PENGARUH CUSTOMER EXPERIENCE DAN CUSTOMER ENGAGEMENT TERHADAP CONTINUED ENGAGEMENT INTENTION MELALUI CUSTOMER SATISFACTIONPADA PENGGUNA CHATBOT SABRINA BANK BRI REGIONAL OFFICE PADANG

Macelina Shally Ardias, Macelina (2025) PENGARUH CUSTOMER EXPERIENCE DAN CUSTOMER ENGAGEMENT TERHADAP CONTINUED ENGAGEMENT INTENTION MELALUI CUSTOMER SATISFACTIONPADA PENGGUNA CHATBOT SABRINA BANK BRI REGIONAL OFFICE PADANG. S2 thesis, Universitas Andalas.

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Abstract

Pengaruh Customer Experience dan Customer Engagement terhadap Continued Engagement Intention melalui Customer Satisfaction pada Pengguna Chatbot Sabrina Bank BRI Regional Office Padang 1 Macelina Shally Ardias, 2 Eri Besra, 3 Alfitman 1,2,3 Magister Manajemen, Universitas Andalas macelinashallyardias@gmail.com Kota Padang, 25171, Indonesia Abstrak Penelitian ini mengkaji pengaruh pengalaman dan keterlibatan pelanggan terhadap niat berkelanjutan dalam menggunakan layanan, dengan menyoroti peran mediasi kepuasan pelanggan. Studi ini dilakukan pada pengguna Chatbot Sabrina di Bank BRI Regional Office Padang menggunakan metode kuantitatif dengan survei 210 responden dan analisis pemodelan persamaan struktural. Hasil penelitian menunjukkan bahwa pengalaman dan keterlibatan pelanggan secara signifikan meningkatkan kepuasan, yang kemudian mendorong niat berkelanjutan untuk menggunakan chatbot. Kepuasan pelanggan juga berperan sebagai mediator antara pengalaman, keterlibatan, dan niat berkelanjutan. Studi ini mengadopsi perspektif Service-Dominant Logic dengan menekankan pentingnya co-creation nilai melalui interaksi pelanggan dan layanan chatbot sebagai faktor utama keunggulan kompetitif. Temuan ini menegaskan pentingnya strategi pengalaman dan keterlibatan pelanggan untuk meningkatkan kepuasan dan loyalitas pengguna chatbot, dengan implikasi praktis bagi institusi keuangan yang menggunakan teknologi ini. Kata Kunci: Chatbot Sabrina; Customer Engagement; Customer Experience; Customer Satisfaction; Continued Engagement Intention; Service-Dominant Logic The Influence of Customer Experience and Customer Engagement on Continued Engagement Intention through Customer Satisfaction among Users of the Sabrina Chatbot at Bank BRI Regional Office Padang. 1 Macelina Shally Ardias, 2 Eri Besra, 3 Alfitman 1,2,3 Magister Manajemen, Universitas Andalas macelinashallyardias@gmail.com Kota Padang, 25171, Indonesia Abstract This research explores the impact of customer experience and engagement on the continued intention to use the service, highlighting the mediating role of customer satisfaction. The study was conducted among users of Chatbot Sabrina at Bank BRI Regional Office Padang, employing a quantitative approach with a survey of 210 respondents and analysis using structural equation modeling. Results show that both customer experience and engagement significantly enhance satisfaction, which subsequently drives the ongoing intention to use the chatbot. Customer satisfaction also mediates the relationship between experience, engagement, and continued use intention. Adopting the Service-Dominant Logic perspective, this research underscores the importance of value co-creation through customer-chatbot interaction as a critical source of competitive advantage. The findings emphasize the need for strategies focused on experience and engagement to boost satisfaction and loyalty among chatbot users, providing practical insights for financial institutions implementing this technology. Keywords: Chatbot Sabrina; Customer Engagement; Customer Experience; Customer Satisfaction; Continued Engagement Intention; Service-Dominant Logic

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