Implementasi Natural Languange Processing terhadap Kepuasan Pelanggan Telkomsel di Kota Medan

Abstract

This research is entitled Implementation of Natural Language Processing on Telkomsel Customer Satisfaction in Medan City. The purpose of this study is to determine the relationship between the use of chatbot as a virtual customer service to Telkomsel customer satisfaction in Medan. This research uses a correlational quantitative type. This research uses new media theory, which is closely related to network theory. Network theory in the context of new media emphasizes interconnectivity and information exchange in digital networks. This research collected data with questionnaires and literature studies. The research sample amounted to 100 respondents with the criteria of Telkomsel users and had used Veronika Service at least once. The data analysis technique in this study is single table analysis, cross table analysis, and hypothesis testing using the Spearman correlation test. A chatbot is a form of Natural Language Processing designed to understand human and computer forms of communication. Virtual customer service like Veronika is becoming a new technological tool that provides satisfaction to customers in a manner similar to onsite customer service The use of Veronika chatbot as Telkomsel's virtual customer service is a manifestation of this concept, where artificial intelligence (AI) technology is integrated into a digital customer service network. One of the main advantages of Veronika is its unlimited availability. The 24/7 service offered by Veronika provides convenience for customers, allowing them to get help whenever and wherever they are. This feature is highly valued by users, especially in emergency situations or when help is needed outside of normal business hours. The hypothesis test results in this study are 0.00 <0.05, meaning that the two variables have an effect on each other with a correlation coefficient value of 0.867, meaning that the relationship between the two variables is very strong.