Pengaruh Artificial Intelligence, Literasi Digital, Dan Pengalaman Pengguna Terhadap Loyalitas Pelanggan Pengguna Tiktok Shop Di Kota Semarang
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Abstract
Perkembangan social commerce mendorong perubahan perilaku konsumen dalam berbelanja daring, sehingga faktor Artificial Intelligence, literasi digital, dan pengalaman pengguna menjadi penting dalam membentuk loyalitas pelanggan. Penelitian ini bertujuan menganalisis pengaruh Artificial Intelligence, literasi digital, dan pengalaman pengguna terhadap loyalitas pelanggan pengguna TikTok Shop di Kota Semarang. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 118 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan regresi linear berganda dengan bantuan IBM SPSS Statistics setelah memenuhi uji validitas, reliabilitas, dan uji asumsi klasik. Hasil penelitian menunjukkan bahwa Artificial Intelligence, literasi digital, dan pengalaman pengguna berpengaruh terhadap loyalitas pelanggan, baik secara parsial maupun simultan. Temuan ini menunjukkan bahwa peningkatan kualitas teknologi, kemampuan literasi digital, dan pengalaman pengguna yang positif mampu meningkatkan loyalitas pelanggan. Penelitian ini diharapkan menjadi referensi bagi pengembangan strategi layanan pada platform social commerce.
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