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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) · pp. 1786–1793

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

Abstract

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

Collaboration network of the authors

40 authors · 127 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Hasanuddin University
  • Universitas Jenderal Achmad Yani Yogyakarta
  • Universitas Halu Oleo
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Yayuk SriayudhaAffiliation unknown4
Sry RositaAffiliation unknown3
Ade Perdana SiregarAffiliation unknown2
Ade Titi NifitaAffiliation unknown2
Dian Mala Fithriani AiraAffiliation unknown2
Husni HasbullahAffiliation unknown2
Ade OctaviaAffiliation unknown2
Dahmiri DahmiriAffiliation unknown1
Rohman WillianAffiliation unknown1
Fitriaty FitriatyAffiliation unknown1
Dessy ElliyanaAffiliation unknown1
Dwi HastutiAffiliation unknown1
Faradina ZevayaAffiliation unknown1
Raihan Fajri RamadhanAffiliation unknown1
Mustaqim SigaAffiliation unknown1
Deki IrawanAffiliation unknown1
JUNAIDI JUNAIDIAffiliation unknown1
Novita EkasariAffiliation unknown1
Sylvia KartikaAffiliation unknown1
. SumarniAffiliation unknown1
Shofia AminAffiliation unknown1
Edward EdwardAffiliation unknown1
Sumarni SumarniHasanuddin University1
Musnaini MusnainiAffiliation unknown1
Johannes JohannesAffiliation unknown1
Debora SimatupangAffiliation unknown1
Radhinal A RivandyAffiliation unknown1
Heriberta HeribertaAffiliation unknown1
Muhammad HabibiUniversitas Jenderal Achmad Yani Yogyakarta1
Andang FazriAffiliation unknown1
DahmiriAffiliation unknown1
RAJASTIRA WIRA PANGESTUAffiliation unknown1
Novita Eka SariAffiliation unknown1
Nur HasanahUniversitas Halu Oleo1
Sylvia Kartika Wulan BhayangkariAffiliation unknown1
Yenny YuniartiAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/mankeu/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<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>