Peran Mediasi Kepercayaan dalam Pengaruh Persepsi Privasi dan Empati AI terhadap Kepuasan Pelanggan pada Shopee dan Tiktok Shop

Azzahra Salsabella Prima Maharani; Asnawi Hidayat

doi:10.30640/trending.v4i4.8032

Authors

Azzahra Salsabella Prima Maharani Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern
Asnawi Hidayat Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern

DOI:

https://doi.org/10.30640/trending.v4i4.8032

Keywords:

Chatbot, customer service, empathy, privacy, Virtual Assistant

Abstract

The rapid advancement of Artificial Intelligence (AI) in customer service within e-commerce platforms has encouraged companies to provide more responsive and personalized services. However, concerns regarding personal data privacy and AI's ability to demonstrate empathy remain important factors influencing users' trust and satisfaction. This study aims to examine the effects of privacy perception and AI empathy on customer satisfaction, with trust serving as a mediating variable among users of AI-based customer service on Shopee and TikTok Shop. A quantitative research approach was employed using purposive sampling to collect data from 200 respondents who had interacted with AI-powered chatbots or virtual assistants on both platforms. Data were collected through a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that privacy perception and AI empathy have positive and significant effects on trust, while trust positively influences customer satisfaction. Privacy perception does not have a significant direct effect on customer satisfaction, whereas AI empathy has a positive and significant direct effect. Furthermore, trust fully mediates the relationship between privacy perception and customer satisfaction and partially mediates the relationship between AI empathy and customer satisfaction. These findings highlight the critical role of trust in translating users' perceptions of privacy protection and empathetic AI interactions into customer satisfaction. The study provides practical insights for e-commerce companies in designing AI-based customer service that strengthens user trust and enhances customer satisfaction

References

Adeniran, I. A., Abhulimen, A. O., Obiki-Osafiele, A. N., & Osundare, O. S. (2024). Data-Driven approaches to improve customer experience in banking: Techniques and outcomes. International Journal of Management & Entrepreneurship Research. https://doi.org/10.51594/ijmer.v6i8.1467

Alexia, K. R. (2024). Pengaruh Implementasi Chatbot Berbasis Kecerdasan Buatan (AI) terhadap Kepuasan Pelanggan di Industri Ritel Daring. AIRA (Artificial Intelligence Research and Applied Learning). https://doi.org/10.1234/aira.v3i1.64

Al-Oraini, B. (2025). Chatbot dynamics: Trust, social presence and customer satisfaction in AI-driven services. Journal of Innovative Digital Transformation,. https://doi.org/10.1108/JIDT-08-2024-0022

Apriadi, D., Nizhamuddin, A. B., Islami, R. N., & Shalahuddin, S. (2024). Meningkatkan Kepercayaan Konsumen Online melalui Peran Brand awareness, Persepsi Privacy, dan Persepsi Keamanan dengan Kepuasan sebagai Variabel Mediasi. INOVASI: Jurnal Ekonomi, Keuangan, Dan Manajemen. https://doi.org/10.30872/jinv.v20i2.1779

Asosiasi Penyelenggara Jasa Internet Indonesia. (2025). Survei Penetrasi Internet dan Perilaku Pengguna Internet Indonesia 2025.

Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly. https://doi.org/10.2307/3250921

Budhiasa, S. (2016). Analisis statistik multivariate dengan aplikasi SEM PLS SmartPLS 3.2. 6. Sleman: Expert.

Cambria, E., Das, D., Bandyopadhyay, S., & Feraco, A. (2017). Affective computing and sentiment analysis. In A practical guide to sentiment analysis. Springer International Publishing. https://doi.org/10.1109/MIS.2016.31

Cecilie Bertinussen Nordheim, Asbjørn Følstad, & Cato Alexander Bjørkli. (2019). An Initial Model of Trust in Chatbots for Customer Service—Findings from a Questionnaire Study. Interacting with Computers. https://doi.org/10.1093/iwc/iwz022

Chen, J. S., Le, T. T. Y., & Florence, D. (2021). Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing. International Journal of Retail & Distribution Management. https://doi.org/10.1108/IJRDM-08-2020-0312

Cheng, X., Zhang, X., Cohen, J., & Mou, J. (2022). Human vs. AI: Understanding the impact of anthropomorphism on consumer response to chatbots from the perspective of trust and relationship norms. Information Processing & Management. https://doi.org/10.1016/j.ipm.2022.102940

Culnan, M. J., & Armstrong, P. K. (1999). Information privacy concerns, procedural fairness, and impersonal trust: An empirical investigation. Organization Science. https://doi.org/10.1287/orsc.10.1.104

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly. https://doi.org/10.2307/249008

Deng, Z., & Yan, J. (2025). The Effect of Perceived Warmth, Competence, and Social Presence of AI-Driven Chatbots on Consumers’ Engagement and Satisfaction. SAGE Open. https://doi.org/10.1177/21582440251365438

Fitriansyah, R. S., Triana, S. R., & Masnita, Y. (2023). Peran moderasi pengungkapan chatbot menggunakan konteks e-commerce terhadap kepercayaan pada chatbot. Mufakat: Jurnal Ekonomi, Manajemen Dan Akuntansi. https://doi.org/10.572349/mufakat.v2i4.999

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research. https://doi.org/10.2307/3151312

Hamid, R. S., & Anwar, S. M. (2019). Structural Equation Modeling (SEM) Berbasis Varian: Konsep Dasar dan Aplikasi dengan SmartPLS 3.2.8 dalam Riset Bisnis. In PT Inkubator Penulis Indonesia. PT Inkubator Penulis Indonesia.

Haryono, S. (2016). Metode SEM untuk penelitian manajemen dengan AMOS, LISREL, PLS. PT. Intermedia Personalia Utama.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-014-0403-8

IBM. (2024). AI in Customer Experience (CX). https://www.ibm.com/think/topics/ai-customer-experience

Leguina, A. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education. https://doi.org/doi.org/10.1080/1743727X.2015.1005806

Lemeshow, S., Hosmer, D. W., Klar, J., & Lwanga, S. K. (1990). Adequacy of Sample Size in Health Studies. John Wiley & Sons.

Li, J., Wu, L., Qi, J., Zhang, Y., Wu, Z., & Hu, S. (2023). Determinants affecting consumer trust in communication with AI chatbots: the moderating effect of privacy concerns. Journal of Organizational and End User Computing (JOEUC). https://doi.org/doi.org/10.4018/JOEUC.328089

Malhotra, N. K., Kim, S. S., & Agarwal, J. (2004). Internet users’ information privacy concerns (IUIPC): The construct, the scale, and a causal model. Information Systems Research. https://doi.org/10.1287/isre.1040.0032

Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review. https://doi.org/10.5465/amr.1995.9508080335

McDuff, D., & Czerwinski, M. (2018). Designing emotionally sentient agents. Communications of the ACM. https://doi.org/10.1145/3186591

Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research. https://doi.org/10.2307/3150499

Picard, R. W. (2003). Affective computing: challenges. International Journal of Human-Computer Studies. https://doi.org/10.1016/S1071-5819(03)00052-1

Poria, S., Cambria, E., Bajpai, R., & Hussain, A. (2017). A review of affective computing: From unimodal analysis to multimodal fusion. Information Fusion. https://doi.org/10.1016/j.inffus.2017.02.003

Prakash, A. V, Joshi, A., Nim, S., & Das, S. (2023). Determinants and consequences of trust in AI-based customer service chatbots: 基于人工智能的客户服务聊天机器人信任的决定因素和后果. The Service Industries Journal. https://doi.org/10.1080/02642069.2023.2166493

Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. John Wiley & Sons.

Stone, M. (1974). Cross‐validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society: Series B (Methodological). https://doi.org/10.1111/j.2517-6161.1974.tb00994.x

Victoria Oldemburgo de Mello, Jasen Plaks, & Michael Inzlict. (2026). The Effects of AI Anthropomorphism on Trust and Responsibility. Collabra: Psychology. https://doi.org/10.1525/collabra.161757

Ying Xu, Zhang J, & Deng G. (2022). Enhancing customer satisfaction with chatbots: The influence of communication styles and consumer attachment anxiety. Front Psychol. https://doi.org/10.3389/fpsyg.2022.902782

Zhou, M., Liu, L., & Feng, Y. (2025). Building citizen trust to enhance satisfaction in digital public services: the role of empathetic chatbot communication. Behaviour & Information Technology. https://doi.org/10.1080/0144929X.2025.2451763