Analysis of Chatbot Program Features Towards Customer Satisfaction in the Era of Digitalization

The development of the digital era today is very closely related to technological sophistication. Thus, today we can recognize the existence of artificial intelligence. Companies or organizations widely use artificial intelligence to maximize and optimize services to consumers. PT Asuransi Wahana Tata as a general insurance company, is also very aware of this. This study aims to determine the effect of chatbot services on customer satisfaction in this digitalization era. The research method used is quantitative. The data obtained from the questionnaire were analyzed using inferential analysis. Analysis of ASWATA's chatbot program. This study used a sample size of 339 consumers. For sampling, the author used probability sampling techniques as a technique for data collection. The author used the SEM method by processing the data from the questionnaire using the Warp PLS 7.0 application. Samples were taken from ASWATA consumers who had used the VANIA program at least once. The results of this study found that the entertainment indicator in the marketing effort variable got the highest loading factor value compared to the others. So it can be concluded that communicating with VANIA is very fun.