel berjumlah 200 responden penggina Bukalapak yang tergabung dalam Komunitas Bukalapak Indonesia dengan menggunakan teknik sample random sampling. Data diolah secara statistic menggunakan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa gambaran program artificial intelligence quality, digital customer experience dan online repurchase intention berada pada kategori tinggi. Program artificial intelligence quality memiliki pengaruh positif dan signifikan terhadap online repurchase intention melalui digital customer experience, hasil pengaruh langsung menemukan bahwa Program artificial intelligence quality tidak memiliki pengaruh positif dan signifikan terhadap online repurchase intention. Temuan ini menunjukkan bahwa penerapan program artificial intelligence quality dapat membangun digital customer experience dan membentuk online repurchase intention pada pengguna Bukalapak. Berdasarkan hasil penelitian, peneliti merekomendasikan untuk meningkatkan personalization dan melakukan peningkatan pelayanan yang berbasis artificial intelligence sehingga pengguna akan mendapatkan pengalaman positif yang mendorong pengguna melakukan online repurchase intention. Kata Kunci: Program artificial intelligence quality, digital customer experience, online repurchase intention   ABSTRACT Ihda Farhatun Nisak (1905855) " Artificial Intelligence Quality Program in Social Media to Create Digital Customer Experience as an Effort to Sustain Online Repurchase Intention " under the guidance of Dr. Lili Adi Wibowo, S.Pd., S.Sos., M.M. and Lisnawati, S.Pd., M.M. This research aims to obtain an overview and influence of the artificial intelligence quality program on online repurchase intention through digital customer experience for Bukalapak users. This research uses descriptive and verification methods with a quantitative approach. The population in this study amounted to 7,850 with a sample of 200 Bukalapak user respondents who are members of the Bukalapak Indonesia Community using sample random sampling techniques. The data were statistically processed using the Structural Equation Modeling (SEM) method. The findings of this study found that the description of the artificial intelligence quality program, digital customer experience and online repurchase intention is in the high category. The artificial intelligence quality program has a positive and significant influence on online repurchase intention through digital customer experience, the results of the direct effect found that the artificial intelligence quality program does not have a positive and significant effect on online repurchase intention. This finding shows that the implementation of the artificial intelligence quality program can build digital customer experience and form online repurchase intention in Bukalapak users. Based on the results of the study, researchers recommend increasing personalization and improving artificial intelligence-based services so that users will get a positive experience that encourages users to make online repurchase intention. Keywords: Program artificial intelligence quality, digital customer experience, online repurchase intention