Article Sidebar

Download
PDF
Statistic
Read Counter : 374 Download : 296

Main Article Content

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

Article Details

License
How to Cite
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
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Arviollisa, P. A., Chan, A., & Nirmalasari, H. (2021). Pengaruh artificial intelligence terhadap customer experience (Studi pada pengguna Gojek Bandung, jawa barat). AdBispreneur, 6(2), 115. https://doi.org/10.24198/adbispreneur.v6i2.31076
  2. Behare, N., Waghulkar, S., & Shah, S. A. (2018). A theoretical perspective on customer experience (CX) in digital business strategy. 2018 International Conference on Research in Intelligent and Computing in Engineering (RICE), 1-7. https://doi.org/10.1109/rice.2018.8509079
  3. Bougie, Roger dan Uma Sekaran, 2010. Research Methods For Business, Fifth Edition. John Wiley and Sons Ltd.
  4. Cahyani, A., Gunadi, I. M. A., & Mbulu, Y. P. (2019). Pengaruh Customer Experience Terhadap Repurchase Intention Pada Pt. Traveloka Indonesia. Jurnal Sains Terapan Pariwisata, 4(1), 25-36.
  5. Creswell, J. W. (2014). Reseach Design: Pendekatan, Kualitatif, Kuantitatif, dan Mixed. Yogyakarta: Pustaka pelajar.
  6. Garg, R., Rahman, Z., & Qureshi, M. (2014). Measuring customer experience in banks: Scale development and validation. Journal of Modelling in Management, 9(1), 87-117. https://doi.org/10.1108/jm2-07-2012-0023
  7. Ghozali, Imam. 2014. Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS). Edisi 4. Semarang : Badan Penerbit Universitas Diponegoro
  8. Hair, et al, 2014, Multivariate Data Analysis, New International Edition., New Jersey : Pearson.
  9. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling. Journal of the Academy of Marketing Science.
  10. Jogiyanto Hartono, (2017). Metode Penelitian Sistem Informasi. Yogyakarta: Penerbit Andi.
  11. Kotler dan Keller. (2012), Manajemen Pemasaran, Edisi 12. Jakarta : Erlangga.
  12. Kotler, Philip., Keller, Kevin L. (2015). Manajemen Pemasaran. Jilid 2. Jakarta: Erlangga
  13. Lang, R. (2024). Pemanfaatan Teknologi artificial intelligence Dalam Memasarkan Produk Secara digital Dan Dampaknya Terhadap customer repurchase intention pada Shopee. JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan), 8(2). https://doi.org/10.29408/jpek.v8i2.26724
  14. Maihani, S., Syalaisha, S. N., Yusrawati, Y., T.M.Nur, T., Ria, D., Kumita, K., & Zaki, S. A. (2023). Peran kecerdasan buatan artificial intelligence (AI) dalam inovasi pemasaran. Warta Dharmawangsa, 17(4), 1651-1661. https://doi.org/10.46576/wdw.v17i4.3817
  15. Martínez-Plumed, F., Gómez, E., & Hernández-Orallo, J. (2021). Futures of artificial intelligence through technology readiness levels. Telematics and Informatics, 58, 101525. https://doi.org/10.1016/j.tele.2020.101525
  16. Megantara, I. M. T., & Suryani, A. (2016). Penentu niat pembelian kembali tiket pesawat secara online pada situs traveloka. com. E-Jurnal Manajemen Unud, 5(9), 5783-5810.
  17. Pangkey, F. M., Furkan, L. M., & Mulyono, L. E. (2019). Pengaruh artificial intelligence Dan digital marketing terhadap Minat Beli Konsumen. JMM UNRAM - MASTER OF MANAGEMENT JOURNAL, 8(3), 258-269. https://doi.org/10.29303/jmm.v8i3.448
  18. Prentice, C., & Nguyen, M. (2020). Journal of Retailing and Consumer Services Engaging And Retaining Customers With AI and Employee Service. Journal of Retailing and Consumer Services, 56(June). https://doi.org/10.1016/j.jretconser.2020.1 02186
  19. Purnama, B., & Sofana, I. (2021). Implementasi artificial intelligence dan machine learning. Bandung: Informatika Bandung.
  20. Ria, R., Subiyanto, B., Karina, A., & Tasya, N. P. (2022). Factors that Influence the Quality of Audit with Professional Ethics as a Moderating Variable (Study at Public Accounting Firms in Bekasi). Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 11190-11197.
  21. Schmitt, B. H., Brakus, J., & Zarantonello, L. (2014). The current state and future of brand experience. Journal of Brand Management, 21(9), 727-733. https://doi.org/10.1057/bm.2014.34
  22. Setyawan, A. R. (2022). Implementasi artificial intelligence marketing pada e-Commerce : Personalisasi konten rekomendasi serta dampaknya terhadap purchase intention. Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan, 4(12), 5385-5392. https://doi.org/10.32670/fairvalue.v4i12.2039
  23. Shaw, C., & Hamilton, R. (2016). The intuitive customer: 7 imperatives for moving your customer experience to the next level. Springer.
  24. Sterne, J. (2017). Artificial intelligence for marketing: practical applications. John Wiley & Sons
  25. Thilagavathy, N., & Kumar, E. P. (2021). Artificial intelligence on digital marketing-an overview.
  26. Varsha P. S., Akter, S., Kumar, A., Gochhait, S., & Patagundi, B. (2021). The impact of artificial intelligence on branding. Journal of Global Information Management, 29(4), 221-246. https://doi.org/10.4018/jgim.20210701.oa10
  27. Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002. https://doi.org/10.1016/j.jjimei.2020.100002
  28. Zikry, A., Muhammad Bitrayoga, Siska Yulia Defitri, Akhmad Dahlan, & Nina Dwi Putriani. (2024). Analisis Penggunaan AI dalam Keberhasilan customer experience Pengguna Aplikasi e-Commerce Shopee. Indo-Fintech Intellectuals: Journal of Economics and Business, 4(3), 766-781. https://doi.org/10.54373/ifijeb.v4i3.1387.