The Impact of Chatbot Usage on Customer Loyalty through Customer Satisfaction: Evidence from Shopee Users at STIE Amkop Makassar

Abstract

This study examines the impact of chatbot usage on customer loyalty, with customer satisfaction as a mediating variable, among Shopee users at STIE Amkop Makassar. Employing a quantitative approach, data were collected from 101 respondents using structured questionnaires. Descriptive analysis revealed that respondents generally perceived Shopee’s chatbot as highly responsive, available, and clear, resulting in high levels of both customer satisfaction and loyalty. Path analysis showed that chatbot usage had a significant and positive effect on customer satisfaction (β = 0.725, p < 0.001), and that customer satisfaction, in turn, had a significant effect on customer loyalty (β = 0.531, p < 0.001). Additionally, chatbot usage directly influenced customer loyalty (β = 0.415, p < 0.001), and customer satisfaction was found to significantly mediate this relationship, as confirmed by the Sobel test (Z = 6.13, p < 0.05). These findings indicate that chatbot services not only enhance the customer experience but also strengthen long-term loyalty through improved satisfaction. The study highlights the importance of continuous investment in AI-driven customer service tools to maintain competitive advantage in e-commerce.