Pengaruh Chatbot, E-Trust, dan Price Fairness terhadap Kepuasan Pelanggan Pengguna Aplikasi Mytelkomsel di Kota Medan

Abstract

This study aims to determine and analyze the effect of chatbot, e-trust, and price fairness on customer satisfaction of MyTelkomsel application users in Medan City. This type of research is associative research with a quantitative approach. The population in this study were people in Medan City who used the MyTelkomsel application and were visiting Sun Plaza, with an unknown population. The research sample was 110 respondents selected using accidental sampling technique. The analysis methods used include descriptive statistical analysis and multiple linear regression analysis. The results showed that simultaneously the chatbot, e-trust, and price fairness had a positive and significant effect on customer satisfaction. Partially, the chatbot, e-trust, and price fairness have a positive and significant effect on customer satisfaction of MyTelkomsel application users in Medan City.