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    Hubungan Implementasi Chatbot Auto Reply dalam Layanan Pelanggan Bisnis Online dengan Kepuasan Pelanggan E-Commerce Shopee pada Mahasiswa Fisip USU

    The Relationship Between the Implementation of Chatbot Auto Reply in Online Business Customer Service and Customer Satisfaction of Shopee E-Commerce Among FISIP USU Students

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    Date
    2025
    Author
    Pangestu, Agra Pradipa
    Advisor(s)
    Purba, Arief Marizki
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    Abstract
    The title of this research is "The Relationship Between the Implementation of Chatbot Auto Reply in Online Business Customer Service and Customer Satisfaction of Shopee E-Commerce Among FISIP USU Students." The purpose of this study is to identify the relationship between the implementation of Chatbot auto reply in online business customer service and customer satisfaction in Shopee e-commerce, specifically among students of the Faculty of Social and Political Sciences, University of North Sumatra (FISIP USU). This research also aims to determine the extent of the influence that Chatbot auto reply has on customer satisfaction. The theories used in this study include Marketing Communication, Online Business, E-Commerce, and Customer Satisfaction. The population consists of all FISIP USU students, totaling 3,828 individuals. The sample was selected using the Taro Yamane formula, resulting in 97 respondents, with a purposive sampling technique. Data were collected through both primary and secondary sources. The data analysis methods include univariate analysis, cross-tabulation analysis, and correlation testing. The findings show that the implementation of Chatbot auto reply in online business customer service significantly influences customer satisfaction with Shopee e- commerce among FISIP USU students. Based on hypothesis testing using SPSS software, the correlation coefficient (rho) is 0.733 with a significance value (sig. 2-tailed) of 0.000, which is less than 0.05, indicating a significant relationship. According to Guildford’s scale, a value of 0.733 reflects a strong correlation. The coefficient of determination shows that 53% of customer satisfaction is influenced by the implementation of Chatbot auto reply, while the remaining 47% is affected by other factors not covered in this research.
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    https://repositori.usu.ac.id/handle/123456789/107255
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    • Undergraduate Theses [1861]

    Repositori Institusi Universitas Sumatera Utara - 2025

    Universitas Sumatera Utara

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    Repositori Institusi Universitas Sumatera Utara - 2025

    Universitas Sumatera Utara

    Perpustakaan

    Resource Guide

    Katalog Perpustakaan

    Journal Elektronik Berlangganan

    Buku Elektronik Berlangganan

    DSpace software copyright © 2002-2016  DuraSpace
    Contact Us | Send Feedback
    Theme by 
    Atmire NV