ANALISIS KEPUASAN PENGGUNA TERHADAP PERAN AI DALAM LAYANAN VIRA CHATBOT BCA DENGAN MODEL ECM
DOI:
https://doi.org/10.23960/jitet.v13i3.6994Abstract Views: 100 File Views: 63
Keywords:
Chatbot, Kecerdasan Buatan, VIRA BCA, Kepuasan Pengguna, ECMAbstract
Penelitian ini bertujuan untuk menganalisis kepuasan pengguna terhadap peran kecerdasan buatan (AI) dalam layanan chatbot VIRA pada mobile banking MyBCA, dengan menggunakan pendekatan Expectation Confirmation Model (ECM) yang dimodifikasi. Metode yang digunakan adalah pendekatan kuantitatif deskriptif melalui penyebaran kuesioner daring kepada 116 responden yang pernah menggunakan layanan VIRA dalam enam bulan terakhir. Hasil penelitian menunjukkan bahwa variabel konfirmasi (confirmation) dan kualitas informasi (information quality) memiliki pengaruh signifikan terhadap kepuasan pengguna, yang pada akhirnya mendorong niat pengguna untuk terus menggunakan layanan tersebut. Selain itu, demografi responden menunjukkan bahwa mayoritas pengguna adalah perempuan berusia 17–25 tahun dan berstatus sebagai pelajar/mahasiswa, mencerminkan segmentasi pengguna yang aktif dan adaptif terhadap teknologi. Penelitian ini memberikan kontribusi praktis bagi pengembangan layanan chatbot perbankan yang lebih interaktif, cerdas, dan sesuai ekspektasi pengguna.
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References
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R. W. Belk, ‘Extended Self in a Digital World’, Journal of Consumer Research dan Marketing Theory, 2016.
A. & N. S. Kumar, ‘An extension of the Expectation Confirmation Model (ECM) to study continuance behavior in using e Health services’, Innovative Marketing, vol. 16, no. 2, Apr. 2020.
K. N. & V. P. C. Lemon, ‘Understanding Customer Experience Throughout the Customer Journey’, J Mark, vol. 80, no. 6, Nov. 2016.
M. , Z. C. , G. D. , P. E. , & Z. W. oumpos, ‘Operational Research and Artificial Intelligence Methods in Banking’, Eur J Oper Res, vol. 306, no. 1, Apr. 2023.
BCA, ‘VIRA: Virtual Assistant Chat Banking BCA’. Accessed: May 27, 2025. [Online]. Available: https://www.bca.co.id
Kompas TV, ‘BCA rilis layanan virtual assistant chat banking, bisa cek lokasi ATM hingga ajukan kartu kredit’. [Online]. Available: https://www.kompas.tv/ekonomi/483965/bca-rilis-layanan-virtual-assistant-chat-banking-bisa-cek-lokasi-atm-hingga-ajukan-kartu-kredit
Kompas.com, ‘BCA manfaatkan teknologi “Artificial Intelligence” untuk berikan layanan nasabah’. [Online]. Available: https://biz.kompas.com/read/2017/07/25/092725
A. Bhattacherjee, ‘Understanding information systems continuance: An expectation-confirmation model’, MIS Quarterly, vol. 25, no. 3, pp. 351–370, 2001.
Yi-Lin Elim Liu and Yueh-Min Huang, ‘Exploring the continuance intention of AI-based services: An expectation-confirmation model perspective’, J Serv Res, vol. 25, no. 2, pp. 123–137, 2023, doi: https://doi.org/10.1080/10447318.2024.2311975.
R. L and Oliver, ‘Whence consumer loyalty? ’, J Mark, vol. 63, pp. 33–44, 1999, doi: https://doi.org/10.2307/1252099.
B. Foroughi, M. Iranmanesh, and S. S. Hyun, ‘Understanding the determinants of mobile banking continuance usage intention’, Journal of Enterprise Information Management, vol. 32, no. 6, pp. 1015–1033, Oct. 2019, doi: 10.1108/JEIM-10-2018-0237.
R. S, G. A. M, and A. M. F, ‘Adoption of mobile banking in Malaysia: Integrating technology acceptance model and self-determination theory’, Journal of Electronic Commerce Research, vol. 22, no. 1, pp. 1–18, 2021.
A. A. Rabaa’i and S. A. ALMaati, ‘Exploring the Determinants of Users’ Continuance Intention to Use Mobile Banking Services in Kuwait: Extending the Expectation-Confirmation Model’, Asia Pacific Journal of Information Systems, vol. 31, no. 2, pp. 141–184, Jun. 2021, doi: 10.14329/apjis.2021.31.2.141.
P. Bhatnagr, A. Rajesh, and R. Misra, ‘Continuous intention usage of artificial intelligence enabled digital banks: a review of expectation confirmation model’, Journal of Enterprise Information Management, Oct. 2024, doi: 10.1108/JEIM-11-2023-0617.
S. , & S. R. Goel, ‘Artificial intelligence in banking: A systematic literature review.’, Journal of Financial Services Marketing, vol. 43, no. 1, Aug. 2022.
A. V Thakor, ‘FINTECH AND BANKING: WHAT DO WE KNOW?’, 2019. [Online]. Available: https://ssrn.com/abstract=3429223
S. , & G. M. A. Rahi, ‘Does artificial intelligence (AI) boost digital banking user satisfaction? Integration of expectation confirmation model and antecedents of artificial intelligence enabled digital banking. ’, Digital Business, vol. 4, no. 2, Mar. 2024.
F. B. Franque, T. Oliveira, and C. Tam, ‘Continuance Intention of Mobile Payment: TTF Model with Trust in an African Context’, Information Systems Frontiers, vol. 25, no. 2, pp. 775–793, Apr. 2023, doi: 10.1007/s10796-022-10263-8.
J. Königstorfer dan S. Thalmann, ‘User satisfaction in digital services: An ECM approach’, Digital Business, vol. 5, no. 1, 2024.
Yuping Li, ‘Empirical Study of Influential Factors of Online Customers’ Repurchase Intention’, iBusiness, vol. 8, no. 3, Sep. 2016.
M. A. Atan, A. A. Abdul Hamid, S. B. H. Jamil Azhar, and N. A. Norwahi, ‘From Crisis to Continuity: A Conceptual Analysis of Teaching and Learning Approaches in Malaysian Universities During the Pandemic and Endemic Periods’, International Journal of Academic Research in Business and Social Sciences, vol. 14, no. 12, Dec. 2024, doi: 10.6007/IJARBSS/v14-i12/23755.
Epley & Gilovich, ‘The Anchoring and Adjustment Heuristic: Why Adjustments Are Insufficient’, Psychol Sci, vol. 17, no. 4, Apr. 2016.
L. Christoforakos and S. Diefenbach, ‘Technology as a Social Companion? An Exploration of Individual and Product-Related Factors of Anthropomorphism’, Soc Sci Comput Rev, vol. 41, no. 3, pp. 1039–1062, Jun. 2023, doi: 10.1177/08944393211065867.
R. W. Belk, ‘Extended self in a digital world’, Journal of Consumer Research, vol. 40, no. 3, pp. 477–500, Oct. 2013, doi: 10.1086/671052.
T. P. Sheahan et al., ‘An orally bioavailable broad-spectrum antiviral inhibits SARS-CoV-2 in human airway epithelial cell cultures and multiple coronaviruses in mice’, Sci Transl Med, vol. 12, no. 541, Apr. 2020, doi: 10.1126/SCITRANSLMED.ABB5883.
Stawowy et al, ‘Supporting Information Quality Management in Information and Communications Technology Systems with Uncertainty Modelling’, Energies (Basel), vol. 16, no. 6, Mar. 2023.
S. Kumar et al., ‘“THE EFFECTS OF SOIL PH ON SOIL HEALTH AND ENVIRONMENTAL SUSTAINABILITY: A REVIEW.”’, 2023. [Online]. Available: www.jetir.org
R. V.-C. Silvia Cachero-Martínez, ‘ Stimulating Curiosity and Consumer Experience in a Retailer’, American Journal of Industrial and Business Management, vol. 7, no. 4, Apr. 2017.
J. B. et al Kim, ‘Customer Satisfaction and Loyalty in the Online Market: An Empirical Study on Online Travel Sites’, Int J Inf Manage, vol. 27, no. 1, Jan. 2010.
G. Zhang et al., ‘Nickel Grade Inversion of Lateritic Nickel Ore Using WorldView-3 Data Incorporating Geospatial Location Information: A Case Study of North Konawe, Indonesia’, Remote Sens (Basel), vol. 15, no. 14, Jul. 2023, doi: 10.3390/rs15143660.
M. Sarstedt, C. M. Ringle, and J. F. Hair, ‘Partial Least Squares Structural Equation Modeling’, in Handbook of Market Research, Cham: Springer International Publishing, 2017, pp. 1–40. doi: 10.1007/978-3-319-05542-8_15-1.
N. , W. A. , & C. J. T. Epley, ‘On Seeing Human: A Three Factor Theory of Anthropomorphism’, Psychol Rev, vol. 114, no. 4, Oct. 2007.
A. , C. J. T. , & E. N. Waytz, ‘Who Sees Human?: The Stability and Importance of Individual Differences in Anthropomorphism’, Perspectives on Psychological Science, vol. 5, no. 3, 2010.
R. W. Belk, ‘Extended Self in a Digital World’, Journal of Consumer Research dan Marketing Theory, 2016.
A. & N. S. Kumar, ‘An extension of the Expectation Confirmation Model (ECM) to study continuance behavior in using e Health services’, Innovative Marketing, vol. 16, no. 2, Apr. 2020.
K. N. & V. P. C. Lemon, ‘Understanding Customer Experience Throughout the Customer Journey’, J Mark, vol. 80, no. 6, Nov. 2016.
M. , Z. C. , G. D. , P. E. , & Z. W. oumpos, ‘Operational Research and Artificial Intelligence Methods in Banking’, Eur J Oper Res, vol. 306, no. 1, Apr. 2023.
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