Maylinda, Widyana Dini (2024) Pengaruh Customer Experience dan Personalisasi Artificial Intelligence (AI) Terhadap Loyalitas Konsumen E-Commerce Shopee (Studi Pada Konsumen E-Commerce Shopee di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Digital transformation in business activities has encouraged the emergence of e- commerce. Shopee is one of the e-commerce companies that has many enthusiasts in Indonesia. In the form of a mobile application, Shopee can make it easier for users to do online shopping. This study aims to analyze the effect of Customer Experience and Artificial Intelligence (AI) Personalization on Shopee e-commerce Consumer Loyalty in Surabaya. The type of research used is a quantitative approach with an explanatory research method and variable measurement is carried out using a Likert scale. The characteristics of respondents in this study are Shopee consumers domiciled in the city of Surabaya aged 18-28 years who have downloaded, used and shopped at the Shopee application. The sampling technique used in this study was non-probability sampling with a purposive sampling approach and obtained a sample size of 204 respondents using the Slovin formula. This study uses data collection techniques in the form of questionnaires. The data analysis techniques used are validity test, reliability test, classical assumption test, multiple linear regression analysis, t test and F test through the IBM SPSS Statistics 25 program. The results of this study prove that partially Customer Experience has a significant positive effect on Consumer Loyalty, partially Personalized Artificial Intelligence (AI) has a significant positive effect on Consumer Loyalty, and simultaneously Customer Experience and Personalized Artificial Intelligence (AI) have a significant positive effect on Consumer Loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Widyana Dini Maylinda | ||||||||
| Date Deposited: | 15 May 2024 09:32 | ||||||||
| Last Modified: | 22 May 2024 06:16 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/22753 |
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