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CHATBOT USAGE, CONSUMER SATISFACTION, AND IMPULSE BUYING OF FASHION PRODUCTS ON SHOPEE IN JAMBI CITY

Jurnal Manajemen Terapan dan Keuangan · Vol. 15 No. 03 (2026) · hlm. 1786–1793

DOI
10.22437/2rnvkr71
ISSN
2685-9424, 2252-8636
Terbit
2026-10-16
Penerbit
Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

Abstract This study examined whether chatbot usage on the Shopee marketplace improves consumer satisfaction and whether that satisfaction translates into impulse buying of fashion products in Jambi City. A quantitative explanatory design was applied with purposive sampling. Primary data were collected from 116 Shopee users who had purchased fashion products and interacted with chatbot features, and the data were analyzed using Partial Least Squares Structural Equation Modeling with bootstrapping. The results show that chatbot usage has a strong and significant positive effect on consumer satisfaction. However, consumer satisfaction does not significantly affect impulse buying, chatbot usage has no significant direct effect on impulse buying, and satisfaction does not mediate the relationship between the two. These findings indicate that chatbots strengthen service satisfaction without automatically triggering spontaneous purchases, which require additional emotional, social, promotional, or urgency-based stimuli. Keywords: Chatbot usage; Consumer satisfaction; Impulse buying; E-commerce; Fashion products

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  • Hasanuddin University
  • Universitas Jenderal Achmad Yani Yogyakarta
  • Universitas Halu Oleo
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  • Organisasi berbeda
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Rekan penulisOrganisasiArtikel bersama
Yayuk SriayudhaAfiliasi tidak diketahui4
Sry RositaAfiliasi tidak diketahui3
Ade Perdana SiregarAfiliasi tidak diketahui2
Ade Titi NifitaAfiliasi tidak diketahui2
Dian Mala Fithriani AiraAfiliasi tidak diketahui2
Husni HasbullahAfiliasi tidak diketahui2
Ade OctaviaAfiliasi tidak diketahui2
Dahmiri DahmiriAfiliasi tidak diketahui1
Rohman WillianAfiliasi tidak diketahui1
Fitriaty FitriatyAfiliasi tidak diketahui1
Dessy ElliyanaAfiliasi tidak diketahui1
Dwi HastutiAfiliasi tidak diketahui1
Faradina ZevayaAfiliasi tidak diketahui1
Raihan Fajri RamadhanAfiliasi tidak diketahui1
Mustaqim SigaAfiliasi tidak diketahui1
Deki IrawanAfiliasi tidak diketahui1
JUNAIDI JUNAIDIAfiliasi tidak diketahui1
Novita EkasariAfiliasi tidak diketahui1
Sylvia KartikaAfiliasi tidak diketahui1
. SumarniAfiliasi tidak diketahui1
Shofia AminAfiliasi tidak diketahui1
Edward EdwardAfiliasi tidak diketahui1
Sumarni SumarniHasanuddin University1
Musnaini MusnainiAfiliasi tidak diketahui1
Johannes JohannesAfiliasi tidak diketahui1
Debora SimatupangAfiliasi tidak diketahui1
Radhinal A RivandyAfiliasi tidak diketahui1
Heriberta HeribertaAfiliasi tidak diketahui1
Muhammad HabibiUniversitas Jenderal Achmad Yani Yogyakarta1
Andang FazriAfiliasi tidak diketahui1
DahmiriAfiliasi tidak diketahui1
RAJASTIRA WIRA PANGESTUAfiliasi tidak diketahui1
Novita Eka SariAfiliasi tidak diketahui1
Nur HasanahUniversitas Halu Oleo1
Sylvia Kartika Wulan BhayangkariAfiliasi tidak diketahui1
Yenny YuniartiAfiliasi tidak diketahui1

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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/mankeu/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">CHATBOT USAGE, CONSUMER SATISFACTION, AND IMPULSE BUYING OF FASHION PRODUCTS ON SHOPEE IN JAMBI CITY</dc:title>
	<dc:creator xml:lang="en">WB, Sylvia Kartika</dc:creator>
	<dc:creator xml:lang="en">Widiastuti, Fitri</dc:creator>
	<dc:creator xml:lang="en">Roza, Suswita</dc:creator>
	<dc:creator xml:lang="en">Rosyid, Garry Yuesa</dc:creator>
	<dc:description xml:lang="en">Abstract
This study examined whether chatbot usage on the Shopee marketplace improves consumer satisfaction and whether that satisfaction translates into impulse buying of fashion products in Jambi City. A quantitative explanatory design was applied with purposive sampling. Primary data were collected from 116 Shopee users who had purchased fashion products and interacted with chatbot features, and the data were analyzed using Partial Least Squares Structural Equation Modeling with bootstrapping. The results show that chatbot usage has a strong and significant positive effect on consumer satisfaction. However, consumer satisfaction does not significantly affect impulse buying, chatbot usage has no significant direct effect on impulse buying, and satisfaction does not mediate the relationship between the two. These findings indicate that chatbots strengthen service satisfaction without automatically triggering spontaneous purchases, which require additional emotional, social, promotional, or urgency-based stimuli.
Keywords: Chatbot usage; Consumer satisfaction; Impulse buying; E-commerce; Fashion products</dc:description>
	<dc:publisher xml:lang="en">Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi</dc:publisher>
	<dc:date>2026-10-16</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/mankeu/article/view/60724</dc:identifier>
	<dc:identifier>10.22437/2rnvkr71</dc:identifier>
	<dc:source xml:lang="en">Jurnal Manajemen Terapan dan Keuangan; Vol. 15 No. 03 (2026): Jurnal Manajemen Terapan dan Keuangan ; 1786-1793</dc:source>
	<dc:source>2685-9424</dc:source>
	<dc:source>2252-8636</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/mankeu/article/view/60724/25825</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Sylvia Kartika WB, Fitri Widiastuti, Suswita Roza, Garry Yuesa Rosyid</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>