Pengaruh Chatbot di Bidang E Commerce
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The development of artificial intelligence (AI) technology has encouraged the use of chatbots as an automated service solution in the e-commerce sector. Chatbots act as virtual assistants that can provide information, respond to customer inquiries, and assist in transactions quickly and efficiently. This study aims to analyze the effect of using chatbots on improving service quality, sales conversion, and customer satisfaction and loyalty on various e-commerce platforms. The method used is a literature review with a Grounded Theory approach, which allows researchers to identify patterns, themes, and key findings from 104 articles published between 2015 and 2025. The results of the analysis show that chatbots have a significant impact on improving service responsiveness, interaction efficiency, shopping experience, and customer satisfaction. In addition, product recommendation features and personalization capabilities contribute to increased purchase intent and user loyalty. However, response accuracy and limitations in understanding complex conversation contexts remain challenges that need to be improved. Overall, this study confirms that chatbots are a strategic component in enhancing e-commerce competitiveness in the digital era and have great potential to continue to evolve alongside advances in AI technology.
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