Influence Artificial Intelligence To Customer Experiences (Study On DRAIV Users in Tual, Maluku)

Nabila Cecilia Marasabessy

doi:10.62207/5emn1562

Authors

Nabila Cecilia Marasabessy Politeknik Perikanan Negeri Tual Author

DOI:

https://doi.org/10.62207/5emn1562

Keywords:

Artificial Intelligence, Customer Experience, Draiv Transportation

Abstract

Artificial intelligence (AI) technology gives marketers the ability to identify differences between consumers, understand various personas, and understand the factors that drive consumers to make purchasing decisions. Therefore, marketers use Artificial Intelligence to recognize and predict consumer habits. Information obtained from AI, marketers can provide a special experience for each consumer. The objective of this study is to determine and measure the impact of AI on customer experience using simple regression analysis. There are four AI indicators analyzed, namely mechanical intelligence, analytical intelligence, intuitive intelligence, and empathetic intelligence. In addition, there are four dimensions of customer experience that are evaluated, namely immersion, flow, cognitive fit, and emotional fit. From the results of observations of 116 people, it was concluded that Artificial Intelligence and Draiv's customer experience received a positive assessment, and Artificial Intelligence had a significant effect on customer experience.

References

Abadi, R. R., Nursyamsi, I., & Syamsuddin, A.

R. (2020). Effect of Customer Value and Experiential Marketing to Customer Loyalty with Customer Satisfaction as Intervening Variable (Case Study on Gojek Makassar Consumers). The Asian Journal of Technology Management, 13(1), 82–97.

Adriansyah, D., & Saputri, M. E. (2020). Pengaruh Promosi Penjualan Terhadap Kepuasan Pelanggan Melalui Keputusan

Pembelian Sebagai Variabel Intervening pada Pengguna Go-Food di Kota Bandung. Journal of Entrepreneurship, Management and Industry (JEMI), 3(3), 123–128.

Arifin, S. H. (2019). Pemasaran Era Milenium.

Yogyakarta: CV. Budi Utama.

Bagdare, S., & Jain, R. (2013). Measuring retail customer experience. International Journal of Retail & Distribution Management, 41(10), 790–804. https://doi.org/10.1108/IJRDM-08-2012- 0084

Behare, N. (2018). A Theoretical Perspective on Customer Experience (CX) in Digital Business Strategy. International Conference on Research in Intelligent and Computing in Engineering (RICE), (Cx), 1–7.

https://doi.org/10.1109/RICE.2018.85090 79

Fachrurrozy, M., & Rachmawati, I. (2017). Analisis Kualitas Pelayanan Pada Gojek Bandung Analysis of Service Quality At Gojek Bandung. E-Proceeding Of Management, 2506–2510.

Huang, M., & Rust, R. T. (2018). Artificial Intelligence in Service. Journal of Service Research, 2–6.

https://doi.org/10.1177/109467051775245 9

InfoKomputer. (2019). Begini Cara Gojek Memanfaatkan Teknologi Artificial Intelligence. Retrieved March 1, 2020, from https://infokomputer.grid.id/read/1218408 41/begini-cara-Gojek-memanfaatkan- teknologi-artificial-intelligence?page=all

KOMINFO. (2018). Artificial Intelligence Sebagai Penggerak Industri 4.0 dan Tantangannya Bagi Sektor Pemerintah dan Swasta. Retrieved August 5, 2020, from https://mti.kominfo.go.id/index.php/mti/ar ticle/view/144

Liputan6. (2019). Kontribusi Mitra Gojek untuk Perekonomian Bandung Tembus Rp 2,1 Triliun. Retrieved August 4, 2020, from https://www.liputan6.com/regional/read/3 997794/kontribusi-mitra-gojek-untuk- perekonomian-bandung-tembus-rp-21- triliun