Pengaruh Implementasi Artificial Intelligence terhadap Kepuasan Pelanggan dalam Layanan Pengiriman Last-Mile Delivery pada Platform E-Commerce Shopee di Kota Bandung

Abstract

The expansion of e-commerce in Indonesia has intensified the operational demands of last-mile delivery, particularly in dense urban areas such as Bandung City. Shopee, as the dominant e-commerce platform in Southeast Asia, has integrated Artificial Intelligence (AI) into its delivery ecosystem through features such as real-time tracking, automated notifications, and AI-powered chatbots. Despite this adoption, empirical evidence on its effect on customer satisfaction in the Indonesian urban context remains limited. This study aims to analyze the effect of AI implementation on customer satisfaction in last-mile delivery services on the Shopee platform in Bandung City. A quantitative descriptive approach was employed with data collected from 82 respondents who are active Shopee customers in Bandung through a structured questionnaire using a Likert scale of 1–5. Data were analyzed using validity testing, reliability testing (Cronbach's Alpha), classical assumption tests, and simple linear regression using SPSS 26.0. Results show that all instrument items are valid (r > 0.3) and reliable (Alpha X = 0.859; Alpha Y = 0.784). The regression equation Y = 7.682 + 0.451X indicates that every one-unit increase in AI implementation perception increases customer satisfaction by 0.451 units. The coefficient of determination (R²) of 0.485 shows that 48.5% of customer satisfaction variance is explained by AI implementation. With t = 8.679 and Sig. = 0.000, the hypothesis is accepted: AI implementation has a positive and significant effect on customer satisfaction. The item "accurate delivery time estimation" (r = 0.647) and "organized and easy-to-monitor technology" (r = 0.630) contributed most strongly to satisfaction.

Keywords:  Artificial Intelligence, Last-Mile Delivery, Customer Satisfaction, E-Commerce, Shopee Bandung

Abstrak

Ekspansi e-commerce di Indonesia semakin meningkatkan tuntutan operasional pada segmen last-mile delivery, khususnya di kota-kota padat seperti Bandung. Shopee sebagai platform e-commerce dominan di Asia Tenggara telah mengintegrasikan Artificial Intelligence (AI) ke dalam ekosistem pengirimannya melalui fitur real-time tracking, notifikasi otomatis, dan chatbot berbasis AI. Meskipun demikian, bukti empiris mengenai pengaruhnya terhadap kepuasan pelanggan dalam konteks perkotaan Indonesia masih terbatas. Penelitian ini bertujuan menganalisis pengaruh implementasi AI terhadap kepuasan pelanggan dalam layanan pengiriman last-mile delivery pada platform Shopee di Kota Bandung. Pendekatan kuantitatif deskriptif digunakan dengan data yang dikumpulkan dari 82 responden pelanggan aktif Shopee di Bandung melalui kuesioner terstruktur berskala Likert 1–5. Data dianalisis menggunakan uji validitas, reliabilitas (Cronbach's Alpha), uji asumsi klasik, dan regresi linier sederhana. Hasil menunjukkan bahwa seluruh item instrumen valid (r > 0,3) dan reliabel (Alpha X = 0,859; Alpha Y = 0,784). Persamaan regresi Y = 7,682 + 0,451X mengindikasikan bahwa setiap kenaikan satu satuan persepsi implementasi AI meningkatkan kepuasan pelanggan sebesar 0,451 satuan. Koefisien determinasi (R²) sebesar 0,485 menunjukkan bahwa 48,5% variansi kepuasan pelanggan dijelaskan oleh implementasi AI. Dengan t = 8,679 dan Sig. = 0,000, hipotesis diterima: implementasi AI berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Item "estimasi waktu pengiriman akurat" (r = 0,647) dan "teknologi teratur dan mudah dipantau" (r = 0,630) memberikan kontribusi terbesar terhadap kepuasan.

Kata Kunci:  Artificial Intelligence, Last-Mile Delivery, Kepuasan Pelanggan, E-Commerce, Shopee Bandung