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Abstract

Penelitian ini menganalisis pengaruh Artificial Intelligence (AI) Activities terhadap Repurchase Intention melalui Customer Experience pada pengguna GrabFood di Makassar. Studi ini menggunakan metode kuantitatif dengan pendekatan cross-sectional dan melibatkan 100 responden yang telah menggunakan GrabFood minimal lima kali dalam setahun terakhir. Hasil penelitian menujukkan AI Activities berpengaruh signifikan terhadap Customer Experience, AI Activities berpengaruh signifikan terhadap Repurchase Intention, Customer Experience berpengaruh signifikan terhadap Repurchase Intention dan AI Activities berpengaruh signifikan terhadap Repurchase Intention melalui Customer Experience  Penelitian ini memberikan implikasi bagi perusahaan layanan pengantaran makanan untuk lebih mengoptimalkan pemanfaatan AI guna meningkatkan pengalaman pelanggan, yang pada akhirnya dapat mendorong loyalitas dan peningkatan transaksi ulang. Strategi pemasaran berbasis AI yang berfokus pada kebutuhan dan preferensi pelanggan diharapkan mampu memperkuat daya saing perusahaan di pasar yang semakin kompetitif.

Keywords

Artificial Intelligence Customer Experience Repurchase Intention

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Nurul Fadilah Aswar, Haeruddin, M. I. W., & Muhammad Try Dharsana. (2025). Pengaruh Artificial Intelligence Activities Terhadap Repurchase Intention Melalui Customer Experience Pada Pengguna Grab Food Delivery di Kota Makassar. Paradoks : Jurnal Ilmu Ekonomi, 8(2), 738–747. https://doi.org/10.57178/paradoks.v8i2.1206
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