| dc.description.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. | en_US |
