The Impact of Chatbot Usage on Customer Satisfaction: an Empirical Study of Tokopedia Users

Abstract

Digital transformation has encouraged e-commerce companies to adopt AI-based automated service technologies, one of which is chatbots. Tokopedia, as one of the largest e-commerce platforms in Indonesia, utilizes chatbot features to help customers obtain information quickly, practically, and efficiently. This study aims to analyze the use of chatbots in relation to Tokopedia customer satisfaction among students of Universitas Muhammadiyah Palembang. The research employs a descriptive qualitative approach focusing on users' experiences, perceptions, and evaluations when interacting with Tokopedia's chatbot service. Data were collected through in-depth interviews, observation, and documentation involving purposively selected informants, namely students who had used Tokopedia and interacted with the chatbot for information seeking or transaction-related problem solving. Data were analyzed through data reduction, data display, and conclusion drawing. The findings indicate that Tokopedia's chatbot contributes positively in terms of response speed, ease of access, and service efficiency for routine inquiries. However, customer satisfaction has not reached an optimal level due to limitations in contextual understanding, answer accuracy, and the chatbot's ability to handle more complex issues. This study contributes to the growing discussion on AI-based digital services in e-commerce, particularly by evaluating chatbot user experience among university students as an important segment of digital consumers.