PENGARUH E-SERVICE QUALITY DAN ARTIFICIAL INTELLIGENCE TERHADAP CUSTOMER EXPERIENCE PENGGUNA APLIKASI BRIMO (Studi Kasus Pada Mahasiswa FEB Universitas Muhammadiyah Bengkulu)

This study aims to analyze the influence of E-Service Quality and Artificial Intelligence on the Customer Experience of BRImo application users among students of the University of Muhammadiyah Bengkulu. With the development of information technology, mobile banking applications such as BRImo have experienced an increase in use, but there are still many users who face problems in their experience. The research method used was quantitative with data collection through a questionnaire distributed to 150 respondents. Data analysis was carried out using multiple linear regression to determine the influence of each variable. The results show that E-Service Quality has a significant influence on Customer Experience, with a t-count value of 9.172 and a significance of 0.000. In addition, Artificial Intelligence also had a significant effect with a t-count of 4.747 and a significance of 0.000. Simultaneously, these two variables have a significant positive influence on Customer Experience, with an F-count value of 308.434 and a significance of 0.000. Keywords: E-Service Quality, Artificial Intelligence, customer Experience