Pengaruh Customer Experience dan Artificial Intelligence (AI) Terhadap Loyalitas Konsumen E-commerce Tokopedia (Survei Pengguna Tokopedia pada Generasi Z di Kota Bandung)

This study focuses on the variables of customer experience, artificial intelligence (AI), and consumer loyalty. The purpose of this research is to examine the influence of customer experience and AI on the consumer loyalty of Tokopedia’s e-commerce among Generation Z in Bandung City. This research is categorized as descriptive and verificative, using a quantitative approach. The sampling technique applied is non-probability sampling with purposive sampling. Data collection was conducted through a survey method using a questionnaire instrument. The respondents are Tokopedia users from Generation Z, aged 17–28 years, residing in Bandung City, who have made purchases in the fashion category at least three times within the past six months. A total of 100 respondents participated in the study. The data were analyzed using descriptive and verificative analysis methods, including multiple linear regression analysis, t-test, F-test, and the coefficient of determination. The results show that customer experience has a partially positive and significant effect on consumer loyalty toward Tokopedia among Generation Z in Bandung City. Similarly, AI has a partially positive and significant influence on consumer loyalty. Furthermore, both customer experience and AI simultaneously have a positive and significant impact on the consumer loyalty of Tokopedia’s e-commerce among Generation Z. Abstrak. Penelitian ini berfokus pada variabel customer experience, artificial intelligence (AI), dan loyalitas konsumen. Tujuan penelitian ini adalah untuk mengetahui pengaruh customer experience dan AI terhadap loyalitas konsumen e-commerce Tokopedia pada generasi Z di Kota Bandung. Jenis penelitian ini adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling dengan metode purposive sampling. Pengumpulan data dilakukan melalui survei menggunakan kuesioner. Responden dalam penelitian ini adalah pengguna Tokopedia dari generasi Z (usia 17–28 tahun), berdomisili di Kota Bandung, dan telah melakukan pembelian kategori fashion minimal tiga kali dalam enam bulan terakhir, dengan total 100 responden. Analisis data dilakukan menggunakan analisis regresi linear berganda, uji T, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa secara parsial, customer experience berpengaruh positif dan signifikan terhadap loyalitas konsumen Tokopedia pada generasi Z di Kota Bandung. AI juga memiliki pengaruh positif dan signifikan terhadap loyalitas konsumen. Secara simultan, customer experience dan AI berpengaruh positif dan signifikan terhadap loyalitas konsumen Tokopedia.